Whether you want to promote a corporate image, introduce a new product or person, or celebrate an achievement, creating a strategic plan is Step 1. What do you want to publicize and why? What is your end goal? Is this a date specific or open-ended campaign? Who is your audience? Through which media can we best reach your audience? What unexplored avenues might there be to achieve or exceed your goal? These are questions I’ll help you answer and create a plan to succeed. With a simple strategy, one client saw its media coverage increase 300%.
Congresswoman Tammy Baldwin
From her historic first election to Congress, through seven terms in Congress and successful re-election campaigns, Congresswoman Tammy Baldwin trusted me to translate complex public policy and her personal narrative into language that connected with constituents and voters, conveyed specific messages, and fostered trust and strong, positive, public opinion of her and her work.
During my tenure in the Baldwin congressional office, I produced news releases for print, broadcast, and online media, served as liaison to local and national news media, wrote speeches, op-eds and other materials, and prepped the Congresswoman for media and other public appearances.Congresswoman Baldwin won her last five House campaigns by more than 60% and was elected to the U.S. Senate in 2012.
Wisconsin Board of Commissioners of Public Lands
The Wisconsin Board of Commissioners of Public Lands is the oldest state agency, created by the state’s founders to nurture not just our environment, but, also, our children’s education. Each year, loans from the agency support essential municipal services around the state, and interest from those loans supports our public school libraries. Often, it is their only source of funding. Yet, public awareness of the agency’s contributions was next to nothing and legislative action threatened its very existence.
I created a simple, on-going plan to educate the public by personalizing the Board’s contributions to their communities. After implementing the plan, media coverage of the agency’s activities increased 300 percent. I also produced a comprehensive biennial report and wrote speeches and op-eds for the Executive Director that bolstered the standing of the agency in the eyes of policy and opinion makers.
Wisconsin Health Information Organization
The Wisconsin Health Information Organization, a statewide data bank serving health care providers, systems and researchers, enlisted me to help publicize the launch of a consumer-oriented website.
Over the course of two years, I was retained to help “rebrand” the organization and raise awareness of its value to health care reform. I successfully supervised the design and created content for a new corporate website, improved content of the consumer website, wrote and produced marketing and display materials for distribution and conferences, created a monthly blog and an e-newsletter, and produced a highly praised 10th anniversary video.
Darcy Luoma – Entrepreneur
Life Coach Darcy Luoma was launching a new business and recommended me to write a feature profile of her for a glossy women’s magazine. My article attracted new clients and a number of public speaking engagements and was a powerful catalyst for the growth of her new venture.
Ben Sidran – Musician, Author, Educator, Radio & TV Show Host
Over the course of many years, I’ve assisted artist Ben Sidran in the production of his award-winning radio program on NPR and in multi-performer, multi-camera music concerts in this country and abroad. In 2013, Ben hired me to help promote his book, There Was a Fire: Jews, Music and the American Dream. Here’s a news release that incorporated audio clips from concerts he’d given to promote the book:
Writing and Editorial
Writing to be read and writing to be heard are distinctly different animals and, in the course of my career, I’ve succeeded at both. I have a proven track record writing speeches for high profile individuals, scripts for network TV and corporate video presentations, online blog posts for a corporate executive, and marketing materials for a Fortune 500 company. I’ve edited textbooks, trade magazines, op-eds and essays.
By request, I’ve recently edited college and post-grad application essays for motivated students seeking an extra edge. These students have found their work greatly improved by small, but significant changes in structure, vocabulary and grammar that tell a student’s personal story more effectively.
Essays and articles of mine have appeared nationally in Newsweek and Lilith magazines, The Capital Times and Isthmus newspapers, BRAVA magazine and Madison Magazine in Wisconsin.
University of Wisconsin-Madison Chancellor Rebecca Blank
Waisman Center 40th Anniversary
Congresswoman Tammy Baldwin (D-WI)
LGBT Millennium March on Washington, DC
20th Anniversary of the Americans with Disabilities Act
Wisconsin Credit Union League Lobbying Day
- People Magazine, LA Bureau – Freelance reporter
- Scott, Foresman & Co. – Textbook Editor/French; Writer/Marketing Dept.
- Wood & Wood Products Magazine – Editorial Asst.
The role of a video producer can vary greatly from project to project. Starting out in local television, I learned the craft on the job, researching a topic, planning the schedule, interviewing subjects, assisting the videographer in the field, writing and editing long and short-form programming. I next produced a daily on-air magazine show where I supervised on-air talent, videographers and editors and was responsible for the content and all aspects of production. At the network level in LA, I wrote and supervised the production of stories for CBS News and EXTRA!, the daily entertainment news magazine. As Senior Producer on the ABC-TV series Vital Signs, I was second in command of a multi-million dollar series that included teams of writers, actors, camera people on location and in the studio, editors and technical crew.
In the corporate world, I’ve created compelling promotional videos for the Red Cross and the Wisconsin Health Information Organization.
- CBS News, LA Bureau – Producer, CBS Weekend News
- ABC-TV – Senior Producer, Vital Signs
- Time-Warner TV – Producer, EXTRA: The Entertainment News Magazine
- Wisconsin Public TV – Story Producer, Wisconsin Magazine
- WMTV – Executive Producer, PM Magazine
- WHA-TV & WISC-TV – Creator/Writer/Producer, The Great Wisconsin Quiz Show
- In LA, also produced stories or worked on productions aired on NBC, CBS, and syndicated throughout the country.
- National Assn. Television Programming Executive (NATPE) Iris Award
- Forward Communications President’s Award
- Women in Communications, Clarion Award Honorable Mention
Media Relations and Training
The nature of the news business has changed dramatically since my first days in a TV newsroom. Thanks to the Internet and smart phones, almost anyone can post anything online at any time with impunity. Traditional news outlets now compete with smaller, even one-man-band, operations that call themselves “journalists,” but have no training in professional procedures and ethics. The highest standards of accuracy and integrity once practiced by the greats of print and broadcast journalism have given way to the need for speed and sensationalism.
I have trained principals in both the public and private sector how to guide the text and tenor of an interview to their advantage. It’s more important than ever that an interviewee has a succinct message and how to say it. It’s equally important to know what not to say and how to avoid it. Having worked in newsrooms, myself, I know what stories will “sell” and how to pitch them. I’ll craft the words, brief sound bites, that will get on the air and be quoted in print. And I’ll teach how to physically prepare for an on-camera interview – what to expect, how to dress, how to sit or stand – to present yourself with authority.