Public Relations for Fundraising Events

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Public Relations forFundraising Events
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Definition of PR

• Building sustainable relations with all publics
  in order to create a positive brand image.

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Value of PR

• PR Can
• Add credibility to event
• Increase awareness
• Build brand equity

• PR Cannot
• Replace recruitment tactics
• Solely drive participation

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The PR Plan

• Goals
• Strategies
• Target audience
• Key messages
• Tactics
• Timeline
• Budget

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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
  peoples lives and highlight how walking helps
  relieve joint pain.

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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

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Consider New Tactics

• Social media tops list of new PR trends

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ResourcesArthritis.org News Room

• Online media kit
• News releases
• Fact sheets
• AF overview
• Bios
• Statements

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AF PR Resources

• Event Kits
• Walk-in-a-Box
• Template news releases
• Public service announcements
• Messages
• Logo guidelines

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Three Keys to Success

• 1) Message strategy
• 2) Media access
• 3) Delivery of messages

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Step 1 Message Strategy

• Develop key messages
• Create a news hook

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Define Key Messages

• Sample Messages for Lets Move Together
• Lets 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 dont stop
  theremove 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.
• Lets 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 dont stop
  theremove 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. Lets 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 Lets Move Together and participate in the
  Arthritis Walk to raise funds needed to find a
  cure for arthritis.

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Create a News Hook

• Identify potential opportunities

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Step 2 Accessing the Media

• Media list development
• Media pitching
• Media relationships

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Media Lists/Materials

• Creating media lists
• Appropriate contacts
• Short leads and long leads
• Special opportunities
• Targeting reporters
• Media kit
• Format
• Contents

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Media Pitching

• Elements of a good story
• Developing participant profiles
• Making the pitch call
• Follow up

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Cultivating Media Relationships

• Identify key media
• Establish yourself as a reliable source
• Accessible
• Quick response time

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Step 3 Delivery of Message

• Creative/compelling
• Identifying spokespeople
• Honorees
• Experts
• Local celebrities
• Human interest stories
• Put a face on arthritis
• Examples

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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

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Leveraging Media Placements

• Track and evaluate media coverage
• Compile wrap report
• Share with key stakeholders
• Board
• Current and potential sponsors

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Leveraging Media Placements

• Benefits
• Value of awareness efforts
• Track trends
• Benchmark

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• Questions?