Framing the Women’s March on Washington: Media coverage and organizational messaging alignment

•All organizational key messages were communicated in media coverage and most were positive in nature.•The organization successfully communicated its position to key audiences through web, social media, and other platforms.•Prevalence of key messaging supports previous research regarding public relations professionals’ ability to influence the media agenda.•Framing the issues can reduce misinformation and promote a cooperative, interactive information sharing process. Half a million citizens participated in the Women’s March on Washington the day after President Trump’s inauguration, starting a political movement. The march communicated key messages to the public directly and via the media. This study explores how media coverage framed those key messages through content analysis. Media frames mentioned all key messages, emphasizing solidarity and activation at the grassroots, and in a way that both supported and challenged organizational messages. Theoretical and practical implications are discussed.