P UBLIC R ELATIONS FOR F UNDRAISING E VENTS

D EFINITION OF PR Building sustainable relations with all publics in order to create a positive brand image.

V ALUE OF PR PR Can Add credibility to event Increase awareness Build brand equity PR Cannot Replace recruitment tactics Solely drive participation

T HE PR P LAN Goals Strategies Target audience Key messages Tactics Timeline Budget

T HE PR P LAN 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.

T HE PR P LAN Target audience Primary/secondary Example Baby boomers, ages who are at risk for developing osteoarthritis Seniors who are showing symptoms Key messages Resonate with audience Tactics Traditional Non-traditional

C ONSIDER N EW T ACTICS Social media tops list of new PR trends

R ESOURCES A RTHRITIS. ORG N EWS R OOM Online media kit News releases Fact sheets AF overview Bios Statements

AF PR R ESOURCES Event Kits Walk-in-a-Box Template news releases Public service announcements Messages Logo guidelines

T HREE K EYS TO S UCCESS 1) Message strategy 2) Media access 3) Delivery of messages

S TEP 1: M ESSAGE S TRATEGY Develop key messages Create a news hook

D EFINE K EY M ESSAGES 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 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

C REATE A N EWS H OOK Identify potential opportunities

S TEP 2: A CCESSING THE M EDIA Media list development Media pitching Media relationships

M EDIA L ISTS /M ATERIALS Creating media lists Appropriate contacts Short leads and long leads Special opportunities Targeting reporters Media kit Format Contents

M EDIA P ITCHING Elements of a good story Developing participant profiles Making the pitch call Follow up

C ULTIVATING M EDIA R ELATIONSHIPS Identify key media Establish yourself as a reliable source Accessible Quick response time

S TEP 3: D ELIVERY OF M ESSAGE Creative/compelling Identifying spokespeople Honorees Experts Local celebrities Human interest stories Put a “face” on arthritis Examples

R EVIEW K EYS TO S UCCESS 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

L EVERAGING M EDIA P LACEMENTS Track and evaluate media coverage Compile wrap report Share with key stakeholders Board Current and potential sponsors

L EVERAGING M EDIA P LACEMENTS Benefits Value of awareness efforts Track trends Benchmark

Questions?