Case Study

PRC – Thought Leadership


San Francisco-based PRC provides a range of vital resources to people impacted by HIV/AIDS, substance use or mental health issues. The nonprofit turned to LCI to elevate the organization and its CEO, Brett Andrews, within the community and media/influencers.


LCI’s strategic approach sought to leverage thought leadership for PRC and its spokespeople. The campaign accomplished this by leveraging topical news while generating a continuous drumbeat of media interest among Bay Area press to increase visibility for PRC, its leadership team and its events. To achieve this, the team: promoted PRC’s merger with two other nonprofits; forged new relationships with key reporters; pursued placement of bylined articles and op-eds; submitted CEO Brett Andrews for leadership awards; managed partnership announcements; and more.


LCI secured thought leadership opportunities, media coverage and increased brand + CEO awareness through the following:

  • Pitched and placed an ongoing monthly SF Bay Times bylined article, penned by CEO Brett Andrews
  • Continuing series of Op-Eds in the San Francisco Business Times, including such topical news as: challenges faced by African Americans (part of Black History Month); and the fight to dismantle racism (Black Lives Matter)
  • Series of in-person meetings with Bay Area reporters, editors and influencers, including news reporters and editors at both the San Francisco Chronicle and the San Francisco Business Times
  • Nomination of CEO Brett Andrews for the San Francisco Business Times’ “Outstanding LGBTQ Business Leaders in the Bay Area 2020”
  • A successful merger with two other complementary nonprofits, (including major regional coverage)
  • Managed the announcement of a new partnership with AIDS Walk SF and AIDS Walk NY
  • Strategic media relations campaign, securing coverage for PRC events including the annual Pride Brunch (Nob Hill Gazette) and AIDS Walk San Francisco 2020 (KGO-TV/ABC; Variety; San Francisco Chronicle; Hollywood Reporter; and more), as well as coverage announcing partnerships with organizations like San Francisco General Hospital for the opening of the Hummingbird Place psychiatric respite facility (San Francisco Chronicle)

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