OUR TASK
CNBetter Media was brought in as Publicity Director for the 26th Annual Pan African Film & Arts Festival during a critical transition period. With the festival’s previous publicity lead no longer in place, PAFF required an experienced operator who could immediately step in, stabilize visibility efforts, and lead all press and communications execution—without disruption to one of the largest and most respected Black film festivals in the world.
The mandate was urgent and expansive:take full ownership of publicity, media partnerships, red carpet execution, press operations, and audience-facing communications—in-market, in real time, and at scale.
To meet the moment, CNBetter Media relocated to Los Angeles for an extended period to embed directly with the festival team, assess operational gaps, build trust, and lead execution from the inside out throughout the entire festival season.
OUR SOLUTION
CNBetter Media served as the sole driver of PAFF’s publicity and visibility strategy—designing structure where there was none, restoring order where systems had broken down, and delivering results under intense pressure.
Full-Scale Publicity Leadership
- Developed and executed a comprehensive publicity strategy engaging local, national, and international media across print, digital, radio, and broadcast.
- Curated and credentialed the official press corps, ensuring coverage aligned with PAFF’s cultural significance and global reach.
- Wrote and distributed press releases and media alerts to sustain momentum before and throughout the festival.
Media Partnerships & Strategic Alliances
- Negotiated and secured new media relationships and alliances, including partnerships with NABJ-LA, Modern Luxury Magazine, and key Los Angeles media platforms.
- Strengthened relationships with heritage Black press and high-reach mainstream outlets to expand PAFF’s footprint beyond traditional festival audiences.
Opening Day Press & Visibility Moments
- Organized and executed a high-impact opening day press tour that set the tone for the festival and established PAFF as a must-cover cultural event. Top hits included:
- KJLH’s Front Page with Dominique DiPrima
- Good Day LA
- An on-site press conference featuring PAFF leadership and filmmakers
Red Carpet & On-Site Press Management
- Independently managed all red carpet experiences for marquee screenings and special events.
- Oversaw talent announcements, RSVP and VIP list management, press placement, talent and media check-in, and real-time troubleshooting.
- Provided talent escort and client management for filmmakers, honorees, and special guests—often stepping in beyond scope to ensure experiences ran smoothly.
Social Media & Creative Support (Mid-Stream Takeover)
- Assumed management of PAFF’s social media platforms after the departure of the festival’s social media lead.
- Activated creative resources to design branded graphics, memes, screening invites, and promotional visuals when internal design capacity was limited.
- Ensured cohesive visual identity across digital platforms and on-site environments during the height of the festival.
Operational Support Beyond Scope
- Frequently stepped in to support other departments during moments of disorganization or staffing gaps.
- Served as a calm, strategic presence during high-pressure moments, earning trust and buy-in from long-standing festival stakeholders over time.
OUR RESULTS
Despite limited lead time, staffing gaps, and a team-of-one execution model, the festival achieved historic visibility:
- 15.5 BILLION total press impressions, spanning regional, national, and international media
- Expanded press coverage across mainstream, cultural, and heritage outlets
- Strengthened long-term media relationships in the Los Angeles market
- Elevated red carpet and press operations to a more structured, media-ready standard
- Delivered a cohesive, professional public-facing presence across press, social, and on-site experiences
The 26th Annual Pan African Film & Arts Festival was not simply supported—it was stabilized, elevated, and protected through decisive publicity leadership.
CNBetter Media stepped into a high-stakes environment, absorbed the full weight of festival communications, and delivered results that reflected the scale and significance of PAFF’s global mission. The work reinforced PAFF’s standing as a premier cultural institution while proving that with the right leadership, even the heaviest lift can be executed with excellence.
This case study stands as proof of CNBetter Media’s ability to lead under pressure, operate independently at scale, and deliver when it matters most.
Clients:
Pan African Film & Arts Festival
Project Demands:
Media Relations & Press Outreach, Red Carpet & On-Site Press Management, Talent & Speaker Representation, Social Media Content Strategy
Category:
Community Outreach & Grassroots Engagement
Similar work.
CNBetter Media is a full-service public relations and integrated marketing agency helping big brands, small brands doing big things and captivating voices go from background noise to household names. Through a strategic mix of specialized services, we successfully help our clients get in position for the visibility they want and the recognition they deserve. The agency is based in Atlanta, Georgia, but equipped to serve the world thanks to a rock star team stationed across various U.S. cities with expertise across multiple industries.
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