Public relations can, at times, be difficult to measure. Are placements in sought-after media outlets the benchmark for success? It depends. For some, that’s enough. However, for many of my clients, a successful PR campaign means placements plus. The plus varies from client to client, but the underlying expectation, in a nutshell, is that more customers should buy the company’s product or service, attend the group’s event, or become a member of the organization.
This fall, Katalinas Communications was enlisted to promote a second annual motorcycle ride. In addition to
garnering media attention ahead of the event, the overarching plus goal was to generate additional ride participants.
In 2017, a veteran, motorcycle enthusiast and philanthropist had organized a motorcycle run to benefit the Glenside Chapter of Toys for Tots, which supports families in need in the greater Philadelphia suburbs, specifically in portions of Bucks County and Montgomery County. For that first effort, the fundraiser was mainly shared by word-of-mouth with area motorcyclists. About 30 riders turned out for the first ride, which netted about $150 for the nonprofit organization.
For the 2018 fundraising ride, Katalinas Communications was enlisted to help spread the word about the second annual event. As a result, more than 80 riders participated, bringing cash donations and enough toys to fill collection boxes.
In the weeks leading up to the ride, Katalinas Communications Founder Theresa Katalinas created a comprehensive public relations campaign to generate radio, print and online media coverage in a variety of outlets throughout the region.
Guy Vogel and Daniel Geiser, the assistant coordinator and coordinator for the Toys for Tots chapter, chatted with 95.7 BEN FM’s Kristen Herrmann for the station’s “BEN Around Philly” weekend radio program. John Ralston of WNPV 1440 AM interviewed Vogel for the station’s “Bux-Mont Live” Saturday radio show.
The Times Herald ran an article in its newspaper and on its Website. Online outlets like Montco Today and Patch.com included the event on its event calendar and in articles.
In this instance, more than a dozen media placements, coupled with nearly three times as many motorcyclists meant the public relations efforts for Toys for Tots were a success.
How can PR help your business or organization? Email Theresa Katalinas to arrange a no-obligation consultation.
