PUBLIC RELATIONS FOR FUNDRAISING EVENTS DEFINITION OF PR Building sustainable relations with all publics in order to create a positive brand image. VALUE OF PR PR Can Add credibility to event Increase awareness Build brand equity PR Cannot Replace recruitment tactics Solely drive participation THE PR PLAN Goals Strategies Target audience Key messages Tactics Timeline Budget THE PR PLAN Goals Measurable Example To support local event awareness efforts through media relations tactics garnering at least 60 million impressions. Strategies Example Identify and utilize personal stories of both children and adults to put a face on arthritis, illustrate the serious impact it can have on people’s lives and highlight how walking helps relieve joint pain. THE PR PLAN Target audience Primary/secondary Example Baby boomers, ages 41-59 who are at risk for developing osteoarthritis Seniors who are showing symptoms Key messages Resonate with audience Tactics Traditional Non-traditional CONSIDER NEW TACTICS Social media tops list of new PR trends RESOURCES ARTHRITIS.ORG NEWS ROOM Online media kit News releases Fact sheets AF overview Bios Statements AF PR RESOURCES Event Kits Walk-in-a-Box Template news releases Public service announcements Messages Logo guidelines THREE KEYS TO SUCCESS 1) Message strategy 2) Media access 3) Delivery of messages STEP 1: MESSAGE STRATEGY Develop key messages Create a news hook DEFINE KEY MESSAGES Sample Messages for Let’s Move Together Let’s Move Together is a nationwide movement led by the Arthritis Foundation that encourages people to move to prevent or treat arthritis. You can join the movement by committing to walk in your local 2009 Arthritis Walk. But don’t stop there…move daily for better health. Start moving today: visit www.letsmovetogether.org. Arthritis is a serious and sometimes deadly disease. Today, one in five people, or 46 million individuals, suffer from the pain of arthritis. The Centers for Disease Control and Prevention (CDC) projects that by the year 2030, 67 million people in the U.S., or one in four adults, will live with arthritis. Let’s Move Together is a nationwide movement led by the Arthritis Foundation that encourages people to move to prevent or treat arthritis. You can join the movement by committing to walk in your local 2009 Arthritis Walk. But don’t stop there…move daily for better health. Walking just 30 minutes a day can ease joint pain, improve mobility and reduce fatigue often associated with arthritis. It also can reduce your risk of developing certain forms of arthritis. If walking 30 minutes is too much, try 10 or 15 minutes at a time. The vision of the Arthritis Foundation is a world free of arthritis pain. Let’s Move Together to reduce the pain of: 27 million people with osteoarthritis, the most common form of arthritis. 1.3 million people with rheumatoid arthritis, an autoimmune disease that can lead to chronic pain, loss of function and deformity. 300,000 children (or one in 250) with juvenile arthritis, which affects children between the ages of infancy and 17. Join Let’s Move Together and participate in the Arthritis Walk to raise funds needed to find a cure for arthritis. Let’s Move Together to prevent and effectively treat arthritis. Start moving today: visit www.letsmovetogether.org. CREATE A NEWS HOOK Identify potential opportunities STEP 2: ACCESSING THE MEDIA Media list development Media pitching Media relationships MEDIA LISTS/MATERIALS Creating media lists Appropriate contacts Short leads and long leads Special opportunities Targeting reporters Media kit Format Contents MEDIA PITCHING Elements of a good story Developing participant profiles Making the pitch call Follow up CULTIVATING MEDIA RELATIONSHIPS Identify key media Establish yourself as a reliable source Accessible Quick response time STEP 3: DELIVERY OF MESSAGE Creative/compelling Identifying spokespeople Honorees Experts Local celebrities Human interest stories Put a “face” on arthritis Examples REVIEW KEYS TO SUCCESS 1) Message strategy • Key messages/news hook 2) Media access • Media lists/pitching/relationships 3) Delivery of messages • Creative and compelling/spokespeople/human interest stories LEVERAGING MEDIA PLACEMENTS Track and evaluate media coverage Compile wrap report Share with key stakeholders Board Current and potential sponsors LEVERAGING MEDIA PLACEMENTS Benefits Value of awareness efforts Track trends Benchmark Questions?