For nearly two decades, communications strategist Alette Liz Williams has been a driving force behind the scenes, helping organizations in Trinidad and Tobago and beyond achieve credible media exposure. Her expertise has bolstered the visibility of prominent entities such as the Pan American Development Foundation (PADF), PAHO/WHO, the Bocas Lit Fest, First Citizens, and Conference Connection (Suriname). Williams, who also serves as an adjunct lecturer at COSTAATT and the UWI Arthur Lok Jack Global School of Business, has emerged as a trusted authority in visibility strategy. She is the lead communications strategist for Iconiq Creative, a US-based agency, and her recent feature in Black Entrepreneur Magazine underscores her growing influence in the field. Now, Williams is taking her expertise public with the launch of The Media-Ready Masterclass, a virtual training session designed to help executives, brands, NGOs, and communications teams understand the enduring importance of earned media and the challenges organizations face in securing it. The session, scheduled for November 20 from 9 am to 12 pm via Zoom, will offer participants downloadable templates, a one-week replay, and access to a live Q&A. Williams emphasizes the widening gap between online content production and genuine visibility, noting that many teams focus heavily on social media and digital tactics without grasping the true value of earned media. ‘The return on investment is richer when a newsroom, station, or journalist chooses to feature your work,’ she explains. ‘That level of credibility cannot be replicated. It changes how the public sees you and how you see yourself.’ Williams also advocates for responsible advertising as a way to support the media landscape, highlighting its measurable impact on public trust and brand value. The masterclass will guide participants through frameworks to identify exposure-limiting gaps, understand journalistic newsworthiness, and position stories to align with editorial needs. ‘I’ve spent most of my career preparing other people for interviews, features, and major announcements,’ Williams says. ‘This masterclass is about giving people the tools to earn that kind of attention deliberately, not accidentally.’ Through her company, Outright Concepts Ltd, Williams has helped clients secure over US$1 million in earned media coverage across local, regional, and international campaigns. ‘There are organizations doing exceptional work that the public never hears about,’ she says. ‘I want to change that.’ To register, e-mail connect@ocl.agency.