Partner with High Profile Events to Capitalize on their PR

PSA's ARE A GREAT WAY TO GET FREE PRESS, BUT MANY TIMES BRANDS NEED TO TAKE IT A STEP FURTHER

Keep a Child Alive, a children's HIV/AIDS charity had a shockingly low number to spend on PR-- $600. Creativity was key to take this $600 and turn it into $100,000 in fundraising and millions of dollars worth of media impressions. So what did they do?

Well in June 2007, the iPhone was launching, so they decided to take advantage of the press opportunity that was already going to be built in to cover this event.

Johnny Vulkan of the PR team got to the front of the line of a NYC Apple store. He held his place for 4 days until the store opened its doors to sell its first iPhone. This simple approach resulted in:

• more than 100 reporters interviewing Vulkan
• KCA supporter, Spike Lee, joining him as the doors opened
• Selling the phone on eBay for $100,000
• Exposure on YouTube capturing the scene