Background
The Creating Change Conference, hosted annually by the National LGBTQ Task Force, serves as a premier political, leadership, and skills-building event for the LGBTQ+ movement. The conference’s mission is to empower the community, promote equality, and build a future where all LGBTQ+ individuals can live authentically in every aspect of their lives.
To increase visibility, expand media reach, and engage new audiences, The Communications Shop partnered with the National LGBTQ Task Force to implement a strategic media relations campaign that would elevate the importance of the conference and highlight its impact.
Challenge
While Creating Change is a longstanding and influential conference, the campaign faced three primary challenges:
- Raising National Awareness – Ensuring that media outlets covered the event as a pivotal moment in the LGBTQ+ rights movement.
- Strengthening Media Relationships – Educating journalists and producers about the significance of the conference and the work of the National LGBTQ Task Force.
- Leveraging Digital & Social Media Influence – Expanding audience engagement beyond traditional media through influencer partnerships and digital storytelling.
Strategy & Execution
To maximize impact, The Communications Shop executed a multi-layered media strategy focused on earned media, digital amplification, and spokesperson training.
1. Media Training & Spokesperson Preparation
- Developed tailored talking points to ensure the National LGBTQ Task Force spokespeople delivered clear, compelling, and media-friendly messages.
- Conducted media training sessions to equip key representatives with confidence and strategic communication skills for press interviews.
2. Targeted Media Outreach & Press Engagement
- Built relationships with LGBTQ-focused media outlets and mainstream news organizations to position the Creating Change Conference as a must-cover event.
- Conducted personalized outreach to radio hosts, TV news reporters, and newspapers reporters, securing interviews and coverage.
3. Influencer & Digital Engagement
- Collaborated with LGBTQ+ social media influencers to co-create and produce engaging Instagram Reels promoting the conference.
- Implemented a social media strategy to amplify event highlights, driving engagement through digital storytelling.
Results & Impact
Through a strategic and well-executed media relations plan, the Creating Change Conference achieved significant media exposure and digital engagement:
- Expanded Media Coverage – Secured press attention from both mainstream and LGBTQ-focused media outlets.
- Strengthened Thought Leadership – Positioned the National LGBTQ Task Force as a key authority on LGBTQ+ advocacy and policy.
- Increased Digital Engagement – Successfully collaborated with influencers to generate high-impact social media content that reached broader audiences.
Conclusion
By strategically combining traditional media outreach with digital engagement, The Communications Shop helped elevate the Creating Change Conference as a transformational event within the LGBTQ+ advocacy space. Our efforts reinforced the importance of the conference, amplified key messages, and strengthened the visibility of the National LGBTQ Task Force as a leading force for equality.
- Partner : National LGBTQ Task Force
- Categories :
- Lgbtq+ Rights
- Media Relations & Public Relations
