Bringing Auburn’s Equal Rights History to a Larger Audience

LáLew Public Relations worked with the New York State Equal Rights Heritage Center to build awareness of Auburn’s Juneteenth celebrations and highlight the city’s important connection to African American history. As Harriet Tubman’s chosen hometown, Auburn offered a powerful setting to tell the story of Juneteenth and the community’s broader equal rights history.

Our work:

LáLew developed and executed a focused media relations campaign to drive attention to Auburn’s fourteen Juneteenth-related events. We distributed the Heritage Center’s press release to local and national media, developed targeted pitches for relevant journalists and outlets, and conducted ongoing outreach to keep the story in front of the media.

Our impact:

The campaign significantly exceeded its goals, generating:

• 59 media placements

• Coverage in 17 media outlets outside Auburn

• National coverage in Ebony magazine. 

• More than 3.4 billion media impressions

The campaign helped bring greater attention to Auburn as a destination for African American history and heritage tourism while giving the Heritage Center’s Juneteenth celebrations a much larger audience.