PUBLIC RELATIONS FORFUNDRAISING 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 PLANGoals

MeasurableExample

To support local event awareness efforts through media relations tactics garnering at least 60 million impressions.

StrategiesExample

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/secondaryExample

Baby boomers, ages 41-59 who are at risk for developing osteoarthritis

Seniors who are showing symptoms Key messages

Resonate with audience Tactics

TraditionalNon-traditional

CONSIDER NEW TACTICSSocial media tops list of new PR trends

RESOURCESARTHRITIS.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 strategy2) Media access3) Delivery of messages

STEP 1: MESSAGE STRATEGY

Develop key messages Create a news hook

DEFINE KEY MESSAGESSample 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

HonoreesExpertsLocal celebrities

Human interest storiesPut a “face” on arthritisExamples

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?