Documenti di Didattica
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FUNDRAISING EVENTS
DEFINITION OF PR
Building sustainable
relations with all
publics in order to
create a positive
brand image.
VALUE OF PR
PR Can PR Cannot
Add credibility Replace recruitment
to event tactics
Increase Solely drive
awareness participation
Build brand
equity
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
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
Follow up
CULTIVATING MEDIA RELATIONSHIPS
Accessible
Creative/compelling
Identifying spokespeople
Honorees
Experts
Local celebrities
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
Benefits
Value of awareness efforts
Track trends
Benchmark
Questions?