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Case
Study: The Fremont Public Association
Media
awareness activities plus training for in-house staff to build internal
capacity for media relations and PR.
The
client: The nonprofit Fremont Public Association builds
stable, self-sustaining futures for 25,000 families each year, helping
them overcome economic crises and develop the skills and resources
they need to thrive. Through nearly 30 programs operating throughout
King County, FPA fights hunger, isolation, violence, homelessness
and despair, advancing the vision of an end to poverty in our community.
The
objective:
Raise the profile of the FPA in the news media and the community
to help the organization raise funds from public and private sources.
Enhance ongoing fundraising programs and assist in the development
of new ones.
The
strategy: In
the short-term, identify potential media stories and pitch them
to King County media. In the long-term, develop the FPA's internal
capacity to implement and sustain an effective, ongoing media relations/PR
program. Serve as a continuing consultant on development communications.
The
tactics:
Since March 2000 and continuing today, Moore Ink. has served as
chief strategist and implementer of comprehensive marketing and
promotional efforts including:
- Develop and
update a strategic media and PR plan encompassing objectives,
strategies, recommended organizational activities, and evaluation
methods
- Identify
in-depth feature story opportunities and proactively pitch ideas
to the news media; write news releases, fact sheets and supporting
materials
- Assist FPA
staff in developing media messages and preparing for interviews;
conduct ongoing training for program managers and key spokespeople
- Wrote and
designed a 20-page media kit
- Conducted
two 4-hour training sessions in media relations for FPA management
staff
- Conducted
public speaking training for FPA Board members
- Conducted
“elevator speech” training for FPA Board members and
staff
- Participate
in staff/Board/volunteer committees to successfully market messages
and fundraising efforts associated with the annual Fremont Fair
and Friends of the FPA Luncheon
The
results:
- Succeeded
in generating more than 75 stories in a variety of media on some
20 FPA programs and issues, including coverage in the Seattle
Times, Seattle
P-I, King
County Journal and Puget Sound Business Journal; KING-TV,
KCPQ-TV, KOMO-TV
and KOMO-TV's "People Helper"; KIRO-AM radio; and numerous
King
County weekly and monthly newspapers.
- Laid the
groundwork for ongoing media relations with reporters covering
FPA issues
- Assisted
in developing and implementing strategies to raise more than $25,000
in sponsorships for the FPA’s annual luncheon.
- Developed
a policy for ensuring more consistent communication through various
FPA program brochures.
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