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Monday, April 29, 2013

Radio Media Tour Case Study: Arthritis Foundation, Advocacy Summit

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As the largest national nonprofit organization supporting the more than 100 types of arthritis and related conditions, the Arthritis Foundation faces a steep challenge.  Arthritis strikes one in five adults and is the leading cause of disability in the U.S.  Today 50 million adults and 300 thousand children live with this disease which can severely damage joints and in some cases become life-threatening.  

In advance of the Arthritis Foundation’s 15th Annual Advocacy Summit in Washington, D.C., the Foundation partnered with News Generation to leverage the arthritis advocates they were assembling from around the country to educate Congress and their vocal constituents about the needs of those suffering arthritisfoundationlogofrom arthritis.  News Generation worked with the Arthritis Foundation to custom design a radio media tour that would be conducted from their Summit, with the goal of booking 20 interviews with national networks and stations in select media markets.  Passionate and knowledgeable spokespeople were organized in a conference room on Monday, March 4, 2013 including Kim Beer, Director of Advocacy, Arthritis Foundation, Maria Spencer, Director of Federal Affairs, Arthritis Foundation, and 16 local volunteer advocates.

Twenty one interviews were delivered with a reach of more than 17.5 million listeners, far surpassing goals.  The spokespeople and their stories clearly struck a chord because three national radio networks aired interviews including Metro Source, American Urban Radio Network, and SRN News.  Local spokespeople proved instrumental in booking state and metro-wide networks and local stations.  Highlights include airings on: Texas, Minnesota, Ohio and North Dakota state networks and a metro-area network in Seattle, the number one news stations in Los Angeles and Seattle and the number one talk station in Phoenix.  In total, there were more than 3,500 airings on nearly 2,000 stations.  The customized, personally pitched approach, paired with well-prepared, passionate, local and national spokespeople reinforced the newsworthy Arthritis message, which, garnered exceptional, targeted coverage.

Check out this blog on how yoga can help alleviate arthritis pain.

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