Understand audiences. Shape narratives. Drive action. Create clarity and emotional resonance.
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IBEW Local 614 is the labor union representing the linemen who power and heat the Philadelphia region. For 20 years, Local 614 members have built, maintained, and protected the region’s electrical grid, ensuring safe, reliable service to communities and businesses.
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IBEW Local 614, representing utility linemen in Pennsylvania, had never pursued a public-facing strategy. Despite a pattern of serious and potentially deadly accidents and downed electric lines in the Philadelphia area, the union’s voice had been absent from the public conversation about safety, infrastructure, and corporate responsibility.
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I developed a proactive press strategy that positioned Local 614 as a credible, essential voice on safety and accountability. This included:
Creating key messages that connected workplace safety to broader issues of public safety and infrastructure investment.
Drafting rapid response statements and opinion pieces when accidents occurred.
Identifying media opportunities to highlight the fundamental connection between the union’s interests and the safety of workers and the wants and needs of the utility customers.
Pitching union leadership to regional press as experts on the root causes of industry-wide risks.
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Local 614 secured media coverage for the first time in its history, with union leadership featured in stories that shifted public understanding of utility accidents, from isolated incidents to systemic issues. The union's perspective helped shape the narrative around accountability, leading to increased public and political awareness of frontline workers’ safety concerns. Internally, the success built confidence and momentum for ongoing communications work.
Earned Media & Press Strategy
Creative Direction & Multimedia Storytelling
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Bloc Party is a show about the fight for the soul of the Democratic Party, featuring progressive champions challenging the status quo from inside the halls of power and the organizers transforming the party’s agenda from the outside.
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To create a podcast that both educates and engages listeners on complex and timely progressive political topics, making technical policy issues accessible without losing nuance or urgency.
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As co-host and producer, I helped shape Bloc Party’s editorial vision and tone, blending deep political insight with engaging storytelling. In an episode with Lindsay Owens, Executive Director of Groundwork Collaborative, we broke down the economy, inflation, and the Federal Reserve, synthesizing dense economic concepts into engaging and digestible dialogue. This involved:
Keeping a finger on the pulse of current political and economic developments
Crafting accessible narratives that resonate with the average listener and policy wonks
Leading creative decisions on episode structure, pacing, and tone to maintain listener engagement
Hosting with a conversational, relatable style that builds connection and community
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Bloc Party successfully carved out a distinctive space in progressive ecosystems, engaging a growing audience eager for thoughtful analysis and authentic voices. The podcast’s mix of inside-the-halls-of-power perspectives and grassroots organizing insights helped listeners understand the stakes and strategies shaping the Democratic Party’s future.
Narrative Strategy & Messaging
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In the midst of a heated public debate around homelessness in California, much of the dominant narrative placed blame on individuals rather than addressing systemic drivers, particularly addiction, which was often framed with stigma and lacking context. There was a need to shift the conversation toward a more compassionate, nuanced understanding of addiction as a broader public health issue touching the lives of many Americans.
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I wrote and placed an op-ed in the San Diego Union-Tribune that challenged the prevailing narratives around addiction and homelessness. Grounded in research and personal storytelling, the piece reframed addiction as a widespread and urgent crisis — one that demands policy solutions rooted in care, not criminalization. My approach included:
Crafting a clear, values-based message that invited readers to reconsider their assumptions
Weaving personal insight with data and cultural analysis to broaden understanding
Targeting local media to reach both everyday readers and decision-makers in Southern California
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The op-ed resonated widely, gaining traction among advocacy organizations and local elected officials. It was shared in advocacy spaces and among local elected officials as a tool to reframe public understanding and influence more humane approaches to homelessness and addiction. The piece served as an example of how strategic, well-placed writing can disrupt harmful narratives and open space for more effective, values-aligned solutions.
Social Media Management
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Rana Abdelhamid was a candidate for Congress running in Queens, NY. She is the child of Egyptian immigrants, a community organizer and 1st Degree Black Belt, born and raised in Astoria.
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Launching and managing social media channels for a first-time NYC congressional candidate, with the goal of building meaningful engagement among young voters and growing an authentic online community.
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I developed and executed a social media strategy focused on amplifying Rana’s values-driven message and connecting directly with young, progressive voters. This included:
Creating a consistent content calendar with a mix of policy highlights, personal stories, featuring the culture and small businesses of the district and grassroots organizing updates
Crafting shareable, visually engaging posts tailored to each platform’s audience and trends
Engaging actively with followers to build community and encourage dialogue
Monitoring analytics and adjusting tactics to optimize reach and follower growth
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Within a campaign cycle, Rana’s social media held a 30% growth rate, significantly increasing reach among a core voter demographic of young people. The channels became vital tools for voter engagement, grassroots mobilization, and narrative control — helping position Rana as a dynamic, accessible candidate committed to progressive change.
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Malikah is a grassroots mutual aid and anti-violence organization based in Queens, NY, working to build safety and power for working class immigrant and asylum seeker communities through self-defense, healing justice, organizing, and financial literacy.
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Malikah needed a skilled writer to craft clear, compelling grant proposals that truly conveyed the organization's impact, vision and values — helping unlock new funding opportunities and deepen donor engagement.
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As Malikah’s Development Specialist, I partnered closely with the team to:
Translate their programs and impact into powerful, values-driven narratives tailored for each funder.
Develop core proposal language and storytelling frameworks to ensure consistency and emotional resonance across grants.
Write and refine major grant applications that aligned Malikah’s mission with funder priorities.
Collaborate to sharpen pre- and post-program surveys to gather richer qualitative feedback and more actionable quantitative data; improving their ability to tell impact stories with evidence.
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Malikah secured more diverse institutional grants, expanding their programmatic reach. The improved survey tools enabled stronger impact reporting, bolstering future fundraising efforts with clear, data-backed stories. Strategic writing elevated Malikah’s external communications and internal confidence around their mission and outcomes.
