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Publicity drives up attendance at annual breast cancer event

by | Oct 6, 2011 | Placement Examples

Our publicist team had the pleasure of attending the 10th annual  Living With Breast Cancer Conference last Saturday, sponsored by the Breast Cancer Awareness Association (BCAA). It was a proud moment to look around the room and see such a large crowd, because we had been hired several months ago to boost attendance, as well as to build awareness about the association and conference.

The Living With Breast Cancer Conference is where people can educate themselves about the disease, explore local resources, network with other survivors and their families, enjoy an incredible breakfast and lunch, and celebrate life with the Sense of Style fashion show – the always-spirited highlight of the day’s program. This year’s conference also featured seminars by world-renown breast cancer experts who practice within Minnesota.

The organization was smart to use publicity because it is the most effective way to reach a large number of people.  We started by creating a comprehensive press release outlining all of the benefits of attending. Then our publicist team got on the phone, arranging for fantastic publicity on TV and radio, in print and online. We even made calls to local health professional organizations, resulting on online mentions telling nurses and others that they would receive continuing education credits by attending.

Among the 50 placements were a feature in the Pioneer Press, Star Tribune, numerous online calendar listings, regional newspapers, and live interviews on several radio and TV stations including WCCO radio and KARE 11 TV.  Many newspapers thought our press release was so well written that they agreed to run it in its entirety both in print and online.

I don’t have the final tally but as of last Friday, BCAA was thrilled to report a substantial uptick in ticket sales.

We are passionate about this cause because breast cancer has struck co-workers and immediate family members. We look forward to one day helping the BCAA publicize that a cure for this disease has been found.

 

Written by Heather Champine

Written by Heather Champine

Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says. With more than 25 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.” Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds. When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”

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