Moore Ink. - Seattle Nonprofit Public Relations, Nonprofit Communications, Community Relations, Media Relations

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.