ReThink Media

ReThink Media is a nonprofit communications organization based in Berkeley, United States, that specializes in building media and communications capacity for social change movements. Founded in 2007, the agency operates at the intersection of strategic communications, advocacy, and social justice. Unlike a traditional PR firm, ReThink Media focuses entirely on supporting nonprofit organizations, advocacy groups, think tanks, and issue experts, particularly those working on peace and security, rights and inclusion, and democracy. The organization’s work is rooted in the belief that effective media engagement can shift public discourse and drive policy change, and it provides the research, tools, and training needed to make that happen.

Specialist Expertise in Social Justice Communications

ReThink Media’s core expertise lies in media and public opinion research and analysis, coupled with deep knowledge of how to influence public discourse on complex social issues. The agency is particularly known for its work on judicial independence, civil liberties, human rights, and national security. By conducting issue-specific media analysis and media landscape mapping, ReThink Media helps its partners understand how their issues are currently framed in the media and how to reframe them for greater impact. The organization also specializes in media training and capacity building, offering one-on-one organizational support and leadership development to help advocates become more effective communicators. This focus on research-backed strategy ensures that every campaign or communication effort is informed by data, not just intuition.

How ReThink Media Applies Its Approach

ReThink Media applies its expertise through a combination of strategic consulting, hands-on training, and collaborative tools. The agency works closely with movement coalitions and advocacy groups to develop comprehensive media strategies that align with their policy goals. For example, ReThink Media has contributed to initiatives aimed at reducing Pentagon spending and advancing civil rights for marginalized communities. The organization’s approach is highly collaborative, often involving crisis communication support during high-stakes moments and long-term media engagement planning. By providing media engagement tools and reporter relations guidance, ReThink Media helps its partners build sustainable relationships with journalists and secure consistent coverage. The agency also emphasizes storytelling, helping advocates craft narratives that resonate with target audiences and shift public opinion.

Services Offered by ReThink Media

As a research-driven communications organization, ReThink Media offers a range of services designed to strengthen the media capacity of social change groups. While the agency tailors its support to each partner’s needs, its typical service offerings include:

• Media and messaging research, including opinion research and public opinion tracking
• Targeted message testing and audience analysis
• Media skills training and one-on-one organizational support
• Crisis communication planning and rapid response support
• Media monitoring and issue-specific media analysis
• Media landscape mapping and reporter relations guidance
• Storytelling and narrative development for campaigns
• Campaign and collaborative support for movement coalitions
• Leadership development and capacity building for advocacy groups
• Media production and distribution for digital and traditional platforms

These services are designed to be practical and actionable, helping organizations move from research to implementation quickly. ReThink Media’s focus on media engagement tools and public discourse influence means that partners often see measurable shifts in how their issues are covered and discussed.

Who ReThink Media Works With

ReThink Media is best suited for nonprofit organizations, advocacy groups, think tanks, and issue experts that are working on social justice, civil liberties, human rights, and democracy issues. The agency’s partners often include grassroots organizations, national advocacy networks, and movement coalitions that need to amplify their voice in a crowded media environment. Because ReThink Media is based in Berkeley, United States, it has strong connections to the progressive advocacy ecosystem on the West Coast, but its work has national and even international reach. The agency is particularly valuable for organizations that need research-backed communications strategies but lack the internal capacity to develop them. Whether a group is launching a new campaign, navigating a crisis, or trying to build long-term media influence, ReThink Media provides the strategic support and tools to help them succeed. Its collaborative approach makes it a good fit for coalitions and organizations that value data-driven storytelling and want to see tangible policy wins from their communications efforts.