We conducted a media relations audit at the end of 2020 to help us hone and refine the strategies we were using to prepare our media experts and garner media coverage for our organization. We used this brief to organize the key goals we wanted to accomplish and provide a framework for the project, which we needed to complete quickly and on a tight budget. Surprisingly, what began as an effort to streamline our media training process for our members ended up focusing more on we worked with reporters (what content should go to our media list vs. content that we were writing mostly to inform our members). Ultimately, it helped us spend more time looking at a process that had grown stale to one that is intentional and has driven more media mentions.