Engagement Toolkit Guide for Affiliates
Welcome to the 2014 National Autism Awareness Month Affiliate Toolkit Guide! The digital
toolkit will include an engagement guide, sample press release, sample NAAM proclamation, and
NAAM 2014 Logos, Images and Flier Files.
This guide is to provide you with some initial kick-off material to help you with your NAAM
celebrations and activities for the month. We realize there are many engagement activities that may
not be included in the document, so we look forward to hearing all the wonderful events you are
planning in your local community. Share your activities, photos, and media stories with us!
World Autism Day-Wednesday, April 2, 2014! World Autism Day we want you to join us by
showing your support through photos under the hashtag #selfies4autism. Encourage your partners,
collaborators and supporters to get involved in creating a better world for individuals with autism
spectrum disorder. We encourage you to engage with us by sharing your stories, activities and
your autism “selfies” or self-portraits on our social media platforms!
We will be reposting and sharing local stories during the entire month of April so we want to hear
from you!
During NAAM, the national office will be on call to provide technical assistance to your affiliate.
Please feel free to contact the following staff:
 Ashley Parker, Communications Manager, aparker@autism-society.org, 301.657.0881
Page ext.
1 of 9015
9
 Tonia Ferguson, Senior Director of Content, tferguson@autism-society.org, 301.657.0881
ext. 9020
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Toolkit Materials
Engagement Guide (local activities, getting
media attention, social media engagement,
narratives and national calendar)
Sample press release
Sample NAAM proclamation for elected
officials
NAAM 2014 Logos, Images and Flier Files
Hosting an Event and Spreading the Word
Hosting a Town Hall/Coffee Meeting/Networking Event for Autism issues in your community
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Develop a topic for the event.
Establish location/date for event.
Advertise and promote through social media, local media, local venues and service
providers (if applicable).
Set up an event page on Facebook and send out invites through your networks.
Invite participants (if holding a town hall/Q&A style event) and confirm attendees.
Promote and share NAAM 2014 through visual displays:
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Window display (i.e., local bank, school, library, department stores) of NAAM 2014 posters,
images, pictures of your local activities, fact sheets, etc. to visually share the how you are
creating a better world for autism.
Obtain use of a bulletin board in your local library; focus on autism-related publications, autism
facts and include local affiliate information as a resource.
Approach a school art teacher and suggest students create autism-specific projects during
April (i.e. paint a mural for display in the hallway).
Engage with a local Girl and Boy Scout troop or other youth volunteer organization to
participate in the awareness campaign.
Ask a local bakery to consider displaying the autism awareness ribbon on a pastry (i.e.
cookies) or another local vendor to produce an item with the autism awareness ribbon.
Reach out to local media during NAAM 2014:
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If your affiliate has a website, place event announcements on the home page.
If applicable, publish event announcements in your local affiliate newsletter.
Write and distribute a press release about your event. Use the template as a guide.
Write a pitch letter to a local newspaper; ask them to run a blurb announcing your event. If
you have questions about contacting your local media, please email aparker@autismsociety.org for more information.
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Have a local broadcaster wear an autism awareness ribbon on-air; ask them to cover your
event or even to air their program live from your event.
Radio: Have a radio-a-thon autism awareness fundraiser. Consider asking a local DJ to
interview your affiliate spokesperson during the month of NAAM.
Tips for working with the media
The media is one of the best ways to raise awareness and to spread your message during the NAAM.
Below are some tips that you will find helpful in working with the media.
Develop and Maintain a List of Media Contacts
Contact local media outlets to obtain relevant reporters email address and phone number(s) for contact.
The best reporters to send autism-related media materials are those working in the area of health,
education, or human interest/general assignments. Reporters almost always prefer e-mail contact for
the initial inquiry; a phone call follow-up after this is okay. Always send news releases via email first
before calling a reporter.
Once you have identified key contacts at the various media outlets and sent your materials via email, it’s
time to pick up the phone and begin a dialogue. Your message(s) should be clear: that autism is an
important issue that needs his/her attention; your affiliate is the go-to organization to turn to if they need
information; and you have access to experts whenever they need them.
Identify Your Audience and Plan When to Make Contact
Identify your audience and choose the right media to reach that audience: determine who you are trying to
inform or persuade, and then identify which media sources are most likely to reach that audience. Plan
ahead to give yourself enough time to secure coverage before your event or activity- a two week window
is a good rule of thumb to follow.
Make Sure Your Story is Newsworthy
Give the media a reason to pick up your story to report. Special events offer great lead-ins for reaching
the press. Include materials from events in your press kit (see below). Remember that what may be
important to the autism community may not be “news” to the general public. Find a “hook” that will
capture a response from the media. Stories from “real” people coming straight from the heart are very
appealing. Human interest stories with a local flavor provide a great opportunity to get the information
out to the public.
Also appealing are facts and figures that paint a picture. Statistics shared from the Autism Society
national office – such as nearly 46,000 families embark on the autism journey every year--- paints a
compelling picture. Use this to sell your story.
Remember; don’t just focus on major newspapers and stations. You may find a more receptive audience
in the smaller weekly papers or specialty community papers. Don’t forget blogs!
Prepare Press Materials
Prepare or pull together materials that will help tell your story through anecdotes, images and facts. You
can present them together, in a “press kit,” to media representatives. Remember, reporters prefer email
contact so have your materials in a digital format. Here are a few examples of relevant media materials, or
“collaterals” that you can share with media representatives:
Media Advisory: A “media advisory” is a one-page sheet outlining the Who, What, When, Where, and
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Why of an event. You should send a media advisory in advance to get the event on the media’s docket,
and follow it up with a more detailed news release closer to the time of the event.
Pre-Event News Release: A “news release” is a one- to two-page document outlining the key elements of
your message, including: an eye-catching headline; overview of the event or news angle; quotes from
local officials, celebrities, or Autism Society leaders, or other relevant individuals of authority; supporting
information about autism and your affiliate; and a media contact name and telephone/e-mail address. You
can use the sample state news release template included in the toolkit as a starting point.
Post-Event News Release: After the event, revise the news release to include information about how the
event went, include links to photos and video if applicable. Only send this release to contacts you
previously reached out.
Photographs/Bios: Have photos and bios of a person or individuals associated with the event available if
they are requested.
List of Local Experts: Prepare a list of local experts on autism, including contact information which can
be shared with members of the media as requested/needed. Make sure you give media contacts your
affiliate business cards and materials so they have a way to contact you in the future.
Brochures/Fact Sheets: We have provided you with several fact sheets and flier materials to use but you
can also use your own brochures and fact sheets in addition to these resources. Make sure you use current
(no older than 3 years) statistics and data and have citations/sources available upon request for these
materials.
Hold a Press Conference
For some occasions, a press conference is the most effective and efficient way to get your message out. A
press conference can be held in conjunction with a specific event, such as your annual National Autism
Awareness Event or if you hold a local conference.
Follow Up
Follow-up is as important as your initial contact. Although your press release includes the name and
phone number of a contact person, it is very important to contact the media after they have received your
release. Find out if they plan to write a story on autism. If not, is there anything you can do to make it of
more interest to them? Provide them with details, such as how many people are living with autism in your
area. Be persistent and express your appreciation if they run your story. Let them know the impact from
the story and that you’d be happy to work with them on future stories.
Give a Good Interview
If you are going to be on a talk show or expect to be interviewed by a reporter, it is essential that you
prepare ahead of time. Make sure you can get out as much information as possible as clearly as possible.
In this age of the sound bite, television and radio interviews require special preparation. That includes
your attire. Remember, appearance is as important as how well you sound.
Get your points out early. Reporters are seldom experts on every issue. Don’t expect them to ask
insightful, sympathetic, or leading questions. Make your information fit the questions, not the other way
around. Don’t be afraid to say “I don’t know” in response to a question and follow up with the answer
later. This is especially important for broadcast television interviews- no “um, uh” on TV! Also, DO NOT
LIE. Most importantly, keep your goals in mind, and make sure to clearly give information tells listeners
how to join or donate to the Autism Society.
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Join the Conversation on Social Media!
The Autism Society is active on several social media outlets, and National Autism Awareness
Month (NAAM) 2014 is a great time to follow and share! In addition to our regular social media
activity, here are some special events to keep an eye on this month:
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On Twitter, @AutismSociety will be tweeting throughout NAAM 2014 using the hashtag
#NAAM2014. Follow along, retweet and use the hashtag in your own tweets to join the
conversation this April.
● We’ll be holding weekly twitter chats on topics that matter to you during the month of April.
Follow the hashtag #naamchat to join in during the designated days & times. You can learn
more about these events and the themes on our national activities calendar for NAAM 2014!
● On Pinterest, check out our Autism Matters boards other boards for a quick and easy way to
share information with friends and family. If you are holding an event during April and take
photos, please send us the image and a link to your event details at media@autism-society.org
so we can post it on our Pinterest board for NAAM 2014 events!
● World Autism Day-Wednesday, April 2, 2014. Show your autism pride! Wear your ribbon
gear and join the movement to increase awareness about ASD. Post a photo of yourself and
share your story under the Instagram tag #selfies4autism starting today!
● Visit the Autism Society Facebook page and YouTube channel for updates and news
throughout the month.
● Are you on Instagram? Tag your NAAM 2014 photos with the hashtag #NAAM2014 to show
your community’s pride to the world through this photo sharing social media channel!
● Post your #selfie4autism on your favorite photo sharing tool! We’ll be sharing images from
this hashtag throughout the month on our social media channels!
● Join us for a Google Hangouts. Check the national activities calendar for updated information
about dates, times and participants and how you can participate.
● Join other professionals, service providers and families discussing best practices on
the Autism Society LinkedIn group during April.
● Join the Autism Society in a celebration of AUTISM IS PSA. Create a picture or video that
explains what AUTISM IS. For example, AUTISM IS Community! AUTISM IS Awesome!
Upload your photo or video here: https://dropbox.hightail.com/TheAutismChannel Please
make sure to shoot your photo in landscape mode (horizontal) not vertical.
● Do you blog? Check out our NAAM narratives guide for story ideas and inspiration.
The Autism Society understands blogging is a very personal medium. Our goal is to provide
resources and places to find information and to help people connect, however we do not endorse
any specific blog or opinions on those blogs. If there is a good reference you'd like to suggest to
us please email us at: media@autism-society.org.
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Press Release Template for NAAM 2014
FOR IMMEDIATE RELEASE
Media Contact:
<Your Media Contact Name>
<Your Autism Society Affiliate>
<Phone Number>
<Email address>
YOUR LOGO
Autism Society Celebrates “A Better World for Autism,” During April
National Month for Autism Celebrated Since 1970s
Your City, State (Date) – The Autism Society of <Your Local Affiliate Name, should make this a link
to your homepage also> a part of a network that forms the nation’s leading grassroots autism
organization, will launch several awareness activities to commemorate National Autism Awareness
Month (NAAM) this April in <Your County, City, State Name>.
Autism is a complex neurodevelopmental disability that typically appears during the first two years of life
and affects a person’s ability to communicate and interact with others. Autism is defined by a certain set
of behaviors and is a “spectrum disorder” that affects individuals differently and to varying degrees.
There is no known single cause for autism, but increased awareness and funding can help families today.
This April, the Autism Society and its local network of over 100 affiliates and partner organizations in the
autism and developmental disability field will focus on how to create a “Better World for Autism,” and
focus on accomplishments and successes of individuals with autism spectrum disorder (ASD).
There are several ways you can get involved in the month’s activities and learn more about what it means
to live with ASD. Here are a few:
 Find local events. Nationwide, there are over 100 Autism Society affiliate organizations
holding a number of special events in their communities throughout April. See our calendar here:
http://bit.ly/1gP5SS2
 Put on the Puzzle! The Autism Awareness Puzzle Ribbon is the most recognized symbol in the
autism community in the world. This month, the Autism Society encourages all friends and
advocates to wear their puzzle ribbons in a display of support.
 See a movie! The Autism Society and AMC Theatres have teamed up to present Sensory
Friendly Films each month. A family trip to the movies is often not an option for many with
autism, but Sensory Friendly Films provides an accepting environment where people can get up
and move around as they please. For more information, visit www.autismsociety.org/sensoryfilms.
For more information about any of these activities, please visit www.autism-society.org/naam2014
The Autism Society will also provide content throughout the month on critical issues facing the
autism community, specifically inclusion in employment and community living, as well as how
communities can better address wandering in people with ASDs.
To learn more about the Autism Society and National Autism Awareness Month, or to schedule
interviews with local autism experts, contact <Media Contact Name, Phone Number, Email.>
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About National Autism Awareness Month: Established in the 1970s to highlight the growing
need for concern and awareness about autism, April is a special opportunity for everyone to
educate the public about autism and issues within the autism community. Autism affects 1 in 88
children born in America today; the need for services and supports is greater than ever. Learn
more at www.autism-society.org/naam2014
About the Autism Society: The Autism Society, the nation’s leading grassroots autism
organization, exists to improve the lives of all living with autism. Together with over 100
affiliates nationwide, the Autism Society increases public awareness about the day-to-day issues
faced by people on the spectrum, advocates for appropriate services for individuals across the
lifespan, and provides the latest information regarding treatment, education, research and
advocacy. For more information, visit www.autism-society.org
<Your Boilerplate>
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National Autism Awareness Month Proclamation
WHEREAS, Autism Spectrum Disorder (ASD) is a lifelong developmental disability, resulting
in significant impairment of an individual's ability to learn, develop healthy interactive
behaviors, and understand verbal, nonverbal, and reciprocal communication; and,
WHEREAS, ASD is the third most common developmental disability, affecting 1,500,000
individuals nationwide, and______individuals in this state; and,
WHEREAS, persons with an Autism Spectrum Disorder can succeed and reach their highest
potential with effective community-based supports. Accurate, early diagnosis, and the resulting
appropriate education and intervention are vital to the future growth and development of the
individual; and,
WHEREAS, Support groups, such as the_________________________________ Autism
Society, have dedicated years of service in their ongoing efforts to advocate for the rights,
humane treatment, and appropriate education of all persons with ASD; and,
WHEREAS, These groups remain committed to individuals with ASD and to educating families,
professionals, and the general public to better understand ASD; and,
WHEREAS, autism spectrum disorder is a complex disability that requires and greater
recognition and understanding to ensure that individuals with ASD living in_______________
are afforded a self-determined life full of dignity, respect and fulfillment:
NOW, THEREFORE, I, ___________________________,
________________________
(name)
(Governor or
Mayor)
Of the_________________________ of_______________________________________,
(State or City)
(Name of State or City)
Do hereby proclaim April 2014, as
NATIONAL AUTISM AWARENESS MONTH
In_____________________________________(City and State).
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Let’s celebrate National Autism Awareness Month and do not forget
to share your stories with us!
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