Teri Arnold of Chesapeake, Virginia writes:
“I work for a small local non-profit organization that helps people with severe developmental disabilities find employment. Our clients are people who most other people think either belong in institutions or in day programs where they literally do nothing all day long.
“With us, they earn a paycheck, gain independence, self-esteem and have a purpose in life. On top of that, it’s good for the companies who employ the people we serve. People with severe disabilities desperately want to work, have a great work ethic and happily perform assembly-line type jobs most people do not want.
“I have had good success with local print media and some local TV and radio. I would love to get some national exposure for our life-changing, positive programs. Nothing we do is controversial or typically in the news. Any ideas on how to come up with a good hook?
Adopt a severely handicapped adult!For a $1.00 a day!!
This is the header of the press release, in which you explain that People with severe disabilities desperately want to work, have a great work ethic and happily perform jobs many people do not want. Announce a free trial offer to any company interested for a $1.00 a day for one week period to hire such a trainee…and after a week you will likely adopt this candidate or we can send you another…as Don Corleone would say an offer you cant refuse!
If you received TV and radio press coverage I would repurpose the video and audio transcripts. By this I mean getting a copy of each tv and radio spot and adding it to your marketing material (marketing kit, website – front page, other materials.
Each of these spots is a professionally produced commerical that would cost you thousands of dollars to produce on your own. Joan has talked about this type of tactic and I believe she has a special report that I would read. I too discuss the tactica at my blog (http://www.eastonsweb.wordpress.com).
Teri Arnold is sitting on a gold mine of publicity ideas, and many of them can generate the kind of good-natured heat that fuels front page stories.
Here are a few headlines to start with:
–Are The Best Employees Mentally Challenged?
Mentally Disabled Prove ANYONE Can Succeed by Focusing on the Basics
–Five Career Development Secrets from the Developmentally Delayed
What Makes Them so Happy? The Five Work-Happiness-Secrets of the Mentally Handicapped
–Is the President Mentally Retarded? No! But He Could Learn a Few Lessons from the Developmentally Delayed
–What do Movie Stars and the Mentally Challenged Have in Common? They Both Do Really Simple Things Over and Over (“Take 34 and … action!”)
–Developmentally Delayed Workers Teach Toyota How to Build Better Cars. ALL Good Production Systems Must be So Simple ANYONE Can do a Good Job
While these headlines are controversial, they are also good natured and play off the idea that simple is good! Now, add Joan’s f*r*e*e news release course and get ready for some fun media interviews.
Rodney, I love your headlines and your ability to turn this into some really fun stories.
Anyone interested in my press release course can sign up at http://www.PublicityHound.com/pressreleasetips/art.htm
This is a subject dear to my heart as I have a son with some developmental disabilities and he is thankfully, employed by a wonderful company that hires people with “distractions” as they term it.
This company was recently the subject of a book, “Able” that profiles the company. The book is written with a business slant and includes profiles of employees and they were able to garner a lot of national publicity. Even before this book was published, this company, has been profiled in many national magazines, from business pubs to airline inflights.
This is all “feel good stories,” whether you write about the company and how it improves their bottom line, or the individuals and their personal stories.
I would suggest you submit story ideas to all kinds of publications. If you don’t write, try and find a freelance writer with a passion for this subject.
Here is a link to the company’s website if you would like to see more about their coverage. http://www.habitatint.com/index.htm
Teri,
*You didn’t mention if you have a blog or not. Blogs are very popular right now and many publishers and news people read them to find stories. If you don’t have a blog, you can get one free at blogspot.com or livejournal.com
*Consider writing a weekly developmental disabilities article on one of the major educational web sites: bellaonline.com, suite101.com, etc. You can Google for others to approach. It’s easy to build up your circulation to 100,000 viewers in a year and millions if you keep at it; the more articles you write, and they’re usually short 250-400 words, the more traffic you pull in. Each of these web sites has a “contact us” or “looking for writers” clickable at the top of their home page. In your case, find a site that is looking for a writer on developmental disabilities. Many of the writers don’t stay that long and even if there are no slots for you now, there will be soon.
*write a book or e-book spotlighting your programs and use your blog and educational web site to promote it; some educational web sites even allow you to sell your e-book on their site.
*start a weekly ezine on developmental disabilities and send it to your address book; ask your readers to send along issues to their friends, families, and colleagues and spotlight it on your blog
None of these ideas will get you national coverage over night, but they will steadily build an audience and attract national prominence; when I wrote for Bellaonline, I got emails and calls all the time to be interviewed, start a radio show, etc. and I never sent out any pres releases at all.
All best wishes!
Carolyn
A nit pick here. Developmentally delayed, developmentally disabled and mentally retarded are three different things.
The developmentally delayed aren’t necessarily developmentally disabled and mental retardation may or may not have anything to do with it.
Usually, the developmentally disabled are developmentally delayed and always will be but this does not mean they are mentally retarded. Actually, it can be quite the opposite. Some of them are quite articulate and get their noses out of joint when they read things like this. I am DD but not retarded :).
For Teri Arnold:
What if your organization initiates an annual award, national and/or local, for the companies that are being blessed with your services. Like a good neighbor award, or along those lines. You could hold a fundraiser luncheon, presentation, invite the media! There is much goodwill and synergy with this project as the companies that are participating with your organization will receive free publicity! Win-Win!
Nancy Froio
“Marketing Maven”
I would canvas some of the firms that currently support you. Some of the larger firms may have internal or outsourced P/R resources that if politely prompted may initiate a campaign to promote the work their organization is doing with you.
I have done this with great success with our local chamber of commerce. My time courting the press is limited, so my relationships are not as deep as those who do this for a living.
John Easton
Here’s another idea.
Set up a Google Alert so that you’re alerted every time the media covers the labor shortage. Then pitch that reporter and tell them that hiring people from agencies such as yours is a super way to find qualified workers.
Offer specific examples from clients you serve. Also, line up workers and companies that would agree to be photographed—one less hurdle for the media to jump through.
Thank you all for your wonderfully creative suggestions! I am so appreciative of your willingness to help. I will use them to promote the amazing clients we serve.
Teri, as a freelance copywriter, my niche is writing for nonprofits. In fundraising we have an expression; “From the heart strings to the purse strings.” So don’t be afraid to evoke emotional responses. You can do that by writing about the people your organization serves, rather than about the work the organization does. Human interest should always be the focus. In other words, prepare a profile feature to show how an individual has benefitted by your program — or tell the story of someone who needs the assistance your program provides. This is a natural subject for local and regional Chamber of Commerce newsletters and business publications. You can also use any of the work-related holidays you find in Chase’s Calendar of annual events as a tie in for news releases.
And don’t forget to include a “call to action” explaining how businesses can help your organization!