|
Recruitment Public Relations
CAMPAIGN LAUNCH EVENT
Parker & James launched the recruitment campaign with a kick-off
event at the Massachusetts State House. A well-known local
radio personality acted as master of ceremonies. The Mass.
DMR Commissioner and legislative leaders in the field took
part. Agency administrators honored outstanding direct support
professionals, who also shared their stories. Extensive television,
radio, and newspaper coverage of the event helped publicize
the launch.
NEWS STORIES
Integral to the campaign was a grass roots public relations
effort that told the story of direct support professionals
in the communities where they work and live. Frequently, this
took the form of feature stories that profiled the workers
and their agencies and explained how they became involved
in the field, what their work means to them, and why they
enjoy it.
View sample
TELEVISION AND RADIO
Broadcast media provide highly effective ways to reach large
numbers of people. News and public affairs programs interviewed
direct support professionals and human resource people from
selected provider agencies, increasing the campaign's visibility.
VIDEO PUBLIC SERVICE ANNOUNCEMENT
(PSA)
A video public service announcement was developed and distributed
to all broadcast and cable television stations throughout
Massachusetts - and broadcast free of charge on TV stations
throughout the state. In the first three months of the video's
airing, the campaign received more than 300 calls from people
who saw the video PSA.
See the video
Development of the video public service announcement proved
to be an enriching experience for the provider agencies. A
task force of representatives of the provider agencies was
created to work on the project. Over the course of several
months, the agencies met to discuss and agree on an approach
that would work for them.
PUBLIC SERVICE ANNOUNCEMENT (PSA)
Several print versions of the video PSA were developed and
sent to radio stations across the state. Follow-up to radio
stations ensured that the PSA would be aired.
Back to Case Study - the Mass.
DMR Workforce Recruitment Campaign
|
