This media relations plan was developed to support the ALS Association's annual ALS Walks. The plan aims to maximize outreach and participation through local, national, and niche media outlets. It provides an analysis of the Walk and potential competitors. The plan's objectives are to increase overall awareness, participation, and donations. It identifies target audiences and media outlets. Story angles, messages, and potential spokespeople are outlined. Strategies and tactics are proposed for social media, print/TV ads, billboards, and incentives. Evaluation methods focus on tracking metrics like donations, registrations, and media coverage.

1. ALS ASSOCIATIONALS ASSOCIATION
media relations plan
MEDIA RELATIONS plan
Compiled by Cardinal Communications
Ball State University

2. This plan was developed as a guideline for media to utilize in support of the ALS Foundation’s
annual ALS Walk(s). Through the implementation of this plan and with the use of its story angles
and messaging, The ALS Walk will maximize its targeted outreach through communication with
local, national and niche media outlets.
The purpose of this plan is to increase overall awareness and participation. This plan provides an
in-depth analysis of the Walk, while offering a comparative analysis of potential competitors in
outlying areas. Through this media relations plan, we hope to generate conversation about the
event among prospective benefactors and inspire them to join the Walk to defeat ALS.
Mission Statement
Situation Analysis
Executive Summary
The ALS Association aims to treat and cure ALS through global research and nationwide advocacy
while empowering people with Lou Gehrig’s Disease and their families to live fuller lives by offer-
ing compassionate care and support.
The walks fulfill this mission by creating a community to commemorate those who have passed
away, while instilling hope in those currently fighting the disease.
Comparative Analysis
The biggest threats the ALS Walks face are other philanthropic events occurring simultaneously
and maintaining support and attendance from those who have lost loved ones to the disease. Due
to the time frame of the Walk, there is potential for other events to take place, posing issues with
traffic/parking and commitment to the Walk. Also affecting people’s dedication to the Walk is their
emotional stability upon losing loved ones to ALS. The Walk may conjure up sad and painful mem-
ories of having to watch their loved ones endure the disease, which they may not want to confront
by attending the event.
Some other, minor threats compromising Walk support and attendance include bad weather and
event parking.
The ALS Association: Media Realtions plan

3. Competitive Advantage
The biggest advantages the ALS Walk presents are that it’s free and establishes an open, supportive
community that attracts an audience directly and indirectly affected by ALS, committed to helping
find a cure. The walks take place in larger cities, which help draw bigger crowds. In addition, all
locations encourage people of all ages to participate and are wheelchair/handicap accessible.
SWOT Analysis
Strengths:
• Nationally recognized event in Indianapolis
• High number of groups and individuals who attend the walk annually
• Support from the National ALS Association
• Main event for the ALS Association Indiana Chapter
• Free event for the public to attend
• Many people have an connection with ALS
• Family-friendly event
• Turns into a day long event due to food trucks, musicians and more
• Indianapolis ALS Walk’s numbers are increasing
• Donations benefit a disease that currently has no cure, and could happen to anyone
• Long time frame to promote and plan the event in the months before the event takes place
• Central location makes it accessible to Indiana residents
• Fun and easy event to gather with groups
• Incentives provided for top donating groups
• Walk is animal friendly
Weaknesses:
• Number of people attending walks in nation diminishing
• Hard to attract walkers to event who have lost a loved one to ALS
• No connection to ALS could result in lower participation
• Not the only walk for a cure in downtown Indianapolis.
The ALS Association: Media Realtions plan

4. Opportunities:
• Raises money and awareness for research, public policy, care services and chapter relations
• Raises awareness for the disease and introduces the ALS Association’s mission to the
Indianapolis community
• Large, reoccurring teams at the walk have potential to raise and donate more money to the
ALS Association
• Location could entice large quantities of walkers
• Greater potential for story to be picked up in the local media because of local angle
Threats:
• Poor weather could have a detrimental effect on the walk and sway people to not attend
the event
• Strong possibility of other walks occurring the same day or week of the ALS walk
• Possibility of other large, well-known events taking place in downtown Indianapolis at same
time
• Difficulty raising media awareness because of redundancy of similar walks
• Struggle to fundraise due to poor economy—people constantly being asked to donate to
charities and causes
Analysis of Similar Initiatives
Other successful walks were used to help develop strategies and tactics for the ALS Walk.
1. Light the Night Walk: “The Leukemia & Lymphoma Society’s Light The Night Walk funds treat-
ments that are saving the lives of patients today. LLS is making cures happen by providing patient
support services, advocacy for lifesaving treatments and the most promising cancer research
anywhere.” The walks take place in Indianapolis, Lafayette, Fort Wayne and NE Indiana. People
fundraise once they register, but there is no official entry fee.
http://www.lightthenight.org/
2. Step Out Walk: This walk is held in Indianapolis to stop diabetes. It is held in Celebration Plaza
and takes place along the canal, similar to the ALS walk. The most recent event took place on Sept.
23. Registration is free; however, a minimum of one hundred dollars in fundraising is required.
http://stepout.diabetes.org/site/PageServer?pagename=OUT_homepage
The ALS Association: Media Realtions plan

5. 3. Making Strides Against Breast Cancer Walk: This event focuses on Relay for Life, a 12-hour walk,
which takes place on a track. This event brings people together several times throughout the event,
including a theme for each hour that walkers participate in. Typically, these events take place in
the spring, and although registration is free, walkers have to raise one hundred dollars to receive
a T-shirt. http://www.cancer.org/involved/participate/makingstridesagainstbreastcancer/
4. ‘Bolt for the Heart’ Fundraising event: This event takes place at the Carmel Palladium. It is a 3.3
mile run and walk to benefit Heart Reach Carmel for the placement of AEDs throughout Central
Indiana. It will take place November 28, 2014, and they have a suggested donation of $20 for the
entrance fee.
http://www.boltfortheheart.com
Target publics
Target publics include the following groups of people from the Indianapolis Area.
• Families with ALS experience
• People with ALS
• Charity supporters
• Community supporters
• Middle-aged people
• Young Activists
• Doctors/Nurses
• Parents
• Travelers
Target Public Analysis
The main audience we will target are families—particularly those with some affiliation with ALS.
ALS affects up to 30,000 Americans at any one time, and the disease is 20 percent more common
in men than in women. Half of all people affected with ALS live at least three or more years after
diagnosis, with 20 percent living five years or more, and up to ten percent more than 10 years.
This indicates that there is a limited amount of people affected by ALS available to participate in
events but that several thousand families are affected.
The ALS Association: Media Realtions plan

6. Business objectives
media objectives
targeted media outlets
1. To increase awareness of the ALS Association by growing Facebook “Likes” from 925 to 1,500.
2. To collect donations for the Walk to Defeat ALS in Indianapolis by raising $500,000 for scientific
development and treatment.
3. To create a reputation of the ALS Association as the primary, trusted source of information on
ALS by increasing recognition of the event within the state.
1. To promote the event as a community for those who are affected personally or by association
with ALS and connect with those who provide support.
2. To increase awareness of ALS and its affect on anyone, regardless of preventative action.
3. Prompt action to participate in the Walk to Defeat ALS in Indianapolis through registration and
donations.
• Local newspapers
• Radio stations
• Volunteer publications
• Local TV and news stations
• Health clinic publications or newsletters
• Doctors offices – have a publication or a newsletter
• Health Museums Publications
• Recreation Center – send e-blasts
• Student voluntary services e-mail
• Local high schools and universities’ newsletters
The target public’s geographic parameter includes Indianapolis and the surrounding areas. In the
state of Indiana, there are eight support groups and one ALS Center. These places would allow us
to target people who have an association with ALS.
The ALS Association: Media Realtions plan

7. story angles
1. Individual testimonials from participants directly and indirectly affected by ALS – Why do you
walk?
2. Tribute to those who lost their battle with ALS – The faces of ALS
3. “Nontraditional” walkers – K9 Walkers
4. ALS by the numbers – a breakdown of the participants, donations, etc.
5. Insider on the top sponsors/benefactors donating to the Walk
6. Look at what the walks mean to the host cities
7. Conception/evolution of the walks
8. Teams involved in the walk
9. Dreaming of the future
Media Messages
1. ALS Walk is a free event that runs on a donation basis
2. Walks take place at three different locations: Indianapolis, Ft. Wayne, Evansville
3. Walks attract a diverse audience both directly and indirectly affected by ALS, committed to
finding a cure for the disease
4. Walks offer a variety of activities during the event—creating an entertaining and engaging
environment for the participants
5. Walks bring the local community one step closer to a cure.
6. Walks engage the local community to raise awareness for a good cause
7. The ALS Walk encourages the community to walk for those who can’t.
Spokesperson
1. Stephen Hawking - Former Professor at Cambridge University. Very intelligent and well-spoken;
inspirational storyteller
2. O.J. Brigance - Former professional football player. He would be an excellent example of how to
make adjustments after being diagnosed with the disease. Also, being an athlete would allow him
to connect with fellow athletes.
3. Mary Valastro - Mother of the Cake Boss. She is a public figure and would attract women of an
older age and fans of the show.4. Chris Pendergast - Rode his wheelchair from the Yankee Stadium
from Washington D.C., which took him 15 days. Inspirational story and person.
The ALS Association: Media Realtions plan

8. 4. Chris Pendergast - Rode his wheelchair from the Yankee Stadium from Washington D.C., which
took him 15 days. Inspirational story and person.
5. Stephen Gleason - He was drafted by the Indianapolis Colts. He would be an excellent athlete
that could represent the city of Indianapolis, where the walk will take place.
6. Family member of someone who has been affected by ALS (like the Kilted Warriors).
The ALS Association: Media Realtions plan
MEDIA STRATEGIES/TACTICS
MEDIA OBJECTIVE 1: To promote the event as a community for those who are affected personally or
by association with ALS and connect with those who provide support.
Strategy 1: Inform support groups about the Walk for ALS.
Tactic 1: Reach out to group leaders and see if they will endorse or support the walk.
Tactic 2: Send a representative to the groups to educate attendees about the walk.
Tactic 3: Post fliers or brochures where the support groups take place.
Strategy 2: Provide information to ALS clinics to bring awareness about the Walk for ALS.
Tactic 1: Include information to speak for the owners or managers of clinics.
Tactic 2: Create filers to post information in the clinics.
Tactic 3: Highlight the reasons why doctors and medical professionals should endorse the
walk and encourage families to put teams together.
Strategy 3: Utilize groups that support social causes to promote the Walk for ALS to general
activists.
Tactic 1: Contact groups such as Social in Indy to have them cover the event.
Tactic 2: Reach out to Twitter groups to help promote the cause (Socialize Your Cause,
@YouCanHelp; Causes, @causes).
Tactic 3: Contact volunteer groups such as Student Voluntary Services to help put on the
event and spread the word to friends.
Tactic 4: Reach out to local high schools searching for volunteers (many students need hours
to graduate) and ask them to participate and/or raise funds.

9. The ALS Association: Media Realtions plan
MEDIA OBJECTIVE 2: To increase awareness of ALS and its affect on anyone, regardless of
preventative action.
Strategy 1: Communicate to Indianapolis’ residents the severity and abruptness of the disease.
Tactic 1: Develop stories of healthy individuals who were suddenly struck by the disease to
convey that ALS can affect anyone.
Tactic 2: Include information concerning the disease in press releases.
Tactic 3: Utilize social media to reach out to individuals concerning the details of the disease
to educate the community.
Tactic 4: Emphasize the fact that ALS can affect anyone in all press releases,
stories and social media.
Tactic 5: Continue to have a tent at the walk about the disease to distribute
information about ALS.
Strategy 2: Reach out and get involved with K-12 schools and universities to educate the younger
generations.
Tactic 1: Create educational programs at the K-12 level.
Tactic 2: Hold fun events at Indiana universities to bring awareness about ALS.
Tactic 3: Encourage participants in walk to bring children and young adults.
Tactic 4: Use social media to reach out to younger generations because social
media of its prominence in youth.
Strategy 3: Boost ad circulation in and around the host cities to the walks.
Tactic 1: Distribute promotional materials to health facilities (i.e., doctors offices,
health clinics, rehabilitation centers).
Tactic 2: Run print ads in local newspapers and various health/lifestyle magazines.
Tactic 3: Utilize billboards in high-traffic areas.
Tactic 4: Create TV and radio commercials promoting ALS and the walks.
Tactic 5: Run news segments through local news affiliates advocating ALS and
the walks.

10. MEDIA OBJECTIVE 3: Prompt action to participate in the Walk to Defeat ALS in Indianapolis through
registration and donations.
Strategy 1: Use social media to help promote the walks, and as a way to raise money by reaching
out to large numbers of people.
Tactic 1: Create pages/groups on social media sites and send out invites to family, friends
and acquaintance.
Tactic 2: Make these pages interactive as a way to gain people’s attention and peek their
interest.
Tactic 3: Highlight real people and their stories to tie in the disease with a face and make it
more personable.
Tactic 4: Encourage people to share their experiences from previous walks through stories,
pictures or videos.
Strategy 2: Target universities and get student organizations involved.
Tactic 1: Reach out to the universities by getting in touch with student volunteer programs
or other organizations willing to help/participate. (i.e. IUPUI, Indiana University, Butler,
Franklin, Ball State).
Tactic 2: Send out links to public and private universities social media pages in Indiana with
the ALS Association registration page.
Tactic 3: Place ads in the school newspaper about how they can get involved and help.
The ALS Association: Media Realtions plan
Strategy 4: Use social media to increase awareness among the online community.
Tactic 1: Create a PSA video that can be shared across social media platforms.
Tactic 2: Create threads that encourage interaction on various social media sites.
Tactic 3: Generate “Re-tweet,” “Share” worthy content.
Tactic 4: Invest in sponsorships to optimize reach.

11. Strategy 3: Place billboards around Indianapolis or surrounding areas as a way to promote the
Walk to Defeat ALS
Tactic 1: Find highly trafficked areas and place advertisements in billboard form to attract
attention to the event.
Tactic 2: Create short, catchy ads that will get attention and stick with people.
Tactic 3: Promote the event as family friendly nature to appeal to a larger crowd and to
attract more participants/donations.
Strategy 4: Create a reward system in place as an incentive to donate or participate in the walk.
Tactic 1: Create special shirts for donors and have tents set up for them at the walks as a
reward for their generosity.
Tactic 2: Provide activities leading up to the event/at the event that require donations such
as baked goods, stickers, shirts, games, etc.
Tactic 3: Create a “Donors Club,” making a special community for those passionate about
the cause.
Tactic 4: Provide incentives for early registration, such as parking passes or more different
goodie bags.
The ALS Association: Media Realtions plan
EVALUATION
Evaluation methods are used to determine the direction, needs and outcomes of a media relations
campaign. By applying evaluation methods, ALS Association will learn what tactics are most effec-
tive in the media relations plan.
Before implementation of this plan, initial numbers should be recorded. A quarterly and midterm
evaluation should also be recorded to show progress halfway through the campaign. If progress is
stagnant or low, tweaks to the plan may be necessary.
Evaluation should be based on campaign objectives and measure the quantity and quality of me-
dia coverage using the following tools.

12. Business Objectives Evaluation Methods
1. To increase awareness of the ALS Association by growing Facebook “Likes” from 925 to 1,500.
Evaluation tools: Monitor social media
2. To collect donations for the Walk to Defeat ALS in Indianapolis by raising $500,000 for scientific
development and treatment.
Evaluation tools: Record the amount of money raised
3. To create a reputation of the ALS Association as the primary, trusted source of information on
ALS by increasing recognition of the event within the state.
Evaluation tools: Search engine optimization
Media Objectives Evaluation Methods
1. To promote the event as a community for those who are affected personally or by association
with ALS and connect with those who provide support.
Evaluation tools: Media monitoring; observe social media accounts
2. To increase awareness of ALS and its affect on anyone, regardless of preventative action.
Evaluation tools: Survey participants
3. Prompt action to participate in the Walk to Defeat ALS in Indianapolis through registration and
donations.
Evaluation tools: Number of participants, amount of money raised at event
The ALS Association: Media Realtions plan
IMPLEMENTATION TIMELINE & RESPONSIBILITIES