Emily Bowen

Public Relations Communications Final Plan

Prepared For: The National Multiple Sclerosis Society,
Georgia Chapter

Table of Contents

Part I: Public Relations Plan3

Situation Statement...4-7

Research....8-9

Target Audience.10-11

Goal and Objectives.12

Tactics....................13-16
Strategies....17
Evaluation......18-19
Budget......20-22
Time Table ....23-27

Part II: Individual Communications Elements.28

News Release29-30

Fact Sheet...31

Feature Pitch....32

Feature Release..33-36

Public Service Announcement.37

Speech......38-40

Event Plan Memo...41-43

Website Critique ...44-45

Part 1
Public Relations Plan

Situation Statement
National Multiple Sclerosis Society History
The National Multiple Sclerosis Society is a nonprofit organization with a mission
to create a world that is free of Multiple Sclerosis. Multiple Sclerosis is a disease of the
immune system that attacks the central nervous system. MS stops people from moving.
The National MS Society exists to make sure that it doesnt.
The National MS Society aims to accomplish its mission of ridding the world of
MS by funding research, advocating for change, facilitating professional education, and
providing services and support to those affected by MS in the United States.
Sylvia Lawry founded the National MS Society in March 1946 in order to
promote contacts among neurologists who treated MS, and to raise money to fund a
search for the cure. The organization was originally called the Society for the
Advancement of Multiple Sclerosis Research, and it awarded its first research grant in
1947 to Dr. Elvin Kabat at Columbia University.
Since its founding, the National MS Society has expanded to include three
national offices in New York and Colorado, as well chapters in all 50 states of the U.S.
The Society has expended more than $771 million since its beginning for the
advancement of MS research. The National MS Society has been at the core of virtually
every major breakthrough in treating and understanding the disease.

The Georgia Chapter

The Georgia chapter of the National MS Society was chartered in April 1953. The
chapter raises more than $2 million dollars annually through local fundraising events


such as Walk MS, Muck Ruckus, and Bike MS. Seventy-eight cents of every dollar
raised by the chapter goes directly to critical research and local programs. The Georgia
chapter provides programs and services to more than 8,500 individuals with MS, plus
family members and friends affected by MS. The chapter assists clients through direct
financial assistance, respite care, MS clinics, self-help groups, peer counseling,
community information and referrals, education, chapter publications and recreational
and social programs.
The Georgia chapter of the National MS Society is headquartered in Atlanta, and
is run by a 25 member board of trustees led the chapter president Roy A. Rangel. Rangel
is assisted in the leadership of the chapter by the Executive Vice President and Chief
Operating Officer Nicole Hill and the Director of Clinical and Chapter Programs
Stephanie Shapiro.

Competition
The main source of competition for the Georgia chapter of the National Multiple
Sclerosis Society is other nonprofits focused on Multiple Sclerosis in the state of Georgia.
These organizations, such as the Multiple Sclerosis Foundation, the Multiple Sclerosis
Association of America and Can Do Multiple Sclerosis compete with the National MS
Society for resources such as volunteers, sponsorships, funding and participants.
Other sources of competition include nonprofits with local chapters promoting
awareness and funding research for diseases or disorders other than MS, such as Relay
For Life and the American Heart Association. Such organizations also compete with the
National MS Society for resources and attention.


Previous Promotional Efforts
In the past, the Georgia chapter of the National MS Society has been promoted
through the use of new media, newsletters, social media, sponsorships and fundraising
events. The chapter has also reached out to local news outlets to encourage coverage of
their fundraising events. In addition, the chpater releases a monthly newsletter through
traditional mail outlets and online.
The National MS Society has previously established a Facebook and Twitter
account to promote its events and increase awareness. However, the Georgia chapter does
not have any social media presence tailored specifically to its chapter.

The Issue
The National MS Society Georgia chapter wants to increase awareness of its
events and fundraising campaigns on a local level. The chapter wishes to accomplish this
in order to continue to grow the programs and services it offers to people with MS. The
chapter wants to be able to reach and serve even more individuals with MS in the state of
Georgia, and their families and friends. The society also wants to increase the amount of
money being raised for research for improving the lives of those affected by MS.

Needs
In order to raise the money needed to support growing services and programs
offered by the Georgia chapter of the National MS Society, as well as to increase the
money available for research, it is necessary to continue to increase awareness of the
organization in the local community. The chapter needs a stronger social media presence


so that it can be in dialogue with Georgia people who might be interested in getting
involved with the organization. The chapter also needs to increase its awareness among
organizations and individuals in the medical field that may be interested being a sponsor
or private donor.

Research
Secondary Research
Secondary research should focus on other nonprofits that raise money for
Multiple Sclerosis research and provide services and programs for people affected by
MS. Researchers should focus on how these organizations connect with their audiences
through websites, social media sites, special events and other promotional material.
Researchers should also investigate how these organizations distribute news and
communicate with the people who are already involved in them. Articles and press
releases from third-party sources such as newspapers and news sites should also be
considered in this research.
Secondary research continues by broadening the focus to nonprofits that raise
money for research and programs related to disorders or diseases other then MS.
Researchers should also consider how these organizations communicate with their
existing and potential audiences, and how they disseminate news and information.

Primary Research
Primary research should be focused on investigating how fundraising events can
be approved in order to increase the awareness and impact of the Georgia chapter of the
National MS Society. This information will be helpful in understanding which tactics are
most effective in getting people to participate in National MS Society events, and getting
people to donate to the society.
In order to gather this information an internet-based survey should be distributed
via email to people who have participated in events held by the chapter in the past. These


surveys should ask questions such as what the participant liked or disliked about the
event, and what they would do differently. Additional questions include how the
participant found out about the event, and what they think would be the most effective
way to communicate information about future events.

Target Audiences
Primary Audience
Individuals in the state of Georgia with Multiple Sclerosis
The primary audience of the Georgia chapter of the National Multiple Sclerosis Society is
people in Georgia who have Multiple Sclerosis. The chapter provides these individuals
with localized comprehensive support services and programs. Such programs, in addition
to the funding of research are part of the National Multiple Sclerosis Societys mission to
rid the world of MS.

Friends and Family of Georgia Individuals with Multiple Sclerosis

The primary audience of the Georgia chapter of the National MS Society is also friends
and family of people in Georgia who have MS. Many of the support services offered by
the chapter for people with MS are also offered to the people who love and support them.

Secondary Audience
Pharmaceutical Organizations
Pharmaceutical organizations provide financial support for client programs related to the
National MS Society. They also provide education, professional and clinical development
and event support. Currently, pharmaceutical support constitutes $8.5 million of the
Societys total annual revenue.

Corporations

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Corporations support the National MS Society through direct financial support, causerelated or value-add partnerships and significant pro-bono services. Direct corporate
support totals approximately $10 million of the Societys totally annual revenue.

11

Goals
1. Increase awareness of the Georgia chapter of the National Multiple Sclerosis
Society in the state of Georgia.
2. Generate excitement and support for the mission to rid the world of Multiple
Sclerosis.

Objectives
Objective 1: Increase interaction with key audiences of the Georgia chapter of the
National Multiple Sclerosis Society on social media by 15 percent by Dec. 31, 2014.

Objective 2: Increase traffic to the Georgia chapter website by 35 percent by Dec. 31,
2014.

Objective 3: To raise $10 thousand for the Georgia chapter by Dec. 31, 2014.

Objective 4: Increase number of volunteers for the Georgia chapter by 10 percent by Dec.
31, 2014.

Objective 5: Increase number of participants who attended Georgia chapter events by 10

percent by Dec. 31, 2014.

12

Tactics

Create a Facebook page for the Georgia chapter of the National MS Society
o Post pictures, links, articles, or announcements three times a week to
promote audience engagement
o Link the chapter website to Facebook posts
o Hold a photo contest for the best picture at a chapter event

The winner of the contest is whoever get the most likes on their
photo

Have people like the chapter Facebook page before they vote for
pictures in the contest

Offer a prize for winning the contest

Create a Twitter account for the Georgia chapter of the National MS Society
o Tweet pictures, links, articles, or announcements three times a week to
promote audience engagement
o Link the chapter website to chapter tweets

Create an Instagram account for the Georgia chapter of the National MS Society
o Link the Instagram account to the Facebook page
o Link the Instagram account to the chapter Twitter
o Link the chapter website to posts on Instagram
o Use Instagram to promote the chapter photo contest on Facebook

13

Advertise the website putting the web address on promotional products

o Have the web address and the National MS Society logo printed onto
signs, T-shirts, flying disks, and water bottles
o Give away these items at Walk MS and Bike MS

Host Walk MS in Athens, Georgia to raise money to support services and

research funded by the chapter
o Invite local community members to raise a minimum of $25 as
individuals or $100 as a team to participate in Walk MS
o Ask local business to sponsor Walk MS
o Write and send out a press release about Walk MS to local news media
three weeks prior to the event.

Provide pictures and other media with the release

Send a follow-up new release after the event if necessary

o Create a Facebook event about Walk MS one month prior to the event

On the event page link to the chapter website where people can
sign up too participate in Walk MS and donate to Walk MS

o Tweet about Walk MS once a week beginning two months prior to the
event

Increase number of tweets about Walk MS to once a day

beginning one week prior to the event

o Post 100 fliers about Walk MS in local businesses two weeks before the
events occurs

14

Host Bike MS in Savannah, Georgia to raise money to support services and

research funded by the chapter
o Invite local community members to raise a minimum of $25 as
individuals or $100 as a team to participate in Bike MS
o Ask local business to sponsor Bike MS
o Write and send out a press release about Bike MS to local news media
three weeks prior to the event.

Provide pictures and other media with the release

Send a follow-up new release after the event if necessary

o Create a Facebook event about Bike MS one month prior to the event

On the event page link to the chapter website where people can
sign up too participate in Bike MS and donate to Bike MS

o Tweet about Bike MS once a week beginning two months prior to the
event

Increase number of tweets about Bike MS to once a day

beginning one week prior to the event

o Post 100 fliers about Bike MS in local businesses two weeks before the
events occurs

Encourage volunteers to sign up to help with Walk MS and Bike MS by

promoting positive experiences from current volunteers

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o Promote volunteer participation through Tweets and posts on the
Facebook page
o Link posts and tweets to the chapter website where volunteers can sign up
o Distribute testimonials in monthly newsletters from volunteers about their
positive experiences volunteering with the chapter
o Promote volunteering at fundraising events through testimonials shared
by volunteers

16

Strategies
Many of the objectives for the Georgia chapter of the National MS Society
are focused on ways communication and participation can be improved. One thing
that the chapter is notably lacking is a presence on social media. Therefore, many
of the tactics chosen to achieve the set objectives are heavily focused on social
media strategies. This includes not only using social media to provide information
and news to the organizations current and potential members, but also to provide
an avenue through which the societys audience can discuss changes and
improvements which may be beneficial to the chapter.
Part of the objectives will also be accomplished through the use of special
events. Fundraising events are not only a vital way to raise money used to fund
the society, but are also a great opportunity to network within a local community.
These events provide a chance to recruit volunteers, promote the organizations
website and social media pages, and to introduce new participants to the
organization.

17

Evaluation
Objective 1: Increase interaction with key audiences of the Georgia chapter of the
National Multiple Sclerosis Society on social media by 15 percent by Dec. 31, 2014.

This objective can be evaluated by measuring statistics on Facebook such as how

many likes the chapter page has, how many likes and comments the chapter gets
on posts, and how many shares the chapter gets on posts.

This objective can also be evaluated by how counting how many followers the
chapter Twitter pages has, and how many of the chapters tweets have been
retweeted or favorited.

Objective 2: Increase traffic to the Georgia chapter website by 35 percent by Dec. 31,
2014.

Traffic on the website can measured through the analytics tool on the website
host. The traffic measurements after the campaign should be measured against a
benchmark established before the campaign begins.

Objective 3: To raise $10 thousand for the Georgia chapter by Dec. 31, 2014.

This can be measured by counting the total money raised during the Walk MS
and Bike MS fundraising events.

Objective 4: Increase number of volunteers for the Georgia chapter by 10 percent by Dec.
31, 2014.

This objective can be measured by comparing the number of volunteers involved

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in the organization after the campaign, to the number who were involved with it
before the campaign.

Objective 5: Increase number of participants who attended Georgia chapter fundraising

events by 10 percent by Dec. 31, 2014.

This objective can be measured by comparing the number of participants who

attended chapter fundraising events before the campaign to the number who
attend after the campaign.

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Budget
Research:
Secondary Research (10 hours at $50/ hour).$500
Primary Research (10 hours at $50/hour) .$500

Tactics:
1. Facebook page (3 hours/week at $50/hour)... $600/month
2. Twitter page (3 hours/week at $50/hour)...$600/month
3. Instagram page (1 hour/week at $50/ hour)... $200/month
4. Georgia chapter website...$1000
5. Promotional items for Walk MS
a. 400 T-shirts..$2000 (donated)
b. 20 signs..$200 (donated)
c. 400 flying disks.$160 (donated)
d. 400 water bottles$200 (donated)
6. Walk MS
a. Venue (4 hours at $20/hour) ...$80
b. Rent 6 tables$36
c. Rent 6 tents....$300
d. 65 pizzas$330 (donated)
e. 250 bottles of water...$135 (donated)
f. 100 cokes.$39 (donated)
g. 50 diet cokes....$24 (donated)

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h. 50 sprites..$24 (donated)
i. 3 sets of face paint$21
j. 100 volunteer waivers...$5
k. 200 medical waivers$10
l. 1 medical emergency kit$150
m. 250 paper plates.....$7
n. 400 paper napkins..$6
o. 1 snow cone machine.$400
p. 3 bottles of snow cone flavoring..$15
q. 250 paper snow cone cups...$10
r. 30 traffic cones$30
s. 100 fliers .........$5
7. Gift card for photo contest winner...$50
8. Bike MS
a. Venue (4 hours at $20/hour) ......$80
b. Rent 6 tables$36
c. Rent 6 tents....$300
d. 250 chicken sandwiches....$750 (donated)
e. 250 bags of chips.$45 (donated)
f. 250 bottles of water...$135 (donated)
g. 100 cokes.$39 (donated)
h. 50 diet cokes....$24 (donated)
i. 50 sprites..$24 (donated)

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j. 3 sets of face paint$21
k. 100 volunteer waivers...$5
l. 200 medical waivers$10
m. 1 medical emergency kit$150
n. 250 paper plates.....$7
o. 400 paper napkins..$6
p. 1 snow cone machine.$400 (purchased for previous event, no cost)
q. 3 bottles of snow cone flavoring..$15
r. 250 paper snow cone cups...$10
s. 30 traffic cones.$30 (purchased for previous event, no cost)
t. 100 fliers ......$5

Total Value of Campaign: $24,294

Total Cost of Campaign: $20,540

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Time Table
Month
January

Events
Begin secondary research by Jan. 31,
Send out internet survey for primary research by Jan. 31
Create the Georgia chapter Facebook page by Jan. 31
Create the Georgia chapter Twitter account by Jan. 31
Create the Georgia chapter Instagram account by Jan. 31
Link the Instagram account to the chapter Facebook page
Begin posting to Facebook 3 times a week
Begin tweeting 3 times a week
Begin conducting interviews of volunteers to include in tweets,
Facebook posts, and monthly newsletters
Send out a monthly newsletter

February

Contact Athens Memorial Park about reserving the date for Walk MS
Continue posting to Facebook and Twitter
Begin contacting local business about sponsoring Walk MS
Begin using Facebook and Twitter to encourage participants and
volunteers to sign up for Walk MS
Contact companies to get bids on creating signs, T-shirts, flying discs,
and water bottles for Walk MS
Conclude the internet survey by Feb. 31
Send out a monthly newsletter

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March

Begin gathering supplies for Walk MS

Order signs, T-shirt, Frisbees, and water bottles for Walk MS and Bike
MS no later than March 10
Print 100 fliers for Walk MS
Follow up with local businesses about sponsoring Walk MS
Continue posting to Facebook and Twitter
Continue using Facebook and Twitter to encourage volunteers and
participants to sign up for Walk MS
Send out a monthly newsletter

April

Create the Facebook event for Walk MS on April 10

Post fliers about Walk MS in local businesses by April 26
Use Facebook and Twitter to encourage volunteers to sign up on the
chapter website for Walk MS by April 30
Use Facebook and Twitter to encourage participants to sign up on the
chapter website for Walk MS by April 30
Send out a monthly newsletter
Continue posting to Facebook and Twitter

May

Purchase supplies for Walk MS

Begin promoting Facebook photo contest
Purchase the gift card that will be given as the prize for the Facbook
photo contest
Begin tweeting about Walk MS once a day on May 3
Host Walk MS on May 10

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Begin Facebook photo contest on May 10
Send out a follow-up press release about Walk MS no later than May 12
End Facebook photo contest on May 17
Send out a monthly newsletter
Continue posting to Facebook and Twitter
June

Contact Nathanel Green Park in Savannah about reserving the date for
Bike MS
Send out thank you cards to businesses and individuals who donated to
the Society during Walk MS
Send out a monthly newsletter
Continue posting to Facebook and Twitter
Resend internet survey for primary research by June 31

July

Begin promoting Bike MS on Facbebook and Twitter

Begin asking local businesses to sponsor Bike MS
Begin using Facebook and Twitter to encourage participants and
volunteers to sign up for Bike MS
Continue updating Facebook and Twitter
Send out a monthly newsletter
Conclude the second internet survey for primary research by July 31

August

Begin gathering supplies for Bike MS

Follow up with local businesses about sponsoring Bike MS
Print 100 flyers for Bike MS
Continue using Facebook and Twitter to encourage participants and

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volunteers to sign up for Bike MS
Send out a monthly newsletter
Continue posting to Facebook and Twitter
September

Create the Facebook event for Bike MS on Sep. 20

Post flyers about Bike MS in local businesses by Sep. 27
Use Facebook and Twitter to encourage volunteers to sign up on the
chapter website for Bike MS by Sep. 30
Use Facebook and Twitter to encourage participants to sign up on the
chapter website for Bike MS by Sep. 30
Purchase supplies for Bike MS
Send out a press release about Bike MS on Sep. 27
Send out a monthly newsletter
Continue posting to Facebook and Twitter

October

Begin tweeting about Bike MS once a day starting Oct. 4

Host Bike MS on October 11
Send out follow-up press release about Bike MS no later than October
13
Send out a monthly newsletter
Continue posting to Facebook and Twitter

November

Send out thank you cards to businesses and individuals who donated to
the Society during Bike MS
Send out a monthly newsletter
Continue posting to Facebook and Twitter

26


December

Send out a monthly newsletter

Continue posting to Facebook and Twitter
Evaluate the campaign

27

Part II
Individual Communications Elements

28

News Release
CONTACT: Emily Bowen
ejbowen@uga.edu
153 Milledge Terrace
Athens, GA 30606
FOR IMMEDIATE RELEASE
NATIONAL MULITPLE SCLEROSIS SOCIETY TO HOST WALK MS IN
ATHENS
ATHENS, Ga. (Feb. 18, 2014) The Georgia chapter of the National Multiple
Sclerosis Society will hold its annual fundraising event Walk MS on Saturday, April 5,
2014. The event will begin at 10 a.m. in the Memorial Park.
Walk MS will include a 3-mile walk, face painting, live music, and a free
barbeque lunch courtesy of Dickeys Barbeque.
Anyone wishing to participate in Walk MS can register either as an individual or
as a team. Participants are required to raise a minimum of $25 to attend the event. A prize
will be awarded after the walk to the individual and the team that raise the most money.
Walk MS aims to connect people who have MS with those in their community
who support them. All the funds raised during Walk MS will be used to support research
and programs that impact more than 8,000 people living with Multiple Sclerosis in the
state of Georgia.

(MORE)

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Walk MS in Athens
About National Multiple Sclerosis Society, Georgia Chapter
The Georgia Chapter of the National Multiple Sclerosis Society was chartered in April
1953. The chapter provides services, support and special programs for more than 9000
individuals with Multiple Sclerosis in the state of Georgia. The Georgia chapter also,
along with hundreds of volunteers and supporters, raises more than $2 million dollars
each year to fund research aimed at finding a cure for MS.
###

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National MS SocietyGeorgia Chapter
1117 Perimeter Center West Suite E101
Atlanta, GA 30338
678-672-1000

Athens Walk MS Event Fact Sheet

Contact
Emily Bowen
ejbowen@uga.edu
678-521-5355

Purpose
The purpose of Athens Walk MS is to connect locals who have Multiple Sclerosis with
people in their communities who support them. Participants in Athens Walk MS raise
money to fund research towards a cure for MS, as well as to provide life-changing
programs for those affected by MS in their community.
Sponsor
Athens Walk MS is sponsored by the Georgia Chapter of the National Multiple Sclerosis
Society.
When
Saturday, May 10, 2014 from 12 p.m.-3 p.m.
Where
Memorial Park, 293 Gran Ellen Drive, Athens, GA 30606
Park office: 706-613-3580
http://www.athensclarkecounty.com/521/Memorial-Park
Activities
3-mile walk
Free barbecue lunch catered by Bucks Barbecue
Face painting and crafts
Expected Attendance
100-200 community members
Prominent People
Roy Rangel, chapter president
Nicole Hill, executive vice president/COO
Laurie Palmer, event coordinator
Rusty Benton, volunteer coordinator

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Feature Pitch
Feb. 19, 2013
Ed Morales, News Editor
Athens-Banner Herald
1 Press Place
Athens, GA 30606
Dear Mr. Morales,
The Georgia chapter of the National Multiple Sclerosis Society is excited to announce the
25th anniversary of its annual Athens Walk MS fundraiser on May 10, 2014.
Throughout the last 25 years, Athens Walk MS has raised more than $100,000 towards
research for the cure for Multiple Sclerosis. This event has also helped bring together
members of the community to establish support programs for Athens residents affected
by MS.
In honor of this years anniversary, Athens Walk MS is hoping to raise $10,000, which is
more than 40 percent more than has ever been raised in any previous single Georgia
chapter event. I am reaching out to inform you about this event because I think you can
help us reach this goal.
I believe that readers of the Athens-Banner Herald would be interested in reading an
article about the significance of this event to Athens community members because there
are currently more than 2,000 individuals with MS in Athens and the cities surrounding
it. These people, along with their friends and family, consider the Athens-Banner Herald
a link to what is happening in their community.
Members of the Georgia chapter of the National MS Society board, as well as Athens
Walk MS event coordinators, are available for interviews by appointment. If you are
interested, I can also provide pictures and statistics from past Athens Walk MS
fundraisers to support an article.
I will call you on Monday, March 3 to discuss any further information you may need and
answer any questions that you have.
Thank you for your consideration.
Sincerely,
Emily Bowen
University of Georgia
ejbowen@uga.edu

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Feature Release
CONTACT: Emily Bowen
ejbowen@uga.edu
153 Milledge Terrace
Athens, GA 30606
FOR IMMEDIATE RELEASE
The National MS Society Celebrates 25 Years of Athens Walk MS
ATHENS, Ga. (May 5, 2014) Anyone driving past Memorial Park this Saturday may
notice a sea of people in bright orange T-shirts. Dont worry, this is not a sign that
Tennessee fans have invaded Athens. Those orange shirts do not represent a fight for a
football, but rather a fight for a cause.

This weekend the Georgia chapter of the National Multiple Sclerosis Society is
celebrating the 25th anniversary of its annual Athens Walk MS fundraiser. The chapter is
so excited to commemorate this event, which has raised more than $100,000 for life
changing research and programs throughout the last 25 years.

Athens Walk MS is a 3-mile walk held every year in order to inspire the Athens
community to rally together to find a cure for Multiple Sclerosis. According to the
society, the goal of Athens Walk MS is not only to raise money, but also to bring together
individuals in the Athens area who have MS with the neighbors, family and friends who
care about them. Athens Walk MS is not just a fundraiser, but it is a celebration of what it
means to be a community.
(MORE)

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Athens Walk MS 25th Anniversary
We are so excited about the 25th anniversary of Athens Walk MS, said Laurie Palmer,
communication manager for the Georgia chapter of the National MS Society.

Over the last 25 years Athens Walk MS has been a vital part of raising awareness and
support for the people in Athens who are affected by MS, said Palmer.

Palmer was inspired to being working for the National MS Society when her mother was
diagnosed in 2001. She has served in her current position as communications manager
for the Georgia chapter for the last five years.

Because of the support raised by this event throughout the years, we have been able to
grow the number of support programs provided by our society in the Athens from one to
more than 50, Palmer said. We are now able to reach and serve more than 2,000
individuals in the Athens area who suffer from MS.

For Joelle Campbell, a 21-year-old Athens resident, Athens Walk MS exemplifies hope.

My father was diagnosed with MS six years ago. Walk MS and the National MS Society
has given my family so much hope and support as we struggle through the up and downs
of his disease together, said Campbell.
(MORE)

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Athens Walk MS 25th Anniversary
According to Campbell, her favorite part about Athens Walk MS is seeing the joy on the
walkers faces at the finish line.

For some people walking three miles is not a big deal; but for people with MS it is a
huge accomplishment, Campbell said. I love being there to congratulate my father as
he crosses the line.

Campbell is not the only one excited to be a part of Athens Walk MS. Several local
business owners are also looking forward to this years event.

We are very proud to be providing lunch at Athens Walk MS this year, said Harry
King, owner of Bucks Barbecue.

We believe it is important to give back to our neighbors, event if that means something
as simple as serving them a delicious barbecue sandwich, King said.

The National MS Society expects between 200 and 300 people to attend Athens Walk
MS this year, including at least 25 fundraising teams. The society hopes that this years
event will raise a record-breaking $5,000. However, most importantly, the chapter wants
to remind the Athens community that the National MS Society has walked, and will keep
on walking, until MS never stops people from moving again.
(MORE)

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Athens Walk MS 25th Anniversary
About National Multiple Sclerosis Society, Georgia Chapter
The Georgia Chapter of the National Multiple Sclerosis Society was chartered in
April 1953. The chapter provides services, support and special programs for more
than 9000 individuals with Multiple Sclerosis in the state of Georgia. The Georgia
chapter also, along with hundreds of volunteers and supporters, raises more than $2
million dollars each year to fund research aimed at finding a cure for MS.
###

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Public Service Announcement

Contact:
Emily Bowen
The National Multiple Sclerosis Society-Georgia Chapter
678-521-5355
ejbowen@uga.edu
Start Date: March 19, 2014
Kill Date: May 11, 2014
The National Multiple Sclerosis Society Hosts Fundraiser
PUBLIC SERVICE ANNOUCEMENT
:30
DID YOU KNOW THAT MORE THAN 8,000 INDIVIDUALS IN THE STATE OF
GEORGIA HAVE MULTIPLE SCLEROSIS? M-S IS A DISABLING DISEASE THAT
STOPS PEOPLE FROM BEING ABLE TO MOVE. WE NEED YOUR HELP TO FIND
A CURE! THE GEORGIA CHAPTER OF THE NATIONAL M-S SOCIETY WILL BE
HOSTING WALK M-S ON SATURDAY MAY 10, TO RAISE MONEY FOR LIFECHANGING RESEARCH. FOR MORE INFORMATION VISIT W-W-W-DOTNATIONAL-M-S-SOCIETY-DOT-ORG.
###

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Speech
Background
This celebratory speech will be delivered to about 300 participants at Athens
Walk MS on May 10, 2014. Roy Rangle, the Georgia chapter president, will deliver the
speech.
Celebrating 25 Years of Walk MS
Welcome everyone to the 25th anniversary of Walk MS! We are so excited that
youre here with us on this beautiful spring afternoon. The National MS Society is
delighted to tell you that today marks more than 45,000 miles walked, and $770 million
raised towards our mission of creating a world that is free of MS!.(1)
Firstly, we would like to thank our wonderful Athens fundraising teams for all of
the hard work you did collecting donations this year. Here today, we have a recordbreaking 30 teams, and more than 300 passionate individuals. We are thrilled to
announce that thanks to your dedication and efforts, not only did we meet our goal of
raising $5,000, but we ended up raising more than $5,500. What an exiting way to
celebrate 25 years of Walk MS.
Next, we would like to thank all of our wonderful volunteers and sponsors for
making this event possible. It is your generosity with your time, energy, and resources
that makes Walk MS successful. We sincerely appreciate everything that you do! We
would like to say a special thank you to Bucks Barbecue, for providing our delicious
lunch, and also to Athens Party Supply, who graciously set up all of the tents, chairs and
tables for todays event.

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Finally, we would like to thank each and every one of you for coming out today to
show your love and support for our friends, neighbors, and family members who are
affected by MS. We are so happy to share this momentous occasion with you, because
youre what this event is all about. Today is about more than putting on your bright
orange Walk MS T-shirt, or dragging your whole family out here at nine a.m. Its about
more than walking off all of the delicious barbecue you are going to eat, or trying to keep
your kids from overdosing on cotton candy. Its even about more than how much money
you raise or how far you walk. Walk MS is about community. Its about friendship. Its
about perseverance. Its about hope.
We stand here today united by a vision of a world where MS is not only managed,
but cured! Mahatma Gandhi once said that, strength does not come from physical
capacity, it comes from an indomitable will. (2) The National MS Society believes that
our strength, the strength that continues to drive us forward in an unending pursuit of a
future without MS, comes from your will. The will of you who preserver through the pain
and the long doctor visits. The will of you who muster up the courage to get out of bed
each morning regardless of if its a good day or a hard one. The will of you who continue
to fight for better medicine, better treatment, and better care. And the will of you who
stand by your friends and loved ones every step of the way. Yes, our strength comes from
you, and your will to never stop walking until we put an end to MS.
We also stand here today united by our desire to see crucial changes in the
support, benefits, and rights available for people with MS in our country. More than
9,000 people in the state of Georgia, and 400,000 people in the US have MS. (3)
Together, we are working to form alliances with local, state, and national politicians in

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order to break down the barriers to care, improve access to quality health services, and
make MS therapies more affordable for the people in our community and throughout the
country. We are championing the fight for disability rights, research funding, and longterm care resources. We are raising our voices to say that we walk so that all people
affected by MS can have the opportunity to live the best quality of life possible.
Finally, today we are united by a promise. We promise to always stand by the
people in our lives who are affected by MS. We promise to never stop advocating for
those who need better care. We promise to never quit pursuing better therapies, better
programs, and better research. For 25 years, Walk MS has brought communities together,
connecting individuals who have MS with the people who care about them. We believe
that MS is a battle that no one should ever have to fight alone, and we strive to provide a
strong network of support so that no one has to. For 25 years we have been in this fight
together, and we promise that even if it takes 25 more, we will not stop walking until the
war against MS is won.

Bibliography
1. https://secure3.convio.net/nmss/site/SPageServer?pagename=WLK_National
2. http://www.searchquotes.com/search/Community_Strength/6/
3. http://www.statisticbrain.com/multiple-sclerosis-statistics

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Event Plan Memo

To: Laurie Palmer, Communications Manager
From: Emily Bowen
Date: April 10, 2014
Subject: Event Proposal
Dear Ms. Palmer,
As a nonprofit organization, fundraising is vital for the National MS Society. Fundraising
is what allows us to fund life-saving research and provide life-changing programs and
services. Therefore, I propose that we hold a fundraising event in order to help fund
programs in the Athens area.
The Event
The event that I propose is Athens Walk MS. Participants in this event will raise money
through donations and sponsorships as individuals and teams. These participants will then
walk a 3-mile course on the day of the event. The event will also include a donated lunch
and family activities. This event could be held every year.
Athens Walk MS will require an outdoor venue that can fit up to 400 people. I suggest
that it be held at Memorial Park because it offers enough room for both the event and the
3-mile walking course. I propose that we hold this event on Saturday, May 10, 2014 from
9 a.m. to 12 p.m.
Logistics
In addition to cones to mark the 3-mile walking course, to run this event we will need
tables, chairs and tents. Athens Party Supplies will provide these items for free. We will
also need lunches for the participants, which will be donated by Bucks Barbecue.
We do not need any special permits to hold this event. However, we will need to reserve
space at Memorial Park several weeks before the walk. There will be a small fee for this
reservation.
The staff of the Georgia chapter of the National MS Society will do the planning for this
event. On the day of the event, volunteers will run all activities and stations. A volunteer
manager will be in charge of these volunteers.
Promotion
The promotion for Athens Walk MS will be accomplished through several different
methods. The Georgia chapters communication manager will be in charge of developing
a press release that will be sent out to local newspapers and radios.
They will also create a flier that will be posted in businesses in the Athens area. The
chapter website, newsletter, Twitter and Facebook will also be used to inform people
about the walk.

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Calendar
If Athens Walk MS is approved, a detailed calendar will be developed.
March 2014
A chapter staff member should call and reserve Memorial Park for the day of the event at
this time. Tasks should also be delegated to staff members.
Week of April 13, 2013
Sponsorships should be confirmed for the event this week.
Week of April 20, 2014
The communication manager should design and print a flier at this time. Volunteers for
the event should be confirmed by this week. Signs for the event should be made.
Week of April 27, 2014
This week fliers should be posted in local businesses. The communications manager will
write and send out a news release about the event.
Week of May 4, 2014
At this time all final supplies should be purchased and event T-shirts should be picked up.
Someone should call to confirm equipment and food delivery times.
May 10, 2014
7 a.m. Set up for the event will begin. Tables, chairs and tents will be delivered.
Volunteers arrive and are organized. Cones marking the course are put out. Signs are put
up. Set up should take an hour.
8 a.m. Water and ice are put out. Volunteers begin running their stations.
9 a.m. Check-in begins.
10 a.m The walk begins.
11 a.m Lunch is served.
12 p.m. The event ends and cleanup and break down begins.
Summary
Athens Walk MS will be a great opportunity to not only raise the funds necessary to run
the programs that our society provides, but it will also be a great chance for the Athens
community to show its support for its residents who are affected by MS.
If the event is approved, a budget will be developed and submitted by February 29. I will
await your response by February 10.

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Thank you for your consideration.
Sincerely,
Emily Bowen
University of Georgia
Public Relations
ejbowen@uga.edu

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Website Critique
To: Laurie Palmer, Communications Manager
From: Emily Bowen
Date: April 21, 2014
Subject: Georgia Chapter Website Critique
Dear Ms. Palmer,
I am very excited about the launch of the new chapter website. It is important for Georgia
community members to have easy access to information about Multiple Sclerosis, and the
opportunities that our chapter provides. A website is a great tool for providing that
information quickly and efficiently to people involved in our society, as well as those
interested in finding out what we are all about. I have a few comments and suggestions
about ways in which we can further improved the new website.
In general, I would rate the appearance of our new website as a four on a scale of one to
five. The new homepage does a wonderful job of supplying important details about the
chapter in an interactive and aesthetically pleasing way. The contact panel on the left side
of the screen is a great way of making the chapter approachable and easily accessible.
However, I think that the amount of contact information provided is slightly
overwhelming for a homepage. It would be more appropriate to provide just the address,
phone number and email address through which people can contact the chapter in that
panel. The rest of the information can be put on a separate contact us page.
The connect panel is also a good way for visitors to the site to be in conversation with the
society through email and social media. However, the text in the Facebook button needs
to be centered to match the Twitter button. Also, instead having a button that invites
people to sign up for emails, it would be more approachable for it to say sign up for
our online newsletter. I think that people would be more willing to sign up for emails if
they know exactly the content of the emails.
Another nice feature of the new homepage is the link to tweets that the chapters Twitter
account has been tagged in. This is a great way for people to see comments from people
who are already involved in our programs and events. Similarly, it would be beneficial
for us to find a way to link our chapters Facebook pictures to the homepage. This would
provide visitors with an interactive opportunity to learn about our programs, chapters and
events. Pictures are a valuable tool because people are more willing to click through them
than read a lot of text.
Overall, I would rank the readability and content of our site as a five. I think that the
chapter has done a great job of providing information that can be easily understood by
anyone who might need to know about Multiple Sclerosis or the society. The language is
simple, clear and active. The word choices are also positive and empowering, which is a
good representation of our society.

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Although the language and content is great, I would rank the navigation as a two.
Although the links to different pages are very clear and well organized on the homepage,
once I navigate off the homepage it becomes complicated to get back to the original list
of pages. It is also confusing because the links change depending on what you click on. I
propose that we reconsider how the links work in order to make it easier for visitors to
find the page they need.
One final suggestion I have for the new website is to add links to news from outside
sources about MS. Although the current page does offer links to news within the society,
I think that it would be beneficial to link to articles and videos from outside sources. This
would provide a vital opportunity for visitors to understand why the National MS Society
exists and what is being accomplished through organizations like ours.
Thank you for your considering these suggestions.
Sincerely,
Emily Bowen
University of Georgia
Public Relations
ejbowen@uga.edu

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