An OG Approach to PR
Education
Ease of Access
Engagement
Equipping journalists with the key storylines and information they need to create positive coverage that aligns with your brand positioning.
Engagement
Ease of Access
Engagement
The heart of effective media relations. Building authentic, lasting relationships that drive not only the volume and quality, but also the sentiment of earned media coverage.
Ease of Access
Ease of Access
Ease of Access
Making it as easy as possible for journalists to create the coverage you seek, especially in today's media landscape of dwindling newsrooms and resources.
Principles in Action: Launching the Rapids' New Day Jersey
Ahead of the 2023 Major League Soccer season, the Colorado Rapids introduced the history-making New Day Kit, a secondary jersey co-designed with Denver-based artist Pat Mulberry.
Featuring a bright, geometric pattern inspired by Colorado’s sunrises and sunsets, the kit marked the first time in league history that an MLS team collaborated with a local artist to design its jersey.
Beyond its design, the New Day Kit carried a powerful community engagement component: in partnership with Mental Health Colorado and UCHealth, the Rapids used the jersey launch to raise awareness of Colorado's mental health crisis, reduce the stigma of seeking help and amplify available public resources.
The jersey's unique elements underscored the importance of communicating its story effectively. To accomplish this, I developed a media relations strategy using the three pillars above:
Education
- Press release
- Jersey explainer/narrative card
- Talking points & fact sheet
- Embargoed jersey preview event (see below)
Engagement
- Media Preview Event: Two days before the official launch, the club hosted over two dozen local media to a private reception for an exclusive preview of the New Day Kit. Each journalist received a customized media box with a jersey and other New Day-themed items.
- Delivered over 50 media boxes with New Day jerseys to local and national media outlets.
Ease of Access
- Distributed key media resources in advance under embargo, including the press release, high-quality images and video/B-roll of the New Day Kit to ensure journalists had everything they needed to seamlessly cover the launch.
- Had Milbery (the artist) and spokespeople from Mental Health Colorado and UCHealth readily available for media interviews.
Below, you'll find a selection of the resulting media coverage from the jersey's launch:
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