The Power of Persona: Shape Your Story Into a Powerful Digital Presence

The Power of Persona: Shape Your Story Into a Powerful Digital Presence

Session Type(s): Training

Training Tag(s): Communications

Starts: Saturday, Jul. 13 1:00 PM (Eastern)

Ends: Saturday, Jul. 13 2:00 PM (Eastern)

Room: 120B

Join us for a fun, interactive session that will provide ideas for how your personal story is connected to the causes you care about, directions to help you navigate the online universe, and tools to understand the different audiences and pick the media with the highest potential. Whether you want to fundraise for a campaign, get people to turn out to an event, or encourage allies to take action, our goal is to help you develop concrete skills to shape your personal narratives and the stories familiar to you in ways that elevate progressive values and support good causes.

If you work in the social justice space, are familiar with the basics of social media, and are eager to step up your online game to support progressive causes, this training is for you!


Alessandra "Alex" Perotti

Alex Perotti

“A problem is a chance for you to do your best.” That’s why, for the last 8+ years, Alessandra (or “Al3x”) has been leveraging data to help give power back to the people. She has crafted social and digital media strategies for progressive advocacy, issue, and political campaigns. Currently, she’s the social media voice behind the Center for Constitutional Rights.

Her unique communications background crosses online campaigning, digital writing, and advertising: she believes that only by listening to our people, analyzing connections and correlations, and understanding people’s behavior we can find better ways to craft relevant messages.

Throughout her career, she learned how to keep a strategic perspective even when much of the content distributed on social and digital media is the result of reactive opportunities. She’s worked extensively with email, websites, and blogs (SEO, Google Ads), Facebook (organic and ads), Instagram, Twitter, Linkedin, Pinterest, Youtube. She’s worked in multiple languages and campaigned across several countries.

When she’s not solving social media problems, she’s probably sending boulder problems and trying her hardest to master the art of rock climbing. She’s a proud slow traveler, undercover geek of the tech kind, and full-time activist.

my website

Rafael Shimunov

Rafael Shimunov

Rafael Shimunov (he/his) is a creative and political activist in Queens, NYC. He’s directed creative and digital at Working Families Party, which organized its 12 state organizations to primary corporate Democrats with progressives in hundreds of local elections. Deeply involved in immigration justice, his live, personal narrative growing up as a refugee from Uzbekistan during the JFK Airport protests of the Muslim Ban reached over 16 million viewers, landing him on CNN to help undo the media’s harmful analysis on the national airport movement that grew out of the event.

At Center For Constitutional Rights, Rafael led digital and creative on cases such as Stop & Frisk (Floyd v. City of New York), on behalf of Sexual Minorities in Uganda (SMUG v. Lively), with survivors of sexual violence taking on the Vatican at International Criminal Court and the UN, and towards challenging Guantanamo Bay and combating drone warfare.

As Associate Director for Communications at PolicyLink, a national think tank, Rafael helped lead digital campaigns and policymaking communities that pushed legislation to adopt economic and social equity research impacting low income communities and communities of color.

He has contributed to IfNotNow’s early growth in digital and creative, launched #JewsForLinda Sarsour, was part of a small team that successfully destabilized GOP support of white nationalist Congressman Steve King, and was one of many in the successful #NoAmazonNYC coalition.

As a board member, Rafael has helped take nearly 30 years of Jews for Racial and Economic Justice (JFREJ)’s organizing into electoral power by co-founding The Jewish Vote, a sister org that campaigns for progressive candidates in NY by mobilizing Jewish voters.

Prior to joining the fight, he helped win a Cannes award for advertising with the very same corporations he works to fight against today.

my website