Maximizing Your Earned Media Strategy to Generate Cross-Channel Results

Even in a digital world, traditional earned media can still go the distance when supported by narrative-driven communication strategies. Learn how the External Communications team at Rollins College leveraged a local media pitch to secure worldwide media attention resulting in nearly three billion media impressions, millions of social media views and unprecedented web traffic.

About Our Speaker:

Jo Marie Hebeler is the associate director of external communications at Rollins College where she is responsible for media relations, public relations, and special projects. A graduate of Boston College, her public relations career has spanned over 25 years with positions at Boston College, Boston University, Orlando Health, and now Rollins. In 2021, she was instrumental in the triple-award-winning campaign to unveil the new Mister Rogers Sculpture, “A Beautiful Day for a Neighbor” at Rollins which garnered over 871 million impressions. In May, she pitched the Elizabeth Bonker commencement speech highlighting Rollins’ autistic, non-speaking valedictorian, resulting in over 2.9 billion impressions, including an international audience and placements on ABC World News Tonight, MSNBC, and NPR.