One brand I worked with during my internship at Cooley Public Strategies was a regional healthcare company that was focus on expanding. While I can’t share the exact name due to client confidentiality, I supported their campaign around a Certificate of Need (CON) hearing, which was a big moment for their growth.

I helped create social media content, drafted press releases, and coordinated logistics for a public event that aimed to show community support. It was a great opportunity to contribute to a campaign with real impact and see how strategic communication, especially across digital platforms, can help shape public perception and drive results. It was one of the first times I saw how much thoughtful storytelling and coordination can influence how a brand is received, especially when the stakes are high.

During my internship in Barcelona, one of my goals was to help grow engagement across social media for a event space that catered to both locals and tourists. We noticed that while we were posting regularly, there wasn’t much interaction happening in the comments or DMs.To change that, I helped implement a more community-focused strategy. We started using Instagram Stories with polls and questions content to encourage quick responses. I also made a habit of replying to every comment and DM with a personal touch, not just emojis or “thanks,” but having an actual conversation. We featured user-generated content more often and even ran a small giveaway asking followers to share their favorite memory at the space.

By the end of my time there, we saw a noticeable increase in engagement, our story views and responses doubled, and we were having regular back and forth conversations with our audience. It was a great reminder that small, consistent efforts to connect can make a big difference in building an online community.

When I’m creating content for different social platforms, I always start by thinking about who’s on that platform and what kind of content they expect to see there. Every platform has its own vibe—what works on Instagram won’t necessarily land on LinkedIn or TikTok.

For Instagram, I focus on strong visuals, short and engaging captions, and use things like Stories or Reels to boost visibility. On TikTok, it’s all about being creative, quick, and tapping into trends or sounds that people are already interacting with.

Overall, I try to keep the brand voice consistent but always tweak the format and delivery based on where the content is living. It’s all about making sure the message fits naturally with the platform and feels like it belongs in someone’s feed.