Wrote launch speeches and press releases that earned 8 million media impressions
Responsibilities:
- Speechwriting
- Press Releases
- Executive Communications
- Media Relations
- Strategy
- Stakeholder Alignment
- PR
Outcomes:
A launch release picked up by 61 media outlets, for an estimated 8 million earned media impressions with an advertising equivalent of about $80K, plus dozens of press releases placed in target publications.
Case study
Launching a national brand#
In close collaboration with the COO, marketing director, art director, external PR agencies, and construction firms, I played a central role in crafting executive speeches, designing key talking points for press releases, and shaping media narratives for the unveiling of a major real estate development project for Bently Heritage.
By placing a special emphasis on the preservation of historic buildings, we generated positive media engagement and public sentiment, positioning the company as an institution that valued its historical roots while also being a catalyst for local economic growth.
Speechwriting#
This excerpt is from the distillery’s groundbreaking ceremony. The goal was to get stakeholders on the client’s side.
What I want is a product that this community loves; this product is about you. You should be able to buy it without breaking the bank. We will be a high quality product, but still something you enjoy on your porch with the people you care about.
If Minden doesn’t love what we’re creating, I’ll toss it out and make something better. And once we’ve refined our product with pride, I want to remind the world that great things start in Minden.
Press releases#
I have written dozens of press releases over the years, which have earned placement in target publications. My strategy is always to make the journalist’s job easier, using industry-standard structure and style and keeping releases around 350 words.
The release announcing the distillery was picked up by 61 media outlets, representing an estimated 8 million earned media impressions with an advertising equivalent of about $80K. It was followed by three media inquiries from notable publications. Here is how it opened:
Distillery to be one of first in state under new law#
Christopher Bently, a local entrepreneur and businessman, announced that he is converting the Minden Flour Milling Company building, a National Registered Historic Place, into a craft distillery named Nevada Heritage.
The new distillery will be one of the first operating in the state since Assembly Bill 153 was passed earlier this year, which allows local distilleries to operate.