A Positive Spin on Name-Calling
Sometimes having your name mangled by the media can be a positive experience. At least that's how execs at the Natural Resources Defense Council (NRDC) viewed it. The environmental group's moniker has been chronically misrepresented by journalists for 28 years - the most popular incarnation being the National Resources Defense Council.
To combat the problem, NRDC's PR team mailed a cheeky brochure to roughly 2,500 assignment editors, science reporters and copy desks. The brochure reads, "We've been called every name in the book. But the name isn't always ours." Inside is a clarification of the correct name, along with bullet points highlighting the organization's mission, expertise and scope. The brochure cost a modest $4,000 to design and print (on recycled paper, of course), but has scored big points with the press. "Most journalists appreciate the lighthearted approach," says Alan Metrick, NRDC's director of communications. He couldn't give numbers, but says NRDC has seen a noticeable drop in misprints of its name. 212/727-2700. http://www.nrdc.org.
Best Practices in Measurement
PR NEWS and Delahaye Medialink will be holding a one-day forum on Nov. 16 in Washington, D.C., focusing on cutting-edge measurement strategies.
For information, contact Karen Singer at [email protected] or 301/340-7788 ext. 2322.