Google News and Chalkbeat

The art of creating buzz


The Local News Field Guide - a partnership of Google News Initiative and Chalkbeat - was a valuable resource for journalists. But how could they reach this target audience?


Find the right form (in this case, online workshops) to find your audience (journalists, who are online).


Grey Horse created a series of virtual workshops which publicized this resource to journalists, and the panels live on – and are finding a second audience – through YouTube.


Event Production
Digital Strategy

More  Case Studies

Yes We Mustard

With Grey Horse’s influence, comedian and writer Ginny Hogan parlayed her fiction podcast debut, Yes We Mustard, into raising her profile amongst industry tastemakers.

Morgan Stickney

Morgan Stickney, a gold medal Paralympian, had an incredible story, and it was time to shape it for a growing audience.


The art of creating buzz

Gretchen Carlson

A high-profile example of the #metoo movement

Clean Creatives

Protecting the environment, honoring the worst in greenwashing

MIT Technology Review

A 120-year-old magazine changes for this century