[November Luncheon] Talking Toffee: Takeaways from a News Story Gone Viral

November 2, 2018  |  Home, Meeting Info


Earlier this year, Huntsville – and then the world – was captivated by the story of Toffee, a local foster puppy trapped in a backyard crevice. After the news story broke, Toffee’s story went viral, leaving Toffee’s rescue organization (A New Leash on Life) in a very unique position. Like any good news story, there are PR takeaways woven throughout. We’ll hear from both WAFF 48 and A New Leash on Life to get each side’s perspective on creating, managing, and leveraging major media spotlight.



Laura Collins West, Volunteer – A New Leash on Life
Laura is a volunteer with A New Leash on Life, a non-profit organization dedicated to saving Alabama’s homeless animals and reaching a statewide goal of making Alabama “no-kill” by 2025. She has worked in advertising and communications for 15 years on the agency and client side. She is a puppy mom to Ally and Beauty, and she and her husband, Ryan, have also fostered dozens of dogs through A New Leash on Life. A graduate of the University of Alabama with a B.A. in History and the University of Alabama in Birmingham with an M.B.A., she recently moved back to her hometown of Huntsville. Laura currently works as a consultant offering strategy development, communication plans, and project management services. She’s previously served as the Director of Marketing for Books-A-Millon and worked on brands such as: Captain D’s, Chester’s, Chick-fil-A, Dunkin’ Donuts, Honda Manufacturing of Alabama, Samford University, and Toys”R”Us.

David Buchholz, Assignment Manager – WAFF | dbuchholz@waff.com | 256-564-5507
David is a 2013 graduate of Auburn University.  He’s spent the last year as Assignment Manager at WAFF.  He was a producer at WAFF and WSFA in Montgomery before that.   David coordinates WAFF’s day-to-day news effort.  

William Mclain, Digital Content Manager – WAFF
William T. McLain is a 2013 graduate of Auburn University. He is currently the Digital Content Manager at WAFF 48 News in Huntsville. Prior to WAFF he spent 2 years as a news producer at WSFA-TV in Montgomery.   William has extensive knowledge of digital best practice from a news perspective and is currently leading WAFF’s new 48 Now Digital platform initiative. 

Clara Lasseter, Media Sales Consultant – WAFF
Clara is graduate of Auburn University-Montgomery and has worked has worked with WAFF since 2017, and with A New Leash on Life since October of 2017.  Clara strategically builds plans to fit the advertiser, no matter the industry.



When: Wednesday, November 14

11:30 AM Networking & Lunch
12:00 PM NAPRCA Updates
12:15 PM Speaker Begins
1:00 PM Wrap Up

Where: Redstone Federal Credit Union
GPS Address: 220 Wynn Drive NW
Huntsville, AL 35893

Price: $20 for Non-Members*, $15 for Members, $12 for Students

*Special Promotion: BOGO Deal for NAPRCA Members! Members can bring one guest to our November meeting for FREE! You must register you and your guest at the same time.

SPACE IS LIMITED.You must register to attend. Please register today to make sure you can join us!

The RSVP deadline has passed.

See you on Wednesday, November 14!

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