Case Study – Media relations for a social service organization

Background: Following the announcement of the verdict in the George Zimmerman trial, the brothers of the Pi Zeta and Epsilon Psi Sigma Chapters of Phi Beta Sigma Fraternity Inc. decided to host a community forum to address the aspects of the case directly related to the Las Vegas community (i.e. “Stand Your Ground” laws, community-police relationships, organizing, etc). Due to verdict being announced on a weekend, the Men of Sigma** had a short window of time (four days) to put an event together and alert the media and community.

Objective: Gather the community, local elected officials, activists and police together for a community forum to discuss the verdict in the George Zimmerman case. The Brothers of Phi Beta Sigma Fraternity Inc. also wished to have a media presence at the event and I was charged with developing and executing the strategy.

Execution: With just two business days to alert the media, the Men of Sigma secured a venue and confirmations of panel participation from legislators, activists and law enforcement officials. After locking down the logistics, I developed a media advisory, which was disseminated to local TV, radio and newspaper outlets. I also assisted with promotion via social media.

The day of the event, I followed up on the distribution of the media release with calls to the local television stations to re-pitch the event and confirm their attendance.

I also conducted an afternoon interview with the local NBC affiliate to further publicize the event.

Results: All four network television stations, both local newspapers and a radio station covered the event, which was attended by an estimated 300 people.

I was one of two on site contacts for the media and assisted with coordinating interviews with panel participants.

Media Coverage:
Las Vegas Sun

Las Vegas Review  Journal

NBC 

Fox

Vegas Inc

Las Vegas Weekly

**I am a member of Phi Beta Sigma Fraternity, Inc.**

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