PUBLIC RELATIONS TOOLKIT
TABLE OF CONTENTS:
1.
Welcome
2.
PR Timeline
3.
How to Create A Useful Press List
4.
Contacting the Media
5.
Key Messages
6.
Media Training
7.
Interview Tips
8.
Press Materials Kit
120 WALL STREET, 29TH FLOOR
NEW YORK, NY 10005
P: 888-333-AFSP F: 212-363-6237
WWW.OUTOFTHEDARKNESS.ORG
WWW.AFSP.ORG
Dear Community Walk Organizer:
The media is a powerful tool which can help drive walkers to your event, raise money, build awareness about
the event and also educate your community about suicide, depression and the resources available to them.
This public relations “how-to” kit has been prepared specifically to support the Community Walks and your
public relations efforts. The elements included are as follows:
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How to create a useful press list
How to contact the media
How to contact radio for PSAs and sponsorships
Preparing for media interviews
We hope this information is helpful and that you put it into action quickly so it may be of best use to you.
Please feel free to call or email me to set up a time to talk and I’ll be happy to answer your questions and
provide additional information.
Kind Regards,
Wylie Tene
American Foundation for Suicide Prevention
Public Relations Manager
888-333-AFSP ext. 2024
wtene@afsp.org
Out of the Darkness Walk – PR Toolkit
Page 2 of 20
Community Walks PR Timeline
July/August
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One Week Before Event
Build your local press list as soon as possible
Prepare Calendar Listing
Review Key Messages and Interview Tips to prepare for
any media interviews or questions
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Two Months Before Event
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Send out Calendar Listing to local monthly magazines 2
months prior to event
Send brief letter to Features Editor at local magazines 2
months prior to event or as early as possible
Send letter to TV stations regarding Public Service
Announcements
Conduct follow up calls on Calendar Listings
Day Before Event
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Six Weeks Before Event
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Send out radio PSAs
Conduct follow calls up to garner sponsorships and/or
PSA spots
Follow with TV stations regarding PSA spots
Send out Calendar Listing to local daily and weekly
newspapers
Conduct follow up calls with Calendar Editors to garner
coverage
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Four Weeks Before Event
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Send brief Letter to local daily and weekly newspapers
(can be same Letter sent to magazines). Contact Metro
Editors and Feature Reporters
Send brief letter to radio News Assignment Editors
Review sample letters-to-the-editor and send out
appropriate letters at least four weeks prior to walk
Build list of volunteers (5-8 people) who would be
willing to speak to the media about the Walk and their
reasons for being involved.
Conduct follow up calls to newspapers and radio to
attain pre-event coverage
Continue follow up calls for PSAs to confirm sponsorship
and PSA spots
Re-distribute media alert to same TV, radio and
newspaper contacts (make sure cell phone number for
day-of event contact is listed on media alert)
Conduct follow up calls to confirm contacts have added
information to their calendar and gauge their interest
for event coverage
Prepare Press Release and print copies
Review key messages and interview tips to prepare for
any media interviews
Day of Event
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Distribute media alert to TV, radio, and newspapers
Send out press release to newspapers – send to
metro/city editors
Conduct follow up calls to confirm contacts have added
information to their calendar and gauge their interest
for event coverage
Finalize any media sponsorship needs and logistics, i.e.
parking, radio van placement at events, etc.

Send out media alert again to TV, radio news desks,
newspaper photo desks and any confirmed media
Conduct follow up calls two hours prior to walk to
confirm TV coverage
Distribute Press Release to any media attending the
event
Coordinate any interviews with media attending event
Post Event
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Send digital photography with photo captions to print
media that expressed interest but could not attend
Attain copies of local print coverage and copies of tape
from radio and TV contacts if possible. Create a report
tracking all media coverage from event and share with
AFSP
Send any video footage to AFSP for use on social media
sites such as YouTube
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HOW TO CREATE A USEFUL PRESS LIST
Using the Internet can make the process of building a press list relatively simple. Today, most media outlets
(i.e. newspapers, TV, radio, magazines etc) have their own websites, which often offer the contact information
and/or guidelines for submitting a story idea. Some websites offer contacts for all the editors, reporters,
columnists, producers etc. Occasionally, they offer email addresses and direct phone numbers as well.
However, some media websites only offer main numbers or no contact information at all. So another option is
to simply call each media outlet directly. Contacting each media outlet by phone might be more time
consuming then using the Internet, but can be very helpful if their website does not offer much detailed
information. Whether you plan to call the media outlet directly, search on their websites or both, here are the
contacts/titles you will want to look for at each media outlet:
NEWSPAPERS: Newspapers offer many options for public relations and promotions of local events, ranging
from calendar listings to feature profile stories on local organizers/participants to event coverage. It is fine to
contact more than one person at each media outlet, as long as you know their role and provide them with the
appropriate tools and materials.
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Calendar Listings Editor: This is the person you will want to send the calendar listing to. Since some of
the larger newspapers may have more than one Calendar Listings Editor, you may want to call or check
online to find the one that covers listings for non-profit events/fundraisers.
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Metro or City Editor: The Metro/City Editor is responsible for assigning news stories to Metro/City
Reporters/Columnists. The Metro/City Editor will be the person most likely interested in a pre-event
feature story on local organizers/participants and actual “day-of” coverage. Send them a short pitch
letter for pre-event feature coverage or a media alert to attain event coverage.
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Photo Desk: In addition to contacting the Metro/City Desk, you should make sure that the
newspaper’s photography department knows about the event as well. They would receive the media
alert as well.
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Features Desk: The Features Desk/Editor oversees many different “beat” reporters covering
everything from entertainment and fashion to health and technology. The best strategy is to contact
the specific beat reporters directly with a pitch letter outlining your story idea(s). Look or ask for the:
Health & Fitness Reporter, Women’s Interest Reporter, and Parenting & Family Reporter.
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HOW TO CREATE A USEFUL PRESS LIST (CONT.)
RADIO: Radio offers many media opportunities from news stories announcing the event, interviews with
participants/organizers, etc. But radio also offers a free service to non-profit organization and fundraising
events in the form of Public Service Advertisements (PSAs).
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Pubic Affairs/Service Director: Nearly all radio stations have a Public Affairs/Public Service Director.
Some ask that PSAs be sent via fax while others request submission via e-mail. It is best to call and ask
which they prefer. Find out what format they prefer as well – either :10 second, :15 second or :30
second are typically required. Many radio stations also have a “Public Affairs” show that airs typically
on the weekends. The Public Affairs/Service director would be the ideal contact to pitch for an
interview regarding the event on this show.
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News Assignment Editor: Most News/Talk stations have a News Assignment Editor. This is typically
the primary person to contact for news stories and interviews. Contact them pre-event with a pitch
letter or with the media alert if you are requesting event coverage.
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Producer/Guest Contact: Larger radio stations will have a variety of shows that air throughout the
day. Each major show typically has its own producer. Sometimes the host of the show is also the
producer. Larger radio stations might also have a “Guest Contact” or “Booker”. You should look for all
three when contacting a radio station and contact them directly with a pitch requesting to have your
spokesperson as a guest on a certain show.
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Community Calendar: Many radio stations have online Community Calendars, where you can post
information about upcoming events/fundraisers. These Community Calendars are free and easy to
post. Simply visit the station’s website, click on the Community Calendar and post the event.
TELEVISION: Since television is a visual medium, they will most likely be more interested in attending the
actual event rather than any pre-event coverage. However, they may be interested in behind the scenes
preparation, pre-event training days or other visual angles.
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Planning Editor: Planning Editors are responsible for entering upcoming news stories/events into the
stations calendar. Send event media alert to Planning Editors at least one week prior to the event.
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Public Service Director/Public Affairs: Most TV and cable stations have a public service director. You
will want to contact them regarding the TV PSA. Send pitch letter via fax or email at least 8 weeks prior
to your walk. If the station does not have a public service director, try the public affairs department or
simply call the station and ask who handles PSAs
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Assignment Desk: The assignment desk is responsible for assigning the news crews to cover events
each day. They should receive the event media alert the day before the event and the day of the event
again as a reminder.
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Community Calendar: Many TV news stations have online Community Calendars, where you can post
information about upcoming events/fundraisers. These Community Calendars are free. Some TV news
stations may even run a brief PSA listing on upcoming events. Typically, you will need to submit this
information 6-8 weeks prior to the event. Ask the Assignment Desk who the best person is to contact.
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MAGAZINES: Most magazines are considered to be long lead media outlets, in other words magazines tend to
be working on their issues months in advance, in some cases 3, 4 or even 5 months out. Therefore, monthly
magazines need to be contacted as soon as possible. (Weekly magazines have shorter lead times and can be
contacted approximately 3-4 weeks prior to the event.)
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Features Editor: Similar to newspapers the Features Editor oversees many different sections of a
magazine, but unlike newspapers, magazines generally have much smaller staffs. Therefore, the
Features Editor is the best first option.
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Managing Editor: Some smaller magazines do not have a Features Editor and have a very small staff.
However, nearly all magazines have a Managing Editor that can be contacted as a second option.
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Calendar Editor: Many magazines have sections in the front of the magazine, which list events. Again
the Calendar Listings Editor will be the best contact. Make sure to contact them many months before
your event.
ONLINE: Most cities have their own local websites and many of these sites list upcoming events. Usually you
can post information about upcoming events on the site yourself. Simply click on “submit an event” and enter
all the required information.
Facebook/Twitter: Use social media sites to promote the walks. Post photos, video and news
announcements. Create event listings. Use to search for volunteers. These are just a couple examples. DO
NOT create a specific Facebook Page or Cause Page for individual walks, instead create an event. Contact
Wylie Tene at 212-363-3500 ext. 2024 for more social media ideas and tips.
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CONTACTING THE MEDIA
Now that you have built your press list, it is time to start utilizing it to contact the media. Here is a quick list of media
types/contacts, what to send them and when.
Follow up to each media contact with a phone call or e-mail one to two days after sending them press materials.
Remember that reporters are inundated with calls and materials and are often on tight deadlines so keep voice
messages and e-mails short and to the point.
NEWSPAPERS:
RADIO (CONT.):
 Calendar Listings Editor: Send the Calendar Listing
 Producer/Guest Contact: Contact them with a letter
document 4-6 weeks prior to the event. Keep in mind
stating your topic idea or local guest. Contact at least
that the Calendar Editors receive tons of listing
one-month before the event since shows tend to book
requests daily and they may not be able to tell you if or
quickly.
when they will run the listing. Check the paper on a
regular basis to find out if it ran.
TELEVISION:
 Planning Editor: Send event Media Alert to Planning
 Metro or City Editor: Send press release to the
Editors at least one week prior to the event. They
Metro/City Editor who may assign reporter prior to the
typically like to receive media alerts by fax.
event. One week prior to the event, send the Metro
Editor the Media Alert to attain event coverage. The
 Public Service Director/Public Affairs: Most TV and
Media Alert should also be sent again, the day before
cable stations have a public service director. You will
the event, as a reminder.
want to contact them regarding the TV PSA. Send
pitch letter via fax or email at least 8 weeks prior to
 Features Desk: Contact specific beat reporters with a
your walk. If the station does not have a public service
letter outlining your story ideas or profiles on local
director, try the public affairs department or simply
participants. Send ideas to the Health & Fitness
call the station and ask who handles PSAs
Reporter, Women’s Interest Reporter, and/or Parenting
& Family Reporter.
 Assignment Desk: Send event Media Alert the day
before the event and the day of the event again as a
 Photo Desk: Send the Media Alert a week prior to
reminder. They usually prefer to receive media alerts
event and again the day before as a reminder.
by fax.
RADIO:
 Pubic Affairs/Service Director: Send PSAs via fax or email as soon as possible. However, the station may
only begin running PSAs one-month prior to the event.
Also see “Contacting Radio For Sponsorship”
document.

News Assignment Editor: Contact them approximately
one month pre-event with a letter or one week prior to
the event with the Media Alert if you are requesting
event coverage.
MAGAZINES:
 Features/Managing Editor: Send a Pitch Letter with
topic ideas or participant profiles. Send as early as
possible since monthly magazines are on 3-5 month
lead-times. Weekly magazines usually plan stories as
far as 3-4 weeks in advance.
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Calendar Editor: Send Calendar Listing early since
monthly magazines are on 3-5 month lead-times.
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CONTACTING RADIO FOR PUBLIC SERVICE ANNOUNCEMENTS
AND/OR SPONSORSHIPS
Radio stations sometimes agree to get involved with a non-profit event by becoming a media sponsor. In other words,
in exchange for donating airtime for Public Service Announcements (PSAs), the event offers the radio station some
benefits and exposure before and during the event. In your Press Materials Kit, we have provided a sample letter to
solicit radio sponsors. This letter lists some reasonable requests you can make to your local radio stations and also
provides suggested benefits to the station should they agree to become a media sponsor. Here are some tips to help
you attain a radio sponsor:
1. Choosing the Stations: Since there are handfuls of radio stations in most major cities, narrow down your search
by visiting the websites for your local stations. Many radio stations will list awards they have won for community
involvement and/or the events they regularly sponsor. The stations that sponsor a lot of events/charities will be
the most likely to sponsor the Community Walk. Chose the stations with the largest audience (reach) and
approach them first.
2. Make a List: Once you have decided which stations to contact, you should divide your list into groups - an A-List
and B-List, prioritizing the stations based on their reach, community involvement and format (news stations will be
less likely to sponsor than music stations).
3. Contact the Station: Starting with your A-List, send the Public Affairs/Public Service Director the PSAs document
in your Press Materials Kit via fax or e-mail. Follow up with a call to them the next day and if they are willing to air
the PSAs or if you can engage them in a conversation about the event, ask if the station would also consider
becoming a media sponsor. If they express interest, suggest that you send them the sponsorship request letter. If
you get voicemail, feel free to leave a message, but be short and to the point. Example: “Hi X, I sent you a PSA
yesterday regarding the Out of the Darkness Community Walk. I would like to talk to you about a potential
sponsorship. Please call me when you have a moment”. {Don’t forget to leave your name and number too.}
4. Don’t Take “No” for an Answer: If the Public Affairs/Public Service Director turns you down or you receive no
reply after a week, try the stations Promotions Director, General Manager and/or Advertising Director. It may be
that the Public Affairs/Public Service Director is not the best contact. Should all these contacts be exhausted at
each A-list station, move on to your B-List and try again.
5. Negotiating the Sponsorship: Should a station express interest in becoming a sponsor, you will need to negotiate
the partnership with them. Ask for more than you expect to get, to leave room for negotiation. In many cases,
the station will suggest that they send you a proposal of what they are willing to offer and what they want in
exchange. Review this proposal carefully to make sure it meets your satisfaction. Note: When negotiating, you
never have to take the first offer.
Here are some additional things to keep in mind when negotiating a sponsorship. There is no advertising budget
for the Community Walks. The station may ask for you to purchase ads before considering providing free PSA time
through the sponsorship. Should this occur, simply remind the station that this is a non-profit event without a
marketing budget and let them know that they can be a sponsor with their donations of PSAs as well as get other
benefits (such as exposure on your t-shirts, banners, etc.)
6. Be Positive: Remember that radio stations sponsor events all the time. Many enjoy getting involved with
community events and appreciate the opportunity as much as you appreciate their involvement. This is a mutually
beneficial relationship - neither party is doing the other a favor.
Out of the Darkness Walk – PR Toolkit
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PREPARATION FOR MEDIA INTERVIEWS - KEY MESSAGES
Event Messages
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The Out of the Darkness Community Walk here in (city) takes place on (date) with over (# walkers) registered to date.

There are more than 250 Community Walks taking place across the country this fall with thousands of people
participating nationwide. There are walkers from almost every state, each contributing their voices to break the
silence surrounding suicide.
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The event supports the American Foundation for Suicide Prevention and it is not too late to help. Donations can still
be made by going to www.outofthedarkness.org or www.afsp.org
Suicide Messages
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It is estimated that close to 1 million Americans attempt suicide and more than 36,000 die by suicide every year
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In the U.S. someone dies by suicide every 14 minutes
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Suicide is the third leading cause of death among teens and young adults and the second leading cause of death for
college students
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Older Americans over the age of 65 account for 16 percent of all suicide deaths
Fundraising Messages

By participating in or donating to The Community Walks, you are helping to support:
 Educating teens about depression. AFSP has a new educational film More than Sad: Teen Depression
which is being distributed to high schools across the country
 New Treatment Research that will improve the identification and treatment of those at highest risk for
suicide
 Programs for Survivors of Suicide including the annual National Survivors of Suicide Day Program linked to
over 250 locations throughout U.S. and internationally
 Public Awareness Campaigns that will alert families and friends to warning signs, encourage help seeking
behavior and reduce stigmas about mental illness and suicide
 Creating and expanding AFSP’s network of local chapters throughout the country
AFSP Messages:

The American Foundation for Suicide Prevention is the leading national not-for-profit organization exclusively
dedicated to understanding and preventing suicide through research, education and advocacy as well as to reaching
out to people with mental disorders and those affected by suicide. For more information please visit www.afsp.org.

AFSP has 54 local chapters in major cities across the country

Over the last five years, AFSP has granted more than $14 million to about 100 studies investigating the
causes, treatment and prevention of suicide
###
Out of the Darkness Walk – PR Toolkit
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**MEDIA TRAINING**
Why Media Training?
The goal of media training is to maximize the event’s upcoming media opportunities through preparation. The
biggest mistake many interviewees make is not preparing for their interviews. Since each of you is personally
connected to this cause, you probably have a lot of feelings, facts, statistics and many thoughts about this
event. Preparation and practice will help you get key messages across succinctly and accurately.
Let’s Practice:
Using some of the Key Messages from the previous pages, please draft an answer to the below question. Your
goal is to find a way to weave in some of the messages we have provided with your own personal reasons for
walking. Before you write your answer down, think about three top points you want to share with the world
about this event and/or suicide.
“Why are you walking?”
------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Sample Answers:
1. Someone dies by suicide every 15 minutes. I am walking in memory of my brother and to prevent another
family from going through the immense pain our family felt after we lost our brother Johnny to suicide last
year. You can help too. Donations can still be made online at www.outofthedarkness.org
2. People don’t want to talk about suicide. I am walking to end the silence. I am walking to symbolically bring
suicide “Out of the Darkness” and to help the American Foundation for Suicide Prevention raise money for
research and prevention programs. There is still time for you to help by donating online at
www.outofthedarkness.org
Out of the Darkness Walk – PR Toolkit
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INTERVIEW TIPS
Do’s, Don’ts and Never’s
DO:
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Wear your Out of the Darkness T-Shirt (if you have one)
Practice writing and speaking your key messages before the interview
Make your key points first and utilize your key messages numerous times during the interview
Remember that brief responses are better than long
Make eye contact with the reporter (not the camera for television interviews)
Stand firmly on two feet and speak up
Be expressive, use personal examples and experiences and speak from your heart
Refer the reporter to someone at AFSP if you cannot answer their questions on suicide statistics or other
event facts
Breathe, relax and be yourself
DON’T:
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Say “Committed Suicide” or describe a suicide as “successful”
Take more than one minute to answer a question
Give a one-word responses to a yes-or-no question
Let the reporter lead your answer or put words in your mouth
Worry about showing emotion or expressing your feelings
Use acronyms (i.e.: AFSP) – instead, say the entire name (American Foundation for Suicide Prevention)
Look at the camera or the camera operator
Look away, up or down at your feet
Wear sunglasses or chew gum (during a TV interview)
Ask the reporter for a tape or copy of the story (your media team will provide)
NEVER:
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Guess on statistics or other facts; you may be wrong
Say “no comment”
Go “off the record”
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PRESS MATERIALS KIT
1.
Calendar Listing
2.
PSA Copy
3.
Letters To The Editor(s)
4.
Media Alert
5.
Press Release
6.
Radio Sponsorship Request Letter
7.
TV PSA Pitch
Out of the Darkness Walk – PR Toolkit
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**CALENDAR LISTING**
WALK TO PREVENT SUICIDE
Support the American Foundation for Suicide Prevention by participating in the Out of the Darkness
Community Walk on (Date) in (location/park). Proceeds will benefit local and national suicide prevention and
awareness programs. The walk will be held at (location) at (time). To register, donate or to learn more, please
visit www.outofthedarkness.org or call 888-333-2377.
Media Contact:
(Local Contact’s Name)
(Phone Number)
(E-mail Address)
Out of the Darkness Walk – PR Toolkit
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**PSA COPY**
:10 PSA
Walk for suicide prevention in the Out of the Darkness Community Walk in (City) on (Date), benefiting
the American Foundation for Suicide Prevention. To register visit OUT OF THE DARKNESS DOT ORG.
:15 PSA
Walk to prevent suicide. You can help the American Foundation for Suicide Prevention fund research,
education, advocacy and programs to support people impacted by suicide. To register for the (City)
Out of the Darkness Walk on (Date). Visit OUT OF THE DARKNESS DOT ORG or call 888-333-2377.
:30 PSA
Walk to prevent suicide. Join the American Foundation for Suicide Prevention by participating in the Out of
the Darkness Walk here in (City) on (Date). Visit OUT OF THE DARKNESS DOT ORG to register today.
Suicide takes an enormous toll on families, friends, co-workers and entire communities. Walk to raise
awareness. Walk to raise funds for important research, education, advocacy and programs to support
people impacted by suicide. Join us as we walk to save lives.
Tax ID #
(AFSP 501C3 # 13-339-3329)
(AFSP 501C3 # 13-339-3329)
Out of the Darkness Walk – PR Toolkit
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**Letters To The Editor**
Sample – General with Survivor Day Info Included
Dear Editor,
Suicide takes an enormous toll on families, friends, co-workers, schools and entire communities. Sadly, every
minute of every day, someone attempts to take their own life and every 15 minutes someone dies by suicide.
We need to know more about suicide and ways to prevent. And we also need to help those left behind, the
survivors of suicide loss.
Two upcoming events will be taking place here in (CITY). On DATE, the American Foundation for Suicide
Prevention (AFSP) will conduct an Out of the Darkness Community Walk to raise needed funds for research
and education. Then, on Saturday November 17th, AFSP will broadcast its annual International Survivors of
Suicide Day program to more than 300 healing conferences, including here in (city). To learn more about both
events, please visit www.AFSP.org.
Name
Address
Phone
Email
Sample - Suicide Prevention Awareness Week
Dear Editor,
In recognition of National Suicide Prevention Week (September 9-15), I would like to use this time to
encourage the public to learn more about suicide and ways to prevent it. Awareness of some of the key
suicide warning signs such as feeling hopeless, withdrawing from friends and family and making suicidal
statements, can help save lives. If you or someone you know is feeling suicidal or just needs to talk, call 800273-TALK (8255). Help is available 24 hours a day, every day.
Another way the community can help is by participating in the upcoming Out of the Darkness Community Walk
here in CITY at LOCATION on DATE. Whether you have been touched personally by suicide or not, we
encourage everyone to participate. Funds will support the mission of the American Foundation for Suicide
Prevention funding national and local suicide prevention programs and research.
To register for the walk, please visit www.outofthedarkness.org or call 888-333-2377.
Name
Address
Phone
Email
Out of the Darkness Walk – PR Toolkit
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Letters To The Editor (cont.)
Sample – With More than Sad Included
Dear Editor,
Suicide takes an enormous toll on families, friends, co-workers, schools and entire communities. By educating
the public to recognize the symptoms of depression, especially in teenagers, we can help reduce suicide and
save lives.
The American Foundation for Suicide Prevention (AFSP) is conducting one of their Out of the Darkness
Community Walks here in (CITY) on DATE to raise much needed funds for prevention and education
programs. A portion of the funds raised will support distribution of AFSP’s new educational film More Than
Sad: Teen Depression to area high schools. The film will help educate both students and teachers about teen
depression and how to get help.
We need to do more to prevent suicide and you can help. To get involved in the Out of the Darkness
Community Walk visit www.outofthedarkness.org.
Name
Address
Phone
Email
Out of the Darkness Walk – PR Toolkit
Page 10 of 20
MEDIA ALERT***MEDIA ALERT***MEDIA ALERT
WALK TO PREVENT SUICIDE – DATE
Interviews Available/Great Photo Opp
WHAT:
The (City) Out of the Darkness Community Walk is a fundraising walk supporting the
American Foundation for Suicide Prevention. There are more than 250 Out of the
Darkness Community Walks taking place throughout the U.S. this fall. Funds will
support vital research, education, advocacy, suicide prevention initiatives and programs to
support those impacted by suicide.
WHEN/
WHERE:
WHY:
Location (cross streets)
- Media parking available at (street/location)
- (Time) – Walker registration
- (Time - 30 minutes prior to walk start time) - Suggested media arrival
- (Time) –Walkers begin route (and brief description of route)
It is estimated that each year, nearly 1 million Americans make a suicide attempt,
more than 36,000 die by suicide, and more than 20 million suffer from depression.
Suicide takes an enormous toll on families, friends, co-workers and entire
communities. Yet, suicide can be prevented. This event is designed to raise funds and
awareness for suicide prevention.
SPONSORS: List any/all sponsors
MEDIA
CONTACT:
(Local organizer/media contact name here)
(Cell Phone Number)
(E-mail address)
Out of the Darkness Walk – PR Toolkit
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**PRESS RELEASE**
Contacts:
(Local Name)
(Local Phone Number)
(Local E-Mail Address)
(CITY) OUT OF THE DARKNESS WALK BENEFITING SUICIDE PREVENTION
250 Similar Walks Being Held Nationwide Through December 2012
(CITY, STATE – DATE) – More than (number of walkers) people from throughout (city) are expected to
participate in the upcoming Out of the Darkness Community Walk on (DATE). The fundraising walk supports
the American Foundation for Suicide Prevention (AFSP) by helping to support local and national suicide
prevention and awareness programs.
The (city) Out of the Darkness Walk is one of nearly 250 Out of the Darkness Community Walks
(www.outofthedarkness.org) being held this fall nationwide. The walks are expected to unite more than
100,000 walkers nationally and raise more than $7.5 million for suicide prevention efforts.
“Much more needs to be done to prevent suicide. Yet, suicide and the underlying mental disorders that can
sometimes lead to suicide continue to be surrounded by misinformation and stigma,” said (local organizer).
“This walk is about reducing that stigma, raising awareness and raising needed funds for research and local
prevention programs.”
The (city) community walk will begin at (location) at (time) and end at location at approximately (time).
Speakers will include (local dignitaries/VIPS).
It is estimated that close to 1 million Americans make a suicide attempt, more than 36,000 die by suicide, and
more than 20 million suffer from depression each year.
“Every 15 minutes someone dies by suicide in the U.S,” said Robert Gebbia, Executive Director for AFSP. “This
fall, thousands will be walking to raise money for prevention and awareness, and offer hope to the millions of
people who have lost a loved one to suicide or who battle personally with depression, bipolar illness, addiction
and other mental illnesses”.
Local sponsors for the (city) Out of the Darkness Community Walk included (list here).
About the American Foundation for Suicide Prevention:
The American Foundation for Suicide Prevention is the leading national not-for-profit organization exclusively
dedicated to understanding and preventing suicide through research, education and advocacy as well as to
reaching out to people with mental disorders and those impacted by suicide. For more information please visit
www.afsp.org.
###
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**Radio Sponsorship Request Letter**
Dear X,
On (DATE), the American Foundation for Suicide Prevention (AFSP 501C3 # 13-339-3329) will conduct one of
the 250 Out of the Darkness Community Walks in (YOUR CITY). The Out of the Darkness Community Walks
are inspiring walks designed to raise money and awareness for suicide prevention. Raising millions of dollars
for suicide prevention programs and research, these walks are also about raising awareness, building hope and
shedding light on the topic of suicide, which is often kept in the darkness.
As a media sponsor you can help AFSP reach these goals. By donating Public Service Advertising (PSA) airtime,
you will not only help AFSP promote the local event, but also help raise awareness and educate your
community about suicide prevention and depression. As a media sponsor, we would also like to ask your
station to get involved on a more personal level by forming a team, perhaps inviting your audience to walk
with your staff and/or volunteering at the event.
Sponsoring this event will allow you to reach out to thousands of people in your community and support a
cause that is often shrouded in secrecy. In exchange for your generosity, AFSP offers you numerous benefits
that could include, but are not limited to:
-
Logos on all promotional materials including event T-shirts, posters and local printed materials
Logo inclusion and links on the Out of the Darkness Community Website
Mention in all local press materials i.e. press releases and media alerts
Company banners displayed at opening/closing ceremonies and/or at pit stops
Station van or personality on-site at event
Recognition as a sponsor during opening and closing ceremonies
Further sponsorship benefits are open for discussion and negotiation
Suicide is a major national health problem that touches millions of people each year, taking an enormous toll
on family, friends, co-workers and the entire community. Every year, nearly 1 million Americans attempt
suicide, more than 36,000 die by suicide, and more than 20 million are affected by depression.
Your partnership in this event will help AFSP continue their hard work in reducing the tragic number of suicides
in this country and in your local area. Your consideration and support is greatly appreciated and I will followup with you this week to discuss next steps.
Sincerely,
(Name)
(Phone Number)
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**TV Public Service Announcement Pitch**
(Remove text above before sending)
Dear X:
This fall, thousands of people from across the country will participate in of the American
Foundation for Suicide Prevention’s Out of the Darkness Community Walks, including one right
here in {CITY}. These fundraising walks will help the Foundation fund suicide prevention and
awareness initiatives, research, support programs for survivors of suicide loss and for reaching
out to those affected by mental illness.
You can help spread the word about this important cause, by adding our 30-second public
service announcement to your rotation. The public service announcement is available on
Betacam and can be mailed upon request.
In the U.S. it is estimated that close to one million people make a suicide attempt each year and
that every 15 minutes someone dies by suicide. Untreated depression is the leading cause of
suicide and more than 19 million people suffer from depression each year. Tragically, suicide is
the fourth leading cause of death among adults aged 18 to 65 and accounts for more than
36,000 deaths each year, which is double that of homicide.
I will follow up to gauge your interest, in the meantime please view our website for more
information (www.AFSP.org).
Sincerely,
{Name}
{Title}
{Phone}
{email}
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