The Root is the premier news, opinion and culture site for African-American influencers. Founded in 2008, under the leadership of Dr. Henry Louis Gates Jr., The Root provides smart, timely coverage of breaking news, thought-provoking commentary and gives voice to a changing, more diverse America.
Situation: The Root wanted awareness of their editorial staff as political, lifestyle and social justice experts in the media through broadcast segments and editorial commentary.
Action: I developed a media newsletter that outlined the key articles from The Root's staff leveraging timely news and trending stories. From this media newsletter, we included bios of the staff and prior TV appearances so producers and bookers were aware of their media savvy. This newsletter was shared with the key morning and daytime talk TV and radio shows informing them of the editors or writers thoughts on news stories in addition to other topics they could speak to.
Results: As a result of proactive and reactive media pitching, I was able to cultivate relationships with Hardball with Chris Matthews, CBS This Morning and Bill Press in order to secure The Root's editorial staff as reoccurring guests on these shows.
In addition to the above, I was able to form a partnership between the outlet and Keepin' It Real with Rev. Al Sharpton's national radio show for a weekly Wednesday segment with The Root.