Lauren Lawson

Lauren Lawson-Zilai is the Senior Director, Media and Public Relations for Shatterproof. In her role, she leads the organization’s thought leadership, drives national awareness and manages all facets of communication across print, digital, social, podcasts, and broadcast. She develops and implements communication strategies that enhance exposure with the general public and key audiences. 

Lauren has spent her career leading purpose-driven communications to impact social change. Her strategic communication initiatives have affected legislation, changed public perception, and have resulted in education, job placement and training, and asset building for youth, older workers, veterans and military families, and people with disabilities and disadvantages to live more meaningful and equitable lives.

For 15 years, she led PR and communications for Goodwill Industries International, a leading provider of employment in North America and served as the national spokesperson. She was instrumental in launching Goodwill’s first influencer marketing program; developing ambassador and celebrity relationships with PBS’ Matt Paxton, Sugarland’s Kristian Bush and TODAY Show’s Evette Rios; combating and diffusing a more than 15-year-old viral rumor about Goodwill and several national nonprofits; and increasing media coverage by more than 200%. She and her team developed Rising Together™, an unprecedented awareness campaign, which provided sustainable careers to 1M individuals; and recruited high profile corporate and philanthropic partners. Her and her team’s work resulted in 94% brand recognition and awards from the American Society of Association Executives, CLASSY, the Mobile Marketing Association, the Public Relations Society of America – National Capital Chapter (PRSA NCC), and Telly.

Lauren has been quoted in the media including, ABC Radio, the Associated Press, Chronicle of Philanthropy, Elle Magazine, Forbes, FOX, MarketWatch Radio, The New York Times, The NonProfit Times, People, and USA TODAY, and has appeared on multiple podcasts including, Cause Docs, the Heart of Giving and Leadership Lens.

Lauren has been named Ragan Communications and PR Daily’s Top Women in Communications; PR News’ Top PR Women of the Year and the PR News’ PR Professional of the Year: Nonprofit/Association. She was also a Washington Women in Public Relations’ (WWPR) PR Woman of the Year honoree. In addition, she is the recipient of the Platinum and Diamond Awards for outstanding service to PRSA NCC and the PR profession. 

Lauren is the immediate past president of PRSA NCC and a past president of WWPR, the only woman to serve in both positions within the past 20 years. She serves on the National Digital Roundtable Board of Advisors; the President’s Leadership Council for Lycoming College, her alma mater; Girl Scouts Nation’s Capital Women’s Advisory Board and is an Editorial Advisory Board Member and Contributing writer for PR Daily. She is a graduate of Lycoming College and The Denver Publishing Institute and holds a certificate of nonprofit board education from BoardSource. 

She lives in Maryland with her husband and daughter. 
 

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