Strategic Communications


I spent ten years working in-house for SeaWeb, a PR agency for the ocean.  I designed and implemented numerous communications campaigns, pitched stories, responded to press inquiries, developed training programs, and led media tours.  My work resulted in millions of press hits and corporate, consumer, and government behavior change.

World's Largest Coral Science Meeting

The Problem:   Scientists talk to themselves

The Solution:   Created six international scholarship programs for journalists to attend and cover science meetings.

The Result:

  • We received hundreds of applications for each scholarship from journalists at the world’s top media outlets (International Herald Tribune, The Economist, New York Times, Associated Press).  For the International Coral Reef Symposium, 14 top journalists attended as scholarship recipients, 30 journalists were sponsored by their newsrooms.
  • Influenced creation of award-winning NBC Miami Ecowatch television show.
  • Millions of media impressions for meetings normally attended only by scientists (AP, Economist, Science, etc.).  (link to clip book)
  • Tremendous praise from scientists and conference organizers and we were asked to repeat our work at the next international conference.

The Problem:  Corals are in trouble.
The Solution:   Engage fashion and jewelry industry to tell the story and make the “wrist to reef” connection.

The Result:

  • Created Too Precious to Wear a $675,000 corporate marketing partnership with Tiffiany & Co.
  • Establishment of Coral Reinterpreted where top luxury jewelry makers designed and sold items that celebrated the beauty of coral without harming the  ocean.
  • Persuaded Smithsonian Institution to sell only sustainable coral products by making corporate responsibility case.
  • Convinced the U.S. government to submit formal proposal to increase coral protection and improve trade monitoring through the (CITES), the Conventional for International Trade of Endangered Species.
  • Generated over 100 million impressions (Time, Bloomberg, O, WWD, NY Times, etc.) for coral conservation with design and implementation of media strategy, brand strategy, and website (www.tooprecioustowear.org).


Vanity Fair June 2010

Media Coverage Resulting from Too Precious to Wear. View full page here.