Channel 33/27’s story the day of the event.
When it comes to pursuing the publicity that is so important for their success, many nonprofits, especially faith-based groups, fall into sin.
They tend to advance messages about their causes and their leaders ahead of information that media professionals consider newsworthy.
Fortunately, the organizers of the recent Men’s Rally in the Valley in downtown Youngstown didn’t fall into that temptation. Although their cause – building a Promise Keepers-style event that would challenge Christian men to live up to their faith – was noble enough, their approach relied on strategies and content that scored with the secular media.
As a result, the first-time event drew a huge volume of print, broadcast and online publicity en route to what organizers and the Covelli Centre considered an extraordinary success. Some 3,500 men from diverse Christian backgrounds packed the downtown arena on Saturday, May 8, for a day of challenge and commitment.
- Tribune coverage the day after the event.
(Pecchia Communications led the event’s nine-month campaign, pro-bono, leveraging its own handiwork and that of five other northeast Ohio companies that also donated all their time: American Sign Co., Bob Popa Entertainment, Gregoryfilms, On the Brink Creative and Ten29 Productions).
The team effort involved capitalizing on real news hooks:
Youngstown Mayor Jay Williams. An outspoken Christian, the mayor agreed early to give the opening remarks for the May 8 event. In addition, he spoke in a compelling video (produced for free by Ten29) about what the Mahoning Valley would be like if Christian men commit to “walk the walk” of their faith. His involvement was a media magnet, and the video played in dozens of Valley churches and on YouTube.
Rally speaker Dave Dravecky. The Boardman native’s name and inspiring story are huge among sports fans and the Christian community. Dravecky’s picture in articles and on the Rally website, posters and fliers gave the event more credibility than a first-time effort typically deserves. His live interview on WYFM 95.5 The Fish in Cleveland was replayed twice.
Newton and Moncrief in front of the Covelli Centre.
Covelli Centre. In Youngstown, the rebounding downtown and its flagship entertainment venue are news. Far before the Rally took place, we invited media to interview event leaders in front of the arena. We secured the Covelli’s community room for a press conference four weeks ahead of the event.
Diversity. The large and diverse volunteer team that planned the Rally reflected extraordinary unity. That resonated with the media, and our handout picture of Bing Newton and Rev. David Moncrief in front of the Covelli Centre was published prominently in several papers.
The marketing effort went far beyond publicity. The team also developed a website, television commercials, radio spots, billboards, yard signs, two videos, an email newsletter and much more. It’s amazing what can be accomplished when not one, not two, but six communications companies donate heavy volumes of time.
Media publicity, though, is achieved not with time but with news value. Non-profits that can objectively apply an editor’s mindset to their activities and create that value can expect answers to their prayers.
