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Crisis Communications
Every organization experiences its share of crises. We’re available to help minimize any damage, and find effective ways of moving forward.
Every organization experiences its share of crises. We’re available to help minimize any damage, and find effective ways of moving forward.
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<\/div>[vc_column_text]<\/p>\nSince 1968, when Mister Rogers\u2019 Neighborhood made its national public television debut, Fred Rogers began each episode with hits signature question in song: \u201cWon\u2019t You Be My Neighbor?\u201d In 2008, we were asked to make the first-ever \u201cWon\u2019t You Be My Neighbor?\u201d Days (WYBMND for short) special.<\/strong><\/p>\n [\/vc_column_text][vc_column_text] \n Insights<\/strong> [\/vc_column_text][vc_column_text] \n Groundwork<\/strong> Strategy<\/strong> ROI<\/strong> Additional Insights<\/strong> [\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner][\/vc_column_inner][\/vc_row_inner]<\/div>[\/vc_column][\/vc_row][vc_row el_class=”row-front-page-boxes-m”][vc_column css=”.vc_custom_1604568866294{margin-top: 100px !important;margin-bottom: 100px !important;}”] [\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/4″][\/vc_column_inner][\/vc_row_inner][vc_row_inner css=”.vc_custom_1601879151609{padding-bottom: 30px !important;}”][vc_column_inner width=”3\/4″]\n <\/p> ![\"\"](\"https:\/\/beta11.technodreamcenter.com\/markowitzcommunications.com\/wp-content\/uploads\/2020\/10\/family.png\")
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\nBecause the show was filmed in Pittsburgh, we believed the local and regional media would be predisposed to feeling neighborly about the WYBMND celebration. However, we wanted to reach out to rest of the nation \u2013 even the world. But how could we engage people from Aspinwall to Australia, from Zimbabwe to Zelienople? Our answer involved asking everyone \u201cWon\u2019t You Wear A Sweater?\u201d on March 20 (what would have been Fred Rogers\u2019 80th birthday).<\/p>\n![\"\"](\"https:\/\/beta11.technodreamcenter.com\/markowitzcommunications.com\/wp-content\/uploads\/2020\/10\/family2-1.png\")
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\nFirst we designed a WYBMND logo and created a WYBMND website. We pitched the Mr. McFeely (a beloved character from the show) Youtube scenario, and assisted with the script and shoot. We took the lead in designing posters, ads and other collateral materials. We wrote the press releases, media advisories, secured a Times Square video billboard (at no cost) and put into motion a moving press conference\u2013on-board a trolley, of course. In addition, we set up and accompanied Mr. McFeely on a local and national media tour with stops on Fox & Friends, Good Morning America and ABC Radio. And after calling upon our friends at Woolrich, who were neighborly enough to donate some 40 sweaters, we sent those sweaters to local and national members of the media encouraging them to wear them on air (which included MSNBC\u2019s Joe Scarborough).<\/p>\n
\nOur idea was to give \u201cWon\u2019t You Wear a Sweater?\u201d Day the perfect catalyst, focal point, photo opportunity\u2013or, as we like to say, the shtick that would prompt the media\u2019s interest. Then, we hoped this would encourage people and organizations to participate in WYBMND.<\/p>\n
\nLocally, more than 30 organizations (libraries, museums, the Opera, the Pittsburgh Zoo) celebrated WYBMND by offering free or reduced admission. On the public relations front, we were given a budget of just $21,000. We secured more than 200 print and web stories across the country (including the LA Times, USA Today, Entertainment Weekly and MSNBC.com), and 9+ hours of national and local television and radio coverage. By the end of \u201cWon\u2019t You Be My Neighbor?\u201d Days, we generated more than 150 million impressions, which adds up to $5 million worth of publicity \u2013 a 238 percent ROI. Now, that\u2019s a beautiful day in the neighborhood.<\/p>\n
\nBelieve it or not, there\u2019s more to life than public relations. As Fred Rogers often said, \u201cThe greatest phrase in any language is \u2018thank you.\u2019\u201d And so we thank Mister Rogers for continuing to inspire us to be caring neighbors.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner]<\/div>[\/vc_column][\/vc_row][vc_row full_width=”stretch_row” css=”.vc_custom_1601883994562{padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column css=”.vc_custom_1601883905929{padding-top: 51px !important;padding-bottom: 51px !important;background-color: #662c91 !important;}”][vc_row_inner css=”.vc_custom_1601883834546{padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column_inner css=”.vc_custom_1601884056348{padding-top: 50px !important;padding-bottom: 0px !important;}”][\/vc_column_inner][\/vc_row_inner]<\/div>[\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content” css=”.vc_custom_1601872929546{margin-top: 0px !important;margin-right: 0px !important;margin-bottom: 0px !important;margin-left: 0px !important;border-top-width: 0px !important;border-right-width: 0px !important;border-bottom-width: 0px !important;border-left-width: 0px !important;padding-top: 0px !important;padding-right: 0px !important;padding-bottom: 0px !important;padding-left: 0px !important;}”][vc_column css=”.vc_custom_1601889724694{padding-top: 0px !important;padding-right: 0px !important;padding-bottom: 0px !important;padding-left: 0px !important;}”][\/vc_column][\/vc_row][vc_row css=”.vc_custom_1602082188049{background-color: #662c91 !important;}”][vc_column css=”.vc_custom_1601874363091{margin-bottom: 100px !important;}”]<\/div>[\/vc_column][\/vc_row][vc_row css=”.vc_custom_1602082333250{background-color: #00cd3e !important;}”][vc_column css=”.vc_custom_1601874363091{margin-bottom: 100px !important;}”][vc_row_inner][vc_column_inner el_class=”big-ideas-title”][vc_column_text]<\/p>\nSee our other big ideas<\/h3>\n
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