By Sarah Massey

Becoming a Live Green Spot is a natural extension of my work at Massey Media and, basically, everything in my life. My goal is to help audiences to see the connections between the health of our communities with the health of our planet. I’ve worked with under-served communities in urban neighborhoods to give voice to environmental justice. At Massey Media, we stand up to the companies and government agencies that dump, pollute, and rip mountains apart for coal. We advocate for good, green jobs so workers can be a part of the green economy, building for a healthy future for our children and grandchildren.

My BA is in International Studies and Geography, and I went exploring in Mexico and Europe to better understand human systems. What you might not know about me is that I hold a Masters of Urban Planning (MUP) with a concentration in transportation and environment from Hunter College. Hunter College is a university rooted in social justice, and the MUP’s focus is bringing public services, health, and equality to under-served communities. My degree taught me to both plan for public transit and to take an advocate role with government to access the needed support and funds. Everyone knows public transit is better for the environment and helps people with disabilities get around, so why can’t we have more of it?

With that knowledge, I worked as a transit riders advocate with the Permanent Citizens Advisory Committee to the MTA, the country’s largest transit system. I rode the rails and studied bus lines. I worked with passionate people who wanted public transit to be the best it could be for what they saw as the capital of the world. At work, I met a group of community organizers from Harlem, WE ACT for Environmental Justice, who were fighting to make sure that transit would have only positive impacts for the community. I felt compelled to help more directly. We championed the “If You Live Uptown, Breathe at Your Own Risk” campaign that brought clean air buses to NYC and also DC. Later on, my passion for working on rights campaigns took me to the labor movement at the National Employment Law Project and the AFL-CIO, where I advocated for better, healthier working conditions for all workers. I see myself as a connector between the two movements: I am both green and blue.

As a New Yorker, I’ve always loved public transit, walking through cities, and I know how to live with a small footprint. DC allows me to also live near green spaces and access bike trails and local farms. I buy used and recycled clothing and products whenever I can. I’ve never owned a car and I hope I never have to. I have four wheels: a mountain bike and a road bike.

my road bike with spray paint

My professional and educational experiences, along with my personal values, have informed my choices for running my own company. As a business owner and a boss, I want the best for my staff, our clients, and everyone we impact. We empower our clients to have strong voices for a positive vision of the planet. My team has flex time and a communal workspace to make the work life more healthy. We are dedicated to reducing waste on the job. Being a business owner offers a special opportunity for leadership, and I strive everyday to be a good role model. I serve on the Board of the DC Employment Justice Center and I am the founder of the Fabulous Women Biz Owners DC, a group for support and networking. I am proud to exemplify what it means to be both environmentally and economically sustainable. I hope others get on board.

Making Massey Media a Live Green spot and being an environmentalist, a community organizer, a labor activist, a vegetarian, and living without a car, wearing recycled fashion, and buying produce direct from a farm are all the big and little choices I make everyday to show my commitment to a better planet for all of us. My mom and dad, who are also social justice advocates, taught me that fulfillment comes from doing generous work and living with integrity. I try to follow in their footsteps, and I pay homage to my parents by giving the company our family name.

Hip-Hop Theater Festival Comes to DC
Massey Media is thrilled to be the PR team building audiences for the 9th Annual DC Hip-Hop Theater Festival. Read the preview coverage here at the Washington Afro-American, hear it on WAMU, and blog at Brightest Young Things. Please join us tonight at the Kennedy Center Millennium Stage for the kick-off event to see the skills behind the art form of turntablism. This is when turntables, under the hands of the DJs, become instruments to rock the crowd. Special guests include legendary DJ Rockin’ Rob, from the Bronx, NYC and DMC USA Supremacy Champion, DJ I-Dee. It’s free and amazing.

Do you know Chispa? chispa: what artists + organizers + change agents are thinking + dreaming + doing
Join Sarah Massey this Thursday night at 7:00 PM at The Fridge. She’ll be talking about how to make headlines for social change and the arts. The fee for the event is only $5.

The Rivera Project Launches with Style
Those of you who have followed Massey Media’s almost five-year evolution know that we love social justice and we love the arts. What could we love more? A new non-profit and art show celebrates the intersection of arts and activism. Launched this June with the show “Arts in Crisis,” the Rivera Project’s vision is to bring the arts community and activist communities together to support each other’s efforts. Read more in this front-page story from the Washington Post Style section.

Do you want to make headlines in DC? Call on Massey Media.
Recent press results for our clients:

* 6/23/10, Washington Post, Cesar Maxit, Graham Boyle, other Artists Inspired by Community Activism
* 6/15/10, WAMU, Environmentally Conscious Consumers Catch A Break
* 5/20/10, WTNH, News8, Red Cross Workers Strike
* 5/11/10, Washington Post, Ernest J. Gaines’s ‘Lesson’ Prompts Teens to Grapple with Stark Realities

Passion, Persistence & Expertise

As you embark on your PR journey, there are a few essentials you must have to ensure success. One of the most important tools you must have is a smart press list. To compile an excellent and practical press list, there are a few things you must think about.

Why Do You Need a Press List?
The answer to this question might seem obvious, but it’s actually more multifaceted than you might imagine. In today’s world, everyone is so connected and informed about a variety of different issues and events. Despite everyone being so interconnected, establishing a link with these individuals can be quite difficult. Without going through the right channels, it can be next to impossible to reach a large audience. The press, however, is that direct link between you and your audience. By placing yourself in the press, you will again access to the ever-growing network that exists in the world outside of your immediate social network. If placed properly in the press, you’re audience can grow exponentially.

Who and What Is Your Target Audience?
Who is the audience for your message is an important and significant part of your press list. Without understanding who and what your target audience is, it can be very difficult to build a following and establish yourself in your particular field. The reason this particular piece is so important is because it will help you figure out where to direct your focus. For instance, if you were DC’s youngest (and most talented!), electronic rock band, you’re target audience might be teenagers and young adults who listen to electronic rock and similar genres. With that in mind, you’ll want to seek out outlets that have that following. You’ll want to seek out press placements in teen or music magazines and other similar outlets. Granted, being on Fox News in the middle of the day might be a great feat, but if your target audience isn’t watching, what’s the point? Being able to hone in on your audience, capture and maintain their attention are the goals of public relations and, more specifically, a press list.

Last, But Certainly Not Least…
There are always a few logistical aspects to these processes. You must think about the geographic area when building press lists. If you’re touring in and around Baltimore, find news outlets that cover that area. As mentioned before, it’s great if you’re in the press in California, but when promoting for an event, you want to make sure that you’re target audience (in this case, the audience in a particular area) sees your message.

Also, remember the world of press and media is much larger than you think. Today, people are accessing their news from more than big television networks. Blogs, independent news outlets, and radio are also big sources of information for the masses of today. Seek out media sources in places that you might not normally. The bigger and broader your network, the more potential you have to gain a larger audience.

And always remember, the team at Massey Media will build your press list, if needed. Massey Media puts together the perfect package for your public relations needs. We have the passion, persistence and expertise to make your dream into a reality!

- Hilary

Digital Capital Week is awesome. Why? Because among the great events, they brought together creative people to brainstorm how to keep Adams Morgan thriving while our neighborhood is hit with massive street-scape construction for the next two years. They are inviting people to think of ways to make the area boom through creativity.

I live in Adams Morgan and I have an office here. I love my neighborhood, and I am worried that the short term sidewalk construction will hurt our local businesses. The idea posed by the BID is to do something with innovative lighting, both to celebrate Adams Morgan is an evening destination location and that’s when the construction will be halted. What would you do?

Check out my little video about the construction plans and also hear from our community about creative ideas for lighting up the street to attract people during the construction. Have an idea to light up Adams Morgan?

Have an idea? Please comment here or get in touch with the Adams Morgan BID.

- Sarah

Have you heard that a picture is worth a thousand words? Well, it’s a cheesy adage but also true.

We’ve seen a troubling trend in the news industry lately, which is that newsroom budgets are shrinking. Photojournalists are getting cut. Don’t be a victim of the disappearing newsroom: supply your own photos to accompany your great story. At Massey Media, we work with talented photojournalists who help us capture the news and share with editors. Remember, not only can photos help you garner press coverage, you can use them on your website and newsletters. Sarah Massey is a photography hobbyist and her client photos have appeared in the Wall Street Journal, the Washington Post, and the Dupont Current. Need a great photo? Call us and we’ll help you find the right pro to tell your story.

Write Your Sales Leadership Story

Join us for a two-session workshop from PR Expert Sarah Massey and Executive Coach Carolyn Butcher. Bringing a combined experience of over 30 years in sales, marketing, and public relations for corporations and non-profits, the workshop leaders offer you a creative learning environment. You will build your capacity and be empowered to use storytelling techniques for persuasive communications.

Storytelling is the language of leadership. Crafting a business story of value, relevance, differentiation, and as a strategic resource is a sales leadership story. In these master classes, you will learn the elements of sales storytelling and sharpen your leadership ability to tell your business story to your client. You will engage your clients from the first interaction to final business results. You will receive tips, tools, and time to identify strategies and steps to increase efficiency in sales and business operations and practice telling your story in ways that will delight your clients and enhance the overall client experience.

May 10: Part 1 – What’s Your Sales Story?
May 24: Part 2 – What’s Your Sales Process?
Time: 7 PM – 9:30 PM
Investment: One Session: $75, Both Sessions: $125
To enroll: info@massey-media.com

What past participants have to say…
“Carolyn and Sarah are world class storytellers and trainers,” - Chris Bradshaw, Executive Director, Dreaming Out Loud

“Sarah and Carolyn’s storytelling for sales is an invaluable workshop. I have been using their presentation for hours and hours over the past few days to help me build my vision for a new client services package!”- Mike Doyle

Do you want to make headlines in DC? Call on Massey Media.

Recent press results for our clients:

• 4/28/10, The New York Times, Labor Protests Test Egypt’s Government
• 4/23/10, ReadySetDC, Open Up! Preview of the 52 O Street Open Studios
• 4/21/10, BBC News, Murals Changing the Face of Washington DC
• 4/10/10, Washington Post, Going Out Gurus

On Saturday, May 1, Lacy MacAuley and I joined a huge pro-immigrant rights rally outside the White House to show our support for civil rights. Here is a little video we made about the day.

For many years, I have worked in immigrant rights and have supported laws that make it easier for immigrants to be a part of society, such as getting a driver’s license. When one group of people does not have the same rights as the majority, they will be exploited. Right now, workers across the country are getting paid less than minimum wage because their employers threaten them. Today in Arizona, people are afraid to call the police, which means criminals have free reign. It’s unjust, unfair, and dangerous for all of us.

We applauded U.S. Rep. Luis Gutierrez (D-Ill.) who sat down in front of the White House in an act of civil disobedience and was arrested to show his support for immigrants.

From The New York Times coverage:

Mr. Gutierrez was handcuffed behind his back with plastic cuffs by the Park Police, and he walked in silence when an officer led him away along the black wrought-iron fence in front of the White House. Among others arrested with him were Jaime Contreras, director for Washington, D.C., of the Service Employees International Union; Joshua Hoyt, Ali Noorani, Deepak Bhargava, and Gustavo Torres, leaders of immigrant advocate organizations; and Gregory Cendana, president of the United States Student Association.

- Sarah