Media Relations: Promoting Your Organization’s Mission and Message

Sharing your organization’s story and mission with local media is a great way to promote cornea donation and the important work that your eye bank does every day. Eye banks have a lot of meaningful stories about donation and sight restoration that could have a tremendous impact on the public. Communicating those stories and messages in effective ways to the correct audiences is important.  A strong media relations strategy creates a positive public image of your organization and may lead to exposure to new audiences and supporters. When reaching out to a local media outlet it is important to know the story and message you would like to share and how to clearly and effectively communicate that message. This session will include three speakers who will discuss various aspects of media relations and how their organizations promote their messages and stories using local media. 

The speakers will discuss:

  • Which platforms are included in the term “media”
  • Methods for connecting with local media
  • How to prepare staff to share their stories with reporters and journalists
  • Utilizing press releases to share news and updates about an organization.

Learn how to work with local media to effectively share your organization’s story to promote your organization, cornea donation and sight restoration. Register today! 


For one fee of $50 (EBAA Member) or $150 (Non-Member), the entire organization may attend the webinar. After registration, a confirmation email will be sent with a discount code. The contact person who purchased the session should send the discount code to other staff members who may wish to attend the session. The discount code will allow staff to attend remotely for free. 

Note: if an organization has multiple locations, additional registrations must be purchased for each location.

CEU Information

A new CEU process has been implemented. If an individual views the session through their own eyeLEARN account, they simply need to complete the survey on their account to claim credit for the session. If a group of people view the session together in a conference room, then each person should complete the survey listed in the confirmation email to claim CEU credit. 

Important: Whether through eyeLEARN or the survey in the confirmation email, each attendee must complete their own survey to claim credit for the session.

Nico Santos

Media Relations Specialist/Spokesperson

Donor Network of Arizona

Nico Santos describes himself as a recovering news junkie. He worked eight years in broadcast journalism from production assistant to executive producer, as well and anchor and reporter in between.

He stopped working in television but has remained a journalist at heart. Now he shares the stories of organ, eye and tissue donation through content creation as well as earning coverage from media outlets across Arizona as Donor Network of Arizona’s spokesperson. Sometimes that includes crisis communications, governmental affairs, university research or any type of public request for information. Nico also helped to lead an internal media training program for the marketing and communications team, executive leadership and the CEO that won a national award through Donate Life America back in 2019.

While earning media is more of an art than a science, he’s here to help us navigate the unpredictable road to getting reporters to pitch our stories.

Katy Doss


Here Molly Girl

Katy Doss is the owner and principal of Here Molly Girl, a full-service marketing firm based in Auburn, Alabama. With more than 20 years in marketing and advertising, Katy has unique experience helping businesses and organizations in a wide range of industries reach their goals. Here Molly Girl has been the agency of record for Advancing Sight Network for more than 5 years, working hand in hand as the organization has grown.

Mackenzie Mohr

Communications Director


Mackenzie Mohr serves as the Communications Director at Eversight, a global nonprofit eye bank network based in Ann Arbor, Mich. In her role, she oversees internal and external communications, including strategic social media and public relations efforts to advance Eversight's mission to restore sight and prevent blindness through the healing power of donation, transplantation and research.


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4 Questions
1.00 CEU credit  |  Certificate available
1.00 CEU credit  |  Certificate available