A charity, a radio station, an attention getting idea and a bus system came together when a local D-jay lived on the bus for a week . The concept was translated so well that 3 of the four TV news stations played portions of the spots, as well as, covered the key messages. It had coverage on the front page of the Herald Leader local news, as well as, coverage in the Nation's Cities Weekly, The Lane Report, and the national Bus Rider Magazine. Bringing together new ideas surrounding by local involvement is the key. Our work with the bus system has been successful, not only in gaining positive press coverage over the past years, but also, our yearly pre and post surveys which give solid accountability to the campaigns.
Public relations works but it takes a lot of work.
Involvement is one key I have found .