Katrina has an extensive portfolio, and her work has been published worldwide, including The Sydney Morning Herald, Forbes, and the BBC. She’s also written personal essays for publication in anthologies around social justice movements. “I wrote a personal essay about some of my experiences with feminism and connecting the dairy industry. When I first found out, I thought how did I not know this? How can I be advocating for women’s reproductive rights and the right for bodily autonomy and the dairy industry somehow didn’t come up—these things that we do to cows.”
Writing for Forbes was a way to bring attention to the vegan and plant-based sector, something that wasn’t commonly covered back in 2017, and it also helped to build her brand. “I wanted to become recognized as a thought leader in the vegan and plant-based business space, and I achieved that.”
Being a working journalist for more than 25 years, her experience, along with her Vegan Business Talk podcast, led her to develop the Vegans in the Limelight program to teach vegans business owners how to get publicity. “It’s a comprehensive video training program with templates—how to pitch, how to write a media release. It’s basically for people who can’t afford to hire a publicist. I think a lot of people don’t realize you can do your own PR. I created the course to help authors, coaches, creatives, and others who really need and want publicity, but they don’t have the budget to hire somebody to do it for them.”
She continues, “Vegans in the Limelight has now evolved into a membership community that helps vegan business owners, authors, creatives, coaches, consultants and experts grow through smart PR, marketing, content, personal branding and thought leadership strategies. It includes regular masterclasses, Q&A group coaching sessions, website/content reviews with me and a private Facebook group for even more help and support.”
As her experience, exposure, expertise, and connections grew within the movement, Katrina understood the need to expand her level of self-awareness, and to “learn how to communicate more consciously. I think a lot of activists come to activism because of their own wounds—they’ve got something in themselves that needs healing and somehow they resonate with the movement. They might latch onto a cause and often it can be cathartic. But be aware that yelling in someone’s face isn’t necessarily going to create change. Whatever you do, do it in a conscious way. Learn how to have those conversations.”
She goes on to mention Melanie Joy and Clare Mann who speak and write about how to effectively communicate about animal rights. It takes a lot of personal inner work to be vegan in a world where you are a minority.
Like many animal activists I speak with, Katrina hopes to see a vegan world in her lifetime. “And that the word vegan doesn’t even need to exist anymore because it is the norm. Ultimately, for me, it’s a world where all beings, and that includes humans, are not oppressed, exploited, commodified, or harmed.”
Many people in the animal rights movement inspire her, including Canada’s Jo-Anne McArthur, founder of We Animals Media. “I think undercover investigators are incredible. Jane Velez-Mitchell is probably my journalism hero. I interviewed Jane many years ago when she was working in mainstream media. She’s had an incredible career and always brought in animal rights wherever she could.”