austraLasia #2342

Media-savvy SUE Hits its Mark

NEW ROCHELLE: 28th January 2009 -- Fr Mark Hyde and his Salesian Missions team deserve particular kudos for this one: with some good advice and management from a PR Company (Shoestring Creative Group), they took massive advantage of the Obama Inauguration to back their efforts helping Salesian mission activities in Kenya. Right place, right timing, right tone.  A good example that I am sure Salesian Missions in New Rochelle would be happy to share with others interested in how to do this well.
    "Salesian Missions announces '3 millionth child' as Obama Inauguration speech underscores need to reach out to people of poor nations, sheds light on Kenya".  This was the headline that did it, and Shoestring have the full page reads, the Search Engine hits to prove it. Interesting to note that other than the US, which would understandably have the greatest number of hits, Philippines, China and Japan in our region scored relatively high.
    One only has to watch news sessions by CNN or Sky these days to realise to what extent the Web, Ireports and blogs are now driving the news and advertising industry.
    Reading through the material on this occasion, it became obvious, too, that it was more than just right time and place - but right tone and content. The Salesian Missions press Release on 23rd January showed its professional touch from the outset: "son of a white woman raised in Kansas and a father raised in Kenya......comes just as Salesian Missions has announced its programs have now helped 3 million children and counting".  You can't get much better than that.
    Congrats Mark.  And readers - take a look at www.salesianmissions.org to get a bit of a feel for how they are doing this and creating image.

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Title: australasia 2342
Subject and key words: SDB General Salesian Missions
Date (year): 2009
ID: 2000-2099|2342