SEPTEMBER 2025

IF YOU DON'T TELL YOUR STORY, SOMEONE (OR NO ONE) ELSE WILL!

INTRODUCTIONS

ABOUT ASHLEY

• Education: May 2019 Murray State Graduate
• TV Production & Journalism
• First Job: TV Producer at ABC Affiliate in Henderson, KY
• RunSwitch: September 2019 - Present
• Account Coordinator - Account Director
• Experience: Media relations, healthcare public affairs, and grassroots advocacy

• As Kentucky’s largest public relations firm, we provide comprehensive strategic communications counsel on all aspects of public relations, public affairs and crisis communications.

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• We represent well-known names in corporate America, national advocacy groups and other organizations that trust our team to tell their story.

ABOUT RUNSWITCH PR

Tell your story before someone else does. We make sure the right audience, whether it’s media, consumers, employees,or shareholders, hear your message.

Whether it’s the intersection between business and government or business and public opinion, RunSwitch puts a strategic communication plan in action to reach your objectives.

When crisis hits, companies trust RunSwitch to navigate the unknown. Our crisis experts quickly put their proven experience to work for you.

RunSwitch’s clients are at the cutting edge of digital tactics. From website development to digital tools, RunSwitch delivers your message to key audiences.

OUR MISSION

BOTH PUBLIC RELATIONS AND PUBLIC AFFAIRS = INTERACTING WITH THE PUBLIC.

WHAT IS PUBLIC RELATIONS?

• Public relations is the practice of influencing, engaging and building a relationship with key stakeholders to shape and frame public perception.

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• It protects and promotes the public reputation of an organization by controlling the public narrative.

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• There are two types of public relations: corporate and agency.

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• Corporate: You work for one company.

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• Agency: You work with a variety of clients on different campaigns across multiple industries.

WHAT IS PUBLIC AFFAIRS?

• Public affairs combines government relations and media relations to influence public policy, build community awareness, and find common ground with stakeholders.

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• A major part of public affairs— that differs from traditional public relations— is grassroots coalition building, issue advocacy, and working with lobbyists.

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• For example: Multi-Cancer Early Detection Legislation

IF YOU DON'T TELL YOUR STORY, SOMEONE (OR NO ONE) ELSE WILL!

IMPORTANT QUESTIONS

• Who is our audience?
• State legislators or federal lawmakers?
• Customers?
• Community members?
• What are we trying to accomplish?
• Pass/oppose legislation?
• Education and awareness?
• Promotion of company success?
• Brand reputation?
• Whose voices would be most impactful?
• What are our key messages?
• Aim for the top 3 things we want our audience to remember
• What tactics can we use to disseminate our messaging?

HOW TO TELL YOUR STORY - EARNED MEDIA

Traditional news stories

Op-eds and letters-to-the-editor

Stepping in front of the camera

Social media / paid media

Press releases

Blogs & newsletters

HOW TO TELL YOUR STORY - ADVOCACY & GRASSROOTS

Build an echo chamber of support

Outreach to legislators (emails, letters, in-person meetings)

Educational handouts for policymakers

Be personal & share your story!

<---- Roundtable

Capitol Hill Visits---->

BEST PRACTICES

• Keep messaging consistent and concise
• What are the top 3 things we want our target audience(s) to remember?
• Make it human
• Develop strong writing & communication skills
• Make connections with reporters.
• Know your audience - don't just approach them when you need something.
• Utilize digital advertising and social media to create compelling content.
• Research! Google is your friend.
• Be mindful of what’s happening across the industry.
• Showcase your successes!

YOUR STORY MATTERS!

BE THE ONE TO TELL IT.

QUESTIONS?

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Contact me!

Ashley Bitters

ashley@runswitchpr.com