CASE STUDY

The New York Community Trust

Media Relations Strategy and Execution

The Problem

The New York Community Trust has a rich and storied history as one of the nation’s oldest and most prominent community foundations. But because it is based in the highly competitive New York market, it is not easy to generate consistent media coverage.

Since 2019, Turn Two has served as The Trust’s PR agency, working to raise its earned media profile in New York and in national and international outlets.

The Solution

Our media strategy has focused on positioning The Trust’s expert team as go-to sources on timely issues of interest to New York through several tactics, including:

  1. Developing and placing regular opinion pieces bylined by experts from The Trust to showcase their knowledge of timely issues and gain visibility with potential partners and donors.

  2. Pitching and placing stories about nonprofits that have received grants from The Trust and positioning its program officers as experts who can provide additional context.

  3. Capturing ‘newsjacking’ opportunities — positioning The Trust’s leaders as expert sources who can provide context and commentary around timely news topics.

Our strategy positions leaders from The Trust in outlets such as Bloomberg and The Chronicle of Philanthropy.

Results 

This strategy has helped The Trust secure more than 7,000 earned media mentions in local, national, and international outlets.

Highlights include:

  • More than 25 bylined opinion pieces since the start of 2021 in outlets such as The New York Times, Bloomberg, City & State, The Chronicle of Philanthropy and The Well.

  • High-profile features on Trust grantees have appeared in outlets such as The Wall Street Journal, New York Amsterdam News, and Spectrum NY1 News.

  • Experts from The Trust have been featured or quoted in outlets as diverse as National Public Radio, International Business Times, The New York Times, the Wall Street Journal, The Chronicle of Philanthropy, Inside Philanthropy, and Stanford Social Innovation Review.

Learn more about our media relations expertise.

The Trust has more than

7,000

earned media mentions in local, national, and international outlets since 2019.