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Case Study: PUBLIC RELATIONS
Guiding Eyes for the Blind
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CLIENT: Guiding Eyes for the Blind
OBJECTIVE: Organize and publicize an annual Walk-A-Thon to
increase awareness and creatively fundraise for leading non-profit
organization that trains guide dogs.
SOLUTION: Created an Honorary Celebrity Committee to help
publicize the event, securing the unpaid participation of Martin
Sheen, Jane Pauley, Al Roker, Bob Costas and Tiffani Thiesen
Researched and contacted their publicists and agents, providing
them with information on the organization and convincing them of
the importance of the event, eventually corresponding or speaking
with the celebrities themselves. Developed attractive media kits
including organization and event information and free gift items.
Wrote press releases for area and national media to announce the
event. Wrote 60-second PSA that Martin Sheen recorded for radio,
describing the organization's mission and encouraging participation
in the Walk-A-Thon.
Adding celebrity participation dramatically increased interest
in the event, and Walk-A-Thon was a huge success, raising more
money for guide dog training than in any previous year in the
organization's history. |
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