Miracle Messages, a nonprofit reconnecting homeless individuals with their loved ones, partnered with 1440 Multiversity, a learning destination in Scotts Valley, for an event aimed at addressing the homeless crisis in America. The event featured individuals with lived experiences of homelessness who shared their stories, highlighting the human side of the issue.

Sterling signed on pro bono to increase local awareness about the event and its important larger goals. The 1440 Multiversity and Miracle Messages event aiming to help connect people living without shelter to long-lost family members and/or welcoming “buddies” drew front-page coverage in the Santa Cruz Sentinel! Take a read and learn how Miracle Messages is launching a pilot in Santa Cruz County.

Public Relations Strategy

Targeted Media Outreach

Understanding the local relevance and community impact, Sterling crafted a targeted media list that included the Santa Cruz Sentinel. Recognizing the Sentinel’s interest in community-driven stories and social issues, we tailored our pitch to emphasize the event’s local ties and its relevance to ongoing discussions about homelessness in Santa Cruz County.

Compelling Story Angle

We focused our pitch on the powerful narratives of individuals participating in the event. Highlighting their stories not only personalized the issue but also aligned with the Sentinel’s editorial focus on human interest stories that resonate with local readers. By showcasing the voices of those directly affected by homelessness, we aimed to create a narrative that would engage readers and underline the urgency of addressing this societal challenge.

Media Kit Development

To support our pitch, we developed a comprehensive media kit that included background information on Miracle Messages, details about the event at 1440 Multiversity, bios of key speakers including individuals with lived experiences, and impactful statistics on homelessness in the local area. This ensured that the Sentinel had all the necessary information to develop a well-rounded story.

Exclusive Access and Interview

Offering the Sentinel exclusive access to the event and one-on-one interviews with key speakers was pivotal. This provided the newspaper with unique content and a first-hand perspective on the event, increasing the likelihood of securing prominent coverage. By facilitating direct interactions between journalists and event participants, we ensured that the Sentinel could capture authentic and compelling stories.

The Santa Cruz Sentinel responded positively to our pitch, recognizing the significance of the event and its alignment with local interests. The resulting article, published on both the newspaper’s front page and online platform, highlighted the Miracle Messages and 1440 Multiversity event prominently. It featured stories of individuals impacted by homelessness, effectively conveying the event’s message of compassion and community action.

Key Takeaways

Through strategic media outreach, a compelling story angle, and proactive engagement with local media, our PR agency successfully positioned Miracle Messages and 1440 Multiversity as leaders in addressing the homeless crisis. By prioritizing authentic storytelling and leveraging local partnerships, we secured impactful front-page newspaper coverage that raised awareness and fostered meaningful community dialogue around this pressing social issue.

“No one goes through homelessness alone and no one should feel helpless on this issue.” — Kevin Adler, Founder of Miracle Messages