The "I Am Diabetes" campaign by the American Diabetes Association uses a multi-genre approach based on Functional Society Theory. The campaign highlights people living with diabetes who promote community activism and donations. It uses various genres including press releases, promotional ads, a nationwide newsletter, and video testimony to Washington DC stakeholders. The campaign aims to inspire publics by celebrating diabetic community activists and showing how shared identification can coordinate activities to support the ADA's mission.

2. American Diabetes Association & Functional Society Theory Multi-Genre Approach
Heath, R.L. (2006). Onward into more Fog: Thoughts on Public
Relations. Journal of Public Relations Research 96-97

3. American Diabetes Association & Functional Society Theory Multi-Genre Approach
Heath, R.L. (2006). Onward into more Fog: Thoughts on Public Relations. Journal of Public Relations Research 97
Kelly, K.S. (2001). Stewardship: The fifth step in the public relations process. In R.L. Heath (Ed.). Handbook of public
relations (.279-291) Thousand Oaks, CA: Sage.
One of the essential
requirements of
functional society
theory is to be a
steward
(Kelly,2001)of
multiple interests in
harmony and
collaboration!
Robert L. Heath-One of the
Academic Pioneers in
examining the history and
theoretical foundations of
strategic issues
management.

4. American Diabetes Association & Functional Society Theory Multi-Genre Approach
Functional Society
Theory of Public
Relations can be
used to promote
community
activism for the
American Diabetes
Association in the
“I am Diabetes”
campaign.
What is the “I Am Diabetes” Campaign?
 “I Am Diabetes” highlights people living
with diabetes who use community activism to
promote and donate to the American Diabetes
Association
 Uses a multiple of genres of promotion
techniques to show how people with “shared
views of reality and identification coordinate
their activities.” (Heath 96)
 Genres Used in “I am Diabetes”
- Press Release
- Promo Ad For Search of Activist
- Nation Wide Community News Letter
- Promo Ad Highlighting Advocate
- FST Testimony from ADA in DC (video
for stakeholders)
Heath, R.L. (2006). Onward into more Fog: Thoughts on Public
Relations. Journal of Public Relations Research 96

5. The “I Am Diabetes campaign”
will start off with a press release sent
through email distribution, ADA site
and through PRWeb, Facebook, Twitter
and LinkedIn
Functional perspective “major
relationship of interest is between PR
Practitioner and the media with a
corresponding focus on Journalistic
techniques & production skills.” (Botan
& Taylor 651)
The “I Am Diabetes” campaign is
centered on engaging publics to
celebrate diabetic community activists.
Our publics will be inspired by our
dedication to our Diabetes family.
American Diabetes Association & Functional Society Theory Multi-Genre Approach
Botan & Taylor, (2004) Public Relations: State of the Field Journal of
Communication 651

6. • “I am Diabetes” Promo
Ad is used to motivate the
community to participate
in finding a diabetic
advocate for ADA.
• By invoking emotion
from our publics we exert
power and control which
is our PR goal!
• Activists “come from
different backgrounds,
walks of life and points of
view…but most are not
famous and do not aspire
to be.” (H&H & Neff 3)
H&H & Neff, (2008)Power Resource Management : Pushing Buttons and
Building Cases. Public Relations: From Theory to Practice 3
American Diabetes Association & Functional Society Theory Multi-Genre Project
“Activists come from
different backgrounds”

7. • The “I am Diabetes” campaign
“focuses on the reality that
people require shared views and
identification to coordinate their
activities.”(Heath 96)
• 3rd
example of Functional
Society Theory is a newsletter
that would go out nationwide
highlighting Cherise Shockley
as the “I am Diabetes” person of
the month.
• Ms. Shockley is the founder of
Diabetes Social Media
Advocacy a popular website
amongst all ages of publics.
American Diabetes Association
“I Am Diabetes”
Nation Wide Community News Letter
Volume 1
1
“I Am Diabetes” person of the month is Cherise Shockley. She
was diagnosed with LADA (Latent Autoimmune Diabetes in
Adults) in 2004. She was only 23-years-old. The diagnosis couldn’t
have come at a worse time. Shockley was a newlywed and her
husband was stationed in Iraq. The lack of a support system
made her turn to the Internet where she began her search for
answers about Type 1 or LADA. After becoming insulin
dependent she looked to TuDiabetes.org and found other
young women and men who she could relate to. Once she
found her voice she started writing a blog about her trials and
tribulations with diabetes at Diabetc_iz_me. and for Diabetesdaily.com. He r
commitment to community activism inspired her to become the founder of Diabetes
Social Media Advocacy. “I started DSMA to bring the community together for a once a
week chat about all things diabetes, support, aw areness and education as a way to
give back to the Diabetes Community and show how powerful social media can be for
people with diabetes.” Ms. Shockley is also the host of DSM A live every Thursday at 9pm
on Blog talk radio. You can also hear Cherise Shockley’s w itty tweets @Diabetic_iz-me.
Cherise Shockley Diabetes
Social Media Advocacy
Founder
Strengthening The Diabetes
Community One Tweet at A
Time
2
American Diabetes Association & Functional Society Theory Multi-Genre Project
Heath, R.L. (2006). Onward into more Fog: Thoughts on Public
Relations. Journal of Public Relations Research 96

8. • Now a look at the “I am
Diabetes” Promo Ad
highlighting Cherise
Shockley as the person of the
month
• “I Am Diabetes” encourages
public action, and is a quiet
persuasion tool to our publics
to donate
• My campaign recognizes “the
relationship between activists
and organizations is
tenuous.”(H&H & Neff 3)
H&H & Neff, (2008)Power Resource Management : Pushing Buttons and
Building Cases. Public Relations: From Theory to Practice 3
American Diabetes Association & Functional Society Theory Multi-Genre Project
“I Am Diabetes” campaign
is a quiet persuasion tool to
lead publics to donate and
volunteer.”

9. • Functional Society Theory is
working for the American
Diabetes Association in
Washington, DC see how in
our stakeholder promo
• Proof: One activist alone
raised over 6-thousand
dollars for Tour De Cure!
• Methods of engagement
include Meet Up, Twitter
and Facebook.
• “Social Networking sites
help cultivate a community
of friends and share
information.” (Scott 37)
American Diabetes Association & Functional Society Theory Multi-Genre Project
“Employees engaged
in the events with the
community stay
motivated” Lindsey
Woodward of ADA
DC
Scott David (2010) The New Rules of Marketing & PR Building Cases.
Social Media and Your Targeted Audience 37

10. American Diabetes Association & Functional Society Theory Multi-Genre Project
Works Cited
Robert L. Heath, Onward Into More Fog: Thoughts on Public Relations’ Research
Directions,” Journal of Public Relations Research, 18 (2006): 96-97
Kelly, K.S., Stewardship: The fifth step in the public relations process. In R.L.
Heath (Ed.). Handbook of public relations (2001): 279-291
Robert L. Heath, “Power Research Management: Pushing Buttons and Building
Cases,” in Public Relations: From Theory To Practice, ed. Tricia L. Hansen-Horn et
al. (Pearson Education Inc, 2008 ), 3
David Meerman Scott, “Social Media and Your Targeted Audience,” in The New
Rules of Marketing and PR: How to Use Social Media, Blogs, New Releases, Online
Vid, and Viral Marketing to Reach Buyers Directly, (New Jersey, John Wiley &
Sons Inc.,2010), 37.
Carl H. Botan and Maureen Taylor “Public Relations State of the Field,” Journal of
Communication (2004): 651.