ROLE: PR & MEDIA RELATIONS CONTRACTOR

The Snow Angel Foundation exists at the intersection of snow sports and life-saving safety education — bringing founders Chauncy and Kelli Johnson directly to ski areas across the country to engage guests and train employees in snow safety practices that save lives. When the Foundation launched a 30-resort tour, they needed someone who could move fast, coordinate broadly, and get the story in front of the right people. That's where I came in.

I was contracted to write and disseminate media releases announcing each onsite visit — crafting releases that were written, approved, and distributed to major media outlets, local news, and industry press within a three-day turnaround per stop. Thirty ski areas. Thirty tailored announcements. One tight, repeatable process that kept the campaign moving without losing the local relevance that makes community press pay attention.

Beyond the releases, I coordinated directly with participating ski areas, managed media visit logistics, and arranged interviews — serving as the connective tissue between the Foundation, the resorts, and the journalists covering the story. Getting a founder in front of a local news camera the morning of a resort visit requires the kind of coordination that doesn't show up in a press release but determines whether the coverage happens at all.

The work extended into advocacy. During January's National Ski Area Safety Month, I amplified the Snow Angel Challenge across channels — a targeted effort that helped raise more than $20,000 toward the Foundation's snow safety education and awareness mission.