United Way of Greater Newark
United Way of Greater Newark
Previously known as United Way of Essex and West Hudson, United Way of Greater Newark has long been a trusted convener and catalyst for change, connecting nonprofits, distributing resources, and addressing systemic challenges in underserved communities across the region. To strengthen its visibility and amplify its work, the organization partnered with Rosica for a multi-year, pro-bono PR program led by agency president Chris Rosica, who also served on the nonprofit’s board for seven years.
Strategic PR Elevates United Way of Greater Newark’s Community Impact
Our role extended well beyond media outreach. We strategized key milestones, publicized community events to make them mediagenic, and developed visuals that secured major press attention to United Way’s core focus areas. Through a revised messaging platform, op-eds placed in influential New Jersey publications, and publicizing data, nonprofit partnerships, and events, we helped the organization frame its value proposition in a new, more compelling light.
We conducted a professional media training for United Way of Greater Newark’s leadership, preparing them to speak with authority on issues ranging from economic empowerment to the importance of supporting causes that matter most to the Newark community. This successful training led the national United Way organization inviting Rosica to deliver media training to CEOs across the nation (four trainings that reached more than 80 United Way CEOs).
We also provided crisis communications PR agency services and messaging support for United Way. This helped protect the brand and shaped the narrative regarding issues that were threatening to tarnish the nonprofit’s reputation. We helped the organization reframe how it communicated their mission and community impact in an evolving and competitive nonprofit environment.
This partnership not only increased awareness of United Way of Greater Newark’s work, it helped solidify its role as a thought leader in the region’s nonprofit sector. Our collaborative approach showcased the power of aligning messaging, media relations, and crisis communications to protect and promote our clients’ missions.
