Do you have a story about your business or cause? We can help you share it! This four-part series teaches you how to use storytelling to connect with your community, build trust, and grow your reach.
Part 1: Building Your Media Blueprint-Build a Press Kit for Targeted Journalists
In the first session of From Insights to Impact, attendees will learn the foundational steps of getting their story in front of the right people. This module focuses on identifying target media outlets, researching journalists and influencers aligned with your brand, and creating a strategic, segmented press list. We will also explore best practices for pitching, outreach timing, and securing interviews with journalists, podcasters, and content creators.
By the end of this session, attendees will have a customized media list and a clear plan for scheduling meaningful press opportunities.
No registration required; bring your lunch and your questions!
Course Overview: From Insights to Impact – How to Tell Brand Stories in News, Marketing, and Online
From Insights to Impact is a four-part course designed to help creatives, entrepreneurs, and communications professionals transform raw data and brand insights into powerful, resonant stories. From securing media coverage to crafting digital campaigns, this course provides a step-by-step roadmap for sharing your brand story across press, marketing, and online platforms. Each session builds toward a complete storytelling strategy—starting with the tactical work of building press lists and scheduling interviews, and ending with the strategic use of data to refine your message and maximize impact. Whether you’re promoting a product, a nonprofit, or a personal brand, From Insights to Impact equips you with the tools to be both the author and the amplifier of your story.
You’ll learn:
● The Steps of Research and Development for Storytelling and Public Engagement in Public Relations, Marketing and Advertising
● Accessible Technology/AI Tools to Plan, Create, Organize and Share Content for Television, Radio, Print, and Online Media Sources
● Using Public Relations and social media platforms to interpret data and manage relationships in real life and online.
About the presenter: Shannon McFarland is a publicist, investor, and inherent board member raised in central Illinois. A graduate of Urbana High School (c/o '05), Shannon is a seasoned communications professional with editorial experience across STEM, venture capital, sports, and Black classical music in major US markets. Upon graduating from Urbana High, Shannon played and coached volleyball at Clark Atlanta University in Atlanta, GA and received her masters in Recreation and Sport Management from Florida International University in Miami, FL, while working for the 2011-12 NBA Champions Miami Heat. Shannon was inducted into the Urbana Athletic Hall of Fame in 2015, and included in the News-Gazette Best of the Decade 2010-2020.
Starting or growing your business? We can help. champaign.org/launch
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