Case Study

Overcoming Racism

Project Overview

Overcoming Racism is a national non-profit that works with schools and organizations nationwide to provide professional training, leadership, board coaching, and consultations around race and equity. Their mission is to provide high-impact race and equity professional development and consultation that aids their partners cultivate a culture of equity and create institutions that dismantle systems of oppression that exist in their work and communities.

The Problem

The company’s CEO, Matthew Kincaid, was seeking press to bring awareness to his company and their initiatives. Matthew sought to secure himself as a thought leader in the topics of anti-racism, DEI, race, and social justice. 

During initial talks with Otter PR, Matthew explained how his team had previously worked with another PR company. However, he was displeased with the placements they received. Both of these problems were taken into great consideration when our team began crafting Overcoming Racism’s PR strategy.

The Strategy

Otter PR began by pitching Matthew as a thought leader in both local and national news outlets. This outreach enabled Matthew to speak as a guest expert on topics such as the overturning of Roe vs. Wade, Stop Woke Act, and book-banning in several US school districts. From this strategy, Matthew’s commentary led him to gain additional coverage in Spectrum News and Fox, as well as op-ed placements in niche-focused outlets such as The Hechinger Report.

Business Impact (results)

From Matthew: “We found Otter PR after working with another PR firm for three months. In that time, we got almost no traction with media outlets. Within a week of hiring Otter PR and working with Alexia, we received multiple opportunities to tell our story to a wider audience. Alexia is hard working, patient, and a brilliant communicator — most of all, though, she always follows through on her promises. Working with Alexia has not only improved our external profile, but it has also been extremely easy. Alexia and her colleagues at Otter PR remained dedicated to telling the story we wished to tell while simultaneously pushing our company outside of our comfort zone. We are grateful to be working with someone who is just as dedicated as we are to get our story out to the people who want and need to hear it.”

Alexia Mckay

Alexia Mckay

Alexia McKay is a publicist at Otter PR. She is also the founder of her own publishing company, RoyalTee Magazine. Alexia is a graduate of Florida A&M University and is a member of the National Association of Black Journalists and Delta Sigma Theta Sorority, Inc. In addition to working as a publicist for Otter, Alexia is a public speaker, mentor, and journalist with over a decade of experience, including television producing, feature, entertainment, and lifestyle reporting. Previously, she worked as a television news producer for ABC, CBS, and Spectrum news outlets. At Otter, she’s landed clients on the Red Table Table, Newsweek, NBC, Haute Living, LA Wire, NY Weekly, and Black Enterprise

Publicist

Alexia Mckay

Alexia Mckay

Alexia McKay is a publicist at Otter PR. She is also the founder of her own publishing company, RoyalTee Magazine. Alexia is a graduate of Florida A&M University and is a member of the National Association of Black Journalists and Delta Sigma Theta Sorority, Inc. In addition to working as a publicist for Otter, Alexia is a public speaker, mentor, and journalist with over a decade of experience, including television producing, feature, entertainment, and lifestyle reporting. Previously, she worked as a television news producer for ABC, CBS, and Spectrum news outlets. At Otter, she’s landed clients on the Red Table Table, Newsweek, NBC, Haute Living, LA Wire, NY Weekly, and Black Enterprise

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