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Seattle AWC Lunch & Learn: Outperform Expectations PR Secrets from Two Journalists-Turned-Publicists

Thursday, November 10, 2022, 12:00 PM until 1:30 PM
Nine Hats Winery SODO Urban Works
3861 1st Ave S
Seattle, WA  
Additional Info:
Event Contact(s):
Cathy E Wetter
Seattle WA
Registration is required
Payment In Full In Advance Only

Landing consistent, positive earned media coverage for your organization is possible. Join us for a talk with two journalists-turned-publicists to gain insights about how to: 

  • Navigate internal conversations to create pitches that work

  • Increase odds for coverage with a few key words

  • Build rapport with journalists and make yourself an invaluable resource 

  • Extend positive coverage across earned media platforms 

  • Score multiple placements through series inclusion 

Your Questions Answered 

About half our time is dedicated to your questions. Sally and Nicole facilitate the conversation. They’ll walk you through editorial processes and timing. You’ll gain new insights, fresh perspective and a host of tips to help you land more coverage. 

ally Farhat Kassab

Media Specialist, The Scratch Collective

Sally works in corporate communications for technology companies with a focus on start-ups. Her career began in journalism. As a print journalist, Sally worked in New York for Parents and In Style, broke stories for the Detroit Free Press, bylined for the Seattle Times and was the editor of Seattle Bride magazine. She taught Media Writing in the Department of Communications at the University of Washington, and most recently wrote for US News & World Report. Before that, Sally worked with Microsoft. She knows how news editors think because she was one.

Connect with Sally on LinkedIn

Nicole Francois
Nicole Francois

President, Market Well 

Nicole oversees communications for health care organizations including health networks, institutes for doctoral and postdoctoral education, senior care, and surgical practices. She began her career in broadcast journalism, working news gathering networks ABC, CBS, CNN, Fox News, PBS, and with Seattle news stations. In her work as a journalist, Nicole investigated stories, produced news segments and programs, and selected which news crews would be assigned for coverage. She offers deep insights about the broadcast news decision making process. 

Connect with Nicole on LinkedIn


The Seattle Professional Chapter of the Association for Women in Communications invites all interested in networking and professional development to attend this exciting event. We will meet in the Bowler Room at Nine Hats Winery in SODO Urbanworks, in the heart of South Seattle, with ample parking.