Increase Visibility and Thought Leadership for International Foundation.
Beginning in late 2010, a tsunami of attention for stuttering came from a movie called “The King’s Speech.” To manage and maximize the media attention, The Stuttering Foundation reached out for help from an executive at Curley Company. The Foundation’s goal was to use the once-in-a-lifetime opportunity the movie’s premiere provided to teach the broader community at large about stuttering. Most importantly, the Foundation’s president Jane Fraser wanted to ensure the Foundation founded by her father more than 65 years ago was advocating effectively for the more than 70 million people who stutter around the world.
The PR team devised a highly successful program which continues today, including: traditional media relations and social media strategy (Facebook, Twitter, Instagram, YouTube, Pinterest) aimed at reaching editors, reporters, bloggers and individuals in the stuttering community with timely, accurate and inspirational materials about stuttering. . . . . In addition to social and traditional media, we have written several speeches, including one on stuttering for Congressman Frank Wolf (R-Va.), three dozen press releases, managed three events in New York City, created video montages, collateral press materials, designed t-shirts, and cultivated volunteer support from celebrities.
Traditional media results have included more than 1500 news articles from outlets such as the Associated Press, CNN.com, NPR, ABC News, USA Today, Los Angeles Times, Washington Post, Miami Herald, Kansas City Star and Pittsburgh Post-Gazette as well as dozens of local television stations, radio broadcasts, weekly newspapers and websites. For social media, the Foundation’s Facebook page, which had fewer than 2,000 likes in 2010, has grown to more than 100,000 page likes. Each day, we assist the Foundation with daily posts, including scientific information about the cause, treatment and outcomes associated with stuttering. During that same time period, our Twitter following has grown from a handful of followers to more than 2,500. We have uploaded close to 30 videos to our YouTube channel, several of which have been viewed more than 50,000 times, and our most popular video has been viewed more than 150,000 times.
Over the past five years, if there is a story about stuttering, we have established the Stuttering Foundation as the go-to source for information, talking points and interviews with experts about stuttering and there is more to come.