Success Stories
In addition to the clients featured in the four case studies below, Emily Whitfield Communications has also worked with the National PTA, The Innocence Project, National Coalition Against Censorship, and author and historian Samuel Walker on a range of assignments, including research, editing, op-ed and blog writing, materials development, media relations, communications planning, and creation of web content.
Case Study #1: Coalition for an Ethical Psychology
Situation: For several years, members of the American Psychological Association had been fighting to change an APA policy of cooperation with U.S. government-sanctioned torture. At the APA’s annual conference in Boston in August 2008, the Coalition for an Ethical Psychology (which includes members of Psychologists for an Ethical APA and Withhold APA Dues) planned to draw renewed attention to the issue through media outreach and a rally in support of a new referendum to overturn the policy.
Solution: A month before the APA conference, Emily met with members of the Coalition to plan a media strategy in support of the rally and referendum. In addition to devising an aggressive, targeted media outreach campaign aimed at national and local (Boston) media, Emily assisted the coalition in bringing in high-profile coalition partners to co-sponsor the rally, including the ACLU of Massachusetts and local chapters of Amnesty International and the American Friends Service Committee.
| “At a critical juncture in our effort, Emily Whitfield stepped in, and with grace, intelligence, speed, experience, and skill, produced a transformative media effect. The truth was out, it was out everywhere. And while it is impossible to judge its precise impact on our ultimate success, it was unquestionably transformative; it turned a years-long challenge for us right on its head.” |
| Bradley Olson, Ph.D. and founding member, Coalition for an Ethical APA |
Over the course of the next four weeks, Emily pitched stories, wrote media advisories and news releases, and advised the rally organizers. In the days leading up to the rally, Emily also took advantage of breaking news in a Guantánamo detainee case to secure additional media attention to the issue of psychologists’ involvement in torture.
Results: Emily Whitfield Communications secured numerous high-profile media hits for the APA coalition, including:
- a front-page New York Times article on the day of the rally (and the Times “quote of the day” for one of the coalition members)
- a Boston Globe op-ed by coalition member Stephen Soldz
- a front-page New York Sun article
- a lead story on Democracy Now! with Amy Goodman
- Coverage on NPR’s All Things Considered and Talk of the Nation
- Guest appearances on WNYC’s Leonard Lopate Show
- USA Today and Boston Globe coverage of the rally
On the day of the rally, stung by the Times article, the APA issued its first official statement on its torture policy in months. APA officials and public relations staff also came out and worked the media crowd at the rally - but to no avail. One month later, APA members voted “Yes” on a referendum to remove APA psychologists from detention sites in violation of international law, and the APA policy was effectively overturned. The New York Times covered the vote in a follow-up story, as did many other news outlets.
Case Study #2: The Diaper Bank
Situation: This innovative nonprofit, based in Connecticut, distributes diapers to needy families. Diaper Bank founder and president Joanne Samuel Goldblum, a social worker, started the organization after she learned that there is no federal or state entitlement program that covers the cost of diapers. Today, the program is giving away more than 100,000 diapers a month in New Haven alone, and they recently celebrated the distribution of their two millionth diaper.
Goldblum sought to expand public and media awareness of The Diaper Bank and its mission, and to reach opinion leaders and decision makers who can help bring about change.
Solution: Emily Whitfield Communications created a communications plan for The Diaper Bank geared toward building media and community awareness of the organization in order to increase fundraising, broaden the public’s understanding of the issue and encourage the service community to implement policy and program changes that would benefit The Diaper Bank’s constituents. Elements of the program included message development, securing local and national media coverage, and positioning Goldblum as an expert commentator on families and poverty.
| “Having never worked with a communications professional before, I didn’t really know what to expect. Emily took the time to learn about The Diaper Bank and explain to me what a communications program could accomplish for my organization. She then proceeded to make it happen! Emily doesn’t just get us in the news - she understands our mission and shares our passion for making the world a better place for all children.” |
| Joanne Goldblum, President and Founder, The Diaper Bank |
Results: Goldblum has been honored on ABC World News’ “Person of the Week” segment; named a “Hero Among Us” in People Magazine; authored a compelling op-ed in the Hartford Courant, appeared as a guest on CNN’s Glenn Beck Show; and was featured in a column in the Connecticut section of The New York Times. She was also named the New Haven Register’s “Person of the Year” in December 2007.
Emily continues to work with The Diaper Bank to fulfill a variety of communications goals, including placing additional op-eds and publicizing The Diaper Bank’s 2009 annual Stroll-a-Thon, slated for Mother’s Day weekend.
Case Study #3: Communications Consortium Media Center (CCMC)
CCMC is a public interest media center dedicated to helping nonprofit organizations use media and new technologies as tools for policy change.
Recently, Emily provided editorial comments and suggestions for the updated second edition of CCMC’s popular book, Strategic Communications for Nonprofits: A Step-by-Step Guide to Working with the Media (September 2008, Jossey-Bass). She recommends the book to all of her clients and to anyone seeking to understand today’s complex media environment.
Since 2007, CCMC has asked Emily to consult on a number of different projects for its clients, including:
Public Interest Projects/Fulfilling the Dream Fund. PIP’s Fulfilling the Dream Fund is a funders’ collaborative to support affirmative action and other efforts to promote full inclusion of people of color and women in our society. For this multi-year project, $6 million project, CCMC brought Emily together with leading social justice and civil rights advocates to:
- Lead and/or present sections of Webinars on affirmative action messaging
- Conduct PIP grantee workshops on using values to convey messages
- Interview PIP grantees on their communications needs
- Participate in meetings with PIP grantees in California and Colorado
SPARK (Supporting Partnerships to Assure Ready Kids). SPARK is an early childhood education initiative of the Kellogg Foundation. For this project, Emily was part of a team that provided media training and support to SPARK grantees across the country. Emily conducted workshops on op-ed writing for SPARK grantees at meetings in Albuquerque and Atlanta, and assisted with the drafting and placement of six separate op-eds in local and national papers.
Center for American Women and Politics and Birth Control Watch. In the run-up to Election Day 2008, the Center for American Women and Politics at Rutgers University had important polling information about women and the vote, while another group, Birth Control Watch was increasingly concerned about ballot initiatives to restrict access to contraceptives. CCMC set up audio news conferences for each group to get their message out and asked Emily to help get national and local reporters, editorial writers, bloggers and columnists to dial in.
This was no easy task during one of the most intense news periods in recent memory, when journalists’ time and attention was at a premium and new issues were grabbing headlines every day. By keeping her calls focused, succinct and persuasive, Emily managed to a drum up a strong turnout for the briefings, which resulted in stories in several important national outlets, including U.S. News and World Report.
Case Study #4: Jobs With Justice
Situation: In 2007, Jobs With Justice, a national advocate for workers’ rights, was sued under federal racketeering law (RICO) by pork processing giant Smithfield Foods. The lawsuit, which also named labor unions and grassroots activists, was seen as an attempt to intimidate critics of the company’s labor practices and to muzzle the free speech activities of those who supported them, including unions, city councils, citizen and immigrants rights groups, and religious organizations.
Solution: Emily developed a comprehensive communications plan that included a national media relations strategy to draw attention to this corporate attack on basic First Amendment rights. The plan also included recommendations for an innovative viral web marketing campaign, outreach to traditional and non-traditional allies, and coordination with legal and grassroots teams, as well as a budget and identification of staffing and other support needs.
Results: Due to swift-moving developments in the case, the client decided against implementing the full communications plan and to focus only on media relations. Emily secured significant national media attention on this issue, including a New York Times article by legal reporter Adam Liptak, entitled, “A Corporate View of Mafia Tactics: Lobbying, Protesting and Citing Upton Sinclair,” (Feb. 5, 2008, Sidebar column). The Times piece sparked responses on blogs and among members of the free speech community around the country.
Emily later joined JWJ in leading a presentation on RICO laws and the First Amendment at a meeting of the Free Expression Network in Washington, DC. In October 2008, Smithfield settled the case against JWJ and its allies.