Getting the Word Out—To the World

• With AMC's multi-pronged, integrated media relations program, our client's story on charitable giving is headline news across the globe every year.
• In 2009 alone, our media outreach led to 900 stories placed in such outlets as The Wall Street Journal, New York Times, Washington Post, Chronicle of Philanthropy, NPR, and CNN.
• Our onsite training sessions prep key volunteer leaders so they can provide cogent interviews to the media.

When a nonprofit and trade association has a story to tell to the public, AMC's public relations experts get the word out efficiently to stakeholders across the country and world. AMC client, Giving USA Foundation, for example, publishes a seminal annual report on charitable giving in America detailing who donates what to whom. As part of its mission to advance philanthropy across the United States, the Foundation wants as wide an audience as possible to learn about its research.

With a multi-pronged, integrated media relations program developed by one of AMC's key public relations experts, Sharon Bond, Giving USA's story is headline news across the globe every June, when new giving numbers are released. Before then, Bond drafts the press release announcing the findings; researches media outlets; and reaches out to writers at key media, including print and online consumer and trade publications, blogs, television, and radio. AMC also holds onsite training sessions to prep key volunteer leaders so they can provide cogent interviews to the media. We brief them on the latest research on charitable giving, practice interviewing techniques, and develop key messages through exercises.

Once the news is released, we coordinate interviews between volunteer leaders and reporters from print, online, radio, and TV. In 2009 alone, this media outreach led to 900 stories placed in such outlets as The Wall Street Journal, New York Times, Washington Post, Chronicle of Philanthropy, NPR, CNN, and the NonProfit Times. Additionally, a story was carried across the Associated Press wire, which meant the news was carried in hundreds of newspapers nationwide.

Our media relations efforts don't stop there, however. Once the initial rush is over, we line up interviews for stories on charitable giving throughout the year.