Part 1 | Part 2 | Part 3 | Part 4

Why Public Relations? Part 4

Part 4: Attract funding | Make the most of corporate grants | Celebrating a milestone

Attract funding

A non-profit advocacy group enlisted Parallax to help them create an annual event to focus attention on their cause which included the increased use of several children's vaccines. The event needed to raise the group's profile to help with their fundraising efforts, but also needed to serve as a platform for their media relations, lobbying efforts and communications with other interest groups. Due to budget constraints, nearly all the revenue to cover the event would need to come from outside groups. Parallax suggested an event that would serve the objectives of the non-profit organization as well as the corporate entity. The event was a special month designated for the roll-out of the numerous public education tactics our client wished to implement.  This list of activities enabled Parallax to quantify to several pharmaceutical firms the value of sponsorship. A children's vaccine manufacturer stepped forward to underwrite the event for our client. The event, which is now in its third year, has increased the public visibility of our client, positioned the organization as a leading authority in the field, and led to a dramatic increase in fundraising success.

Make the most of corporate grants

The American Academy of Pediatrics recruited a pharmaceutical company -- a major player in the pediatric health care arena -- to underwrite its program to bring quality health care to all children.  Through this program, local pediatricians devised plans to provide for the unmet health care needs of children in their communities, using grants awarded through the AAP.  A public relations effort was initiated to honor and publicize each pediatrician grant recipient, including company-sponsored receptions in the recipient’s hometown as well as publicity in local consumer media, medical society and hospital newsletters, and AAP News, a national publication distributed to AAP's 55,000 members.

As a result of the publicity, local physician recipients attracted more support from within the community; AAP achieved its goal of expanding the program to more communities; company sales representatives built strong relationships with the physician recipients -- prominent thought leaders in their communities; and the company was recognized by health care professionals and the public for its financial support.  An added bonus:  Photos of the pediatricians with their young patients, posted in the corporate conference room, reminded staff that their daily efforts were helping to support improved health care for children.

Celebrating a Milestone

Once a year at the annual AAP meeting, pediatricians were congratulated and entertained at a corporate-hosted gala reception.  The theme was celebration of the pediatricians’ who received grants for work in their own communities with children who need healthcare.  It was also a celebration of the partnership between the company that funds the grants, the AAP who administers the grants and the individual pediatricians who receive the grants.  A check for the following year’s grants was presented by the company at the reception.  To celebrate the 10th anniversary of the partnership, in addition to A New Orleans Baptist choir, a specially composed birthday song and giant birthday cake, a special videotape was produced for showing at the reception. The tape was a collection of greetings and accolades from pediatricians across the country, AAP leadership and company senior officials, but also messages from the Secretary of Health and Human Services, the Surgeon General, Mrs. Colin Powell and some entertainment celebrities such as Martin Sheen, Rob Reiner, Willard Scott and TV doctor Treat Williams. Everyone involved left with heightened awareness and regard for the pediatricians and the sponsoring company and the reception earned a reputation as the “best” at the meeting, drawing in several hundred attendees.