Adirondacks Fact Sheet
This project was a one-page fact sheet promoting winter tourism in the Adirondacks. I organized key info like activities, fast facts, and campaign goals in a clear, media-friendly format. It follows AP style and includes my own boilerplate and contact info to make it feel like a real-world PR asset.
PESO MODEL
In this project, I applied the PESO (Paid, Earned, Shared, Owned) model to design a tourism campaign for the Adirondacks. I mapped out media tactics by channel, developed messaging strategies based on audience segments and seasonality, and proposed influencer partnerships and owned media content like newsletters and blogs to enhance regional outreach.
Media Pitch and Email Contact List
In this assignment, I created a media contact list tailored to my organization’s target audience and wrote a concise, newsworthy email pitch to a selected journalist. The pitch promoted a timely event and included an interview offer to help secure earned media coverage.
Media Brief
In this group project, I took on the role of Olympic figure skater Patrick Chan to present at a simulated media briefing. We developed a full media plan, including logistics, key messages, tough Q&A, and speaker bios, to promote the revitalization of the 1980 Lake Placid Olympic Center and its impact on tourism, youth development, and regional investment.
Audience Persona
For this project, I created a detailed audience persona representing a typical Adirondack traveler. Using five Chicago-style sources, I analyzed demographics, behavior, media use, and values to inform strategic PR messaging. The final infographic included a narrative, pain points, and a visual AI-generated representation of the persona.
News Release
For this project, I used the Super Bowl halftime show as a newsjacking opportunity to spotlight the Adirondacks. I created a mock social media post connecting the performance’s national attention to the natural beauty and excitement of the Adirondacks, using AI tools to develop a timely, creative visual.
Visit the Adirondacks is newsjacking the Super Bowl to tap into the high viewership and promote the Adirondacks as a post-game getaway for those seeking relaxation after the excitement. We're using the hashtag #TrailToTouchdown to connect the idea of the Super Bowl's culmination with the rewarding "touchdown" feeling of reaching a scenic vista in the Adirondacks.
Diversity Analysis
For this project, I researched and analyzed the Adirondacks’ efforts in diversity, equity, inclusion, and accessibility. Using AP style and visual storytelling, I created a six-slide presentation that evaluated the region’s initiatives and proposed a new CSR campaign to improve access for people with disabilities.
eNewsletter Design
Using Mailchimp, I created a professional e-newsletter featuring a CEO message, call-to-action button, and branded design elements. The newsletter included social media links, a mailing address, and followed AP style, targeting external audiences as part of a strategic PR campaign simulation.
Feature Story: Climbing Culture in the Adirondacks
For this assignment, I interviewed local climbing expert Tom Rosecrans to write a 650-word feature story about the growth of rock climbing in the Adirondacks. The piece highlights the sport’s economic impact, regional appeal, and the role of Rocksports in promoting safe, guided climbing experiences.