Public Relations Coordinator Manual

Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

 

FOR IMMEDIATE RELEASE	FOR MORE INFORMATION:
DATE	Public Relations Coordinator Name
	Public Relations Coordinator Phone

Recycling Program to Raise Funds for Life-Saving Transplant

City, State – Cell phones and spent printer ink cartridges are being collected by a local group of volunteers in honor of Patient Name, a Location-area child who needs/has had a Transplant Type transplant. Working with the Children’s Organ Transplant Association’s Recycle for Life program, proceeds from the Location effort will assist with transplant-related expenses.

Patient First Name was diagnosed with Diagnosis. The Name family needs an estimated $Goal to pay their transplant-related expenses.

“The family and friends of Patient Name want to encourage everyone to donate used cell phones and printer ink cartridges in order to help give Patient First Name a second chance at life,” said Community Coordinator Name, Community Coordinator. “Please take your used, worn out, or completely non-working cell phones and printer ink jet cartridges to List Drop-Off Points/Dates.”

Nationwide, COTA has collected more than 15,000 cell phones in the first year of its recycling program. An estimated 130 million wireless phones are discarded annually. For more information about the Recycle for Life program, or other fundraising and volunteer opportunities, please contact Community Coordinator Name, Telephone and Email.

Patient Name’s family has asked for assistance from the Children’s Organ Transplant Association (COTA), a national charity based in Bloomington, Indiana. COTA is dedicated to organizing and guiding communities in raising funds for transplant-needy patients. COTA’s services are completely free of charge and 100% of funds generated by COTA community fundraising campaigns are available for transplant-related expenses.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

 

FOR IMMEDIATE RELEASE	FOR MORE INFORMATION:
DATE	Public Relations Coordinator Name
	Public Relations Coordinator Phone

MEDIA ADVISORY

Fundraising Event Honoring Local Transplant Patient to Be Held

City, State – A “Title of Event”, will be held in honor of Patient Name, a Location-area child who needs/has had a Transplant Type transplant. The event is planned for Day, Date, at Location. Age-year-old Patient First Name is listed for/received a Transplant Type transplant at Hospital Name in Hospital Location. Funds are being raised to assist with his/her transplant-related expenses.

Insert details about the event, including sponsor names. Include directions to location, if necessary. The cost of this event will be $Cost per person.

Patient First Name was diagnosed with Diagnosis. The Name family needs an estimated $Goal to pay their transplant-related expenses.

“The family and friends of Patient Name want to encourage everyone to attend our Event Name and help give Patient First Name a second chance at life,” said Event Chair Name. “100% of the profits from the Event Name will assist with transplant-related expenses.”

For more information about the Event Name, or other fundraising and volunteer opportunities, please contact Event Chair Name, Telephone and Email.

Patient Name’s family has asked for assistance from the Children’s Organ Transplant Association (COTA), a national charity based in Bloomington, Indiana. COTA is dedicated to organizing and guiding communities in raising funds for transplant-needy patients. COTA’s services are completely free of charge and 100% of funds generated by COTA community fundraising campaigns are available for transplant-related expenses.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

 

FOR IMMEDIATE RELEASE	FOR MORE INFORMATION:
DATE	Public Relations Coordinator Name
	Public Relations Coordinator Phone

Event-A-Thon to Raise Funds for Life-Saving Transplant

City, State – An Event-A-Thon, “Title of Event”, will be held in honor of Patient Name, a Location-area child who needs/has had a Transplant Type transplant. The event is planned for Day, Date, at Location. Age-year-old Patient First Name is listed for/has received a Transplant Type at Hospital Name in Hospital Location. Funds are being raised to assist with his/her transplant-related expenses.

Insert details about the event, including sponsor names.

Participants are asked to collect all pledges prior to the Event-A-Thon and are asked to complete a registration form that is available by contacting Event Chair Name, Telephone and Email Address.

“The family and friends of Patient Name want to encourage and challenge everyone to ask their neighbors and colleagues to make a pledge to help give Patient Name a second chance at life, said Event Chair Name. “100% of the funds collected at the Event-A-Thon will assist with transplant-related expenses.”

Patient First Name was diagnosed with Diagnosis. The Name family needs an estimated $Goal to pay their transplant-related expenses. For more information about the Event-AThon, or other fundraising and volunteer opportunities, please contact Event Chair Name and Telephone.

Patient Name’s family has asked for assistance from the Children’s Organ Transplant Association (COTA), a national charity based in Bloomington, Indiana. COTA is dedicated to organizing and guiding communities in raising funds for transplant-needy patients. COTA’s services are completely free of charge and 100% of funds generated by COTA community fundraising campaigns are available for transplant-related expenses.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

 

FOR IMMEDIATE RELEASE	FOR MORE INFORMATION:
DATE	Public Relations Coordinator Name
	Public Relations Coordinator Phone

Event Name to Raise Funds for Life-Saving Transplant

City, State – An Event Name, “Title of Event”, will be held in honor of Patient Name, a Location-area child who needs/has had a Transplant Type transplant. The event is planned for Day, Date, at Location. Age-year-old Name is listed for/ has received a Transplant Type transplant at Hospital Name in Hospital Location. Funds are being raised to assist with transplant-related expenses.

Major dinner sponsors include: Insert sponsors names.

The cost of the dinner will be $Price for adults and $Price for children under the age of Age. The dinner will feature Insert theme or special activities. Insert event specifics: directions/special activities/etc.

“The family and friends of Patient First Name want to encourage everyone in the community to attend our upcoming dinner in an effort to give him/her a second chance at life,” said Event Chair Name. “100% of the profits from the Event Name will assist with transplant related expenses.”

Patient First Name was diagnosed with Diagnosis. The Name family needs an estimated $Goal to pay their transplant-related expenses.

For more information about Event Name, or other fundraising and volunteer opportunities, please contact Event Chair Name, Telephone and Email Address.

Patient Name’s family has asked for assistance from the Children’s Organ Transplant Association (COTA), a national charity based in Bloomington, Indiana. COTA is dedicated to organizing and guiding communities in raising funds for transplant-needy patients. COTA’s services are completely free of charge and 100% of funds generated by COTA community fundraising campaigns are available for transplant-related expenses.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

 

FOR IMMEDIATE RELEASE	FOR MORE INFORMATION:
DATE	Public Relations Coordinator Name
	Public Relations Coordinator Phone

Event Name to Raise Funds for Life-Saving Transplant

City, State – A live/silent auction will be held in honor of Patient Name, a Location-area child who needs/has had a Transplant Type transplant. The event is planned for Day, Date, at Location. Age-year-old Name is listed for/has received a Transplant Type at Hospital Name in Hospital Location. Funds are being raised to assist with transplant-related expenses.

Major auction sponsors include: Insert sponsors names.

Cash, checks and most major credit cards will be accepted at the auction for any purchase or donation. Early consignments include: Insert package/item names with brief descriptions here.

“The family and friends of Patient First Name want to encourage everyone in the community to attend this special auction in an effort to give him/her a second chance at life,” said Event Chair Name. “100% of the profits from the auction will assist with transplant-related expenses.”

Patient First Name was diagnosed with Diagnosis. The Name family needs an estimated $Goal to pay their transplant-related expenses.

For more information about Event Name, or other fundraising and volunteer opportunities, please contact Event Chair Name, Telephone and Email Address.

Patient Name’s family has asked for assistance from the Children’s Organ Transplant Association (COTA), a national charity based in Bloomington, Indiana. COTA is dedicated to organizing and guiding communities in raising funds for transplant-needy patients. COTA’s services are completely free of charge and 100% of funds generated by COTA community fundraising campaigns are available for transplant-related expenses.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

 

FOR IMMEDIATE RELEASE	FOR MORE INFORMATION:
DATE	Public Relations Coordinator Name
	Public Relations Coordinator Phone

Coins to be Collected in Honor of Local Transplant Patient

City, State – A Community/School Coin Drive is being held in honor of Patient Name, a Location-area child who needs/has had a Transplant Type transplant. The Coin Drive is an attempt to turn everyday change into life-saving dollars for children like Age-year-old Patient First Name. Patient First Name is listed for/received a Transplant Type transplant at Hospital Name in Hospital Location. Funds are being raised to assist with transplant-related expenses.

Pennies, nickels and dimes do add up. According to Coinstar, a national coin redemption machine manufacturer, a gallon jug filled with coins can net as much as $228.34. Insert details about the coin drive here, including any sponsor names.

Patient First Name was diagnosed with Diagnosis. The Name family needs an estimated $Goal to pay their transplant-related expenses.

“The family and friends of Patient Name want to encourage everyone to support our Community/School Coin Drive and help give Patient First Name a second chance at life,” said Community Coordinator Name, Community Coordinator. “Every coin collected will assist with transplant-related expenses.”

For more information about the Coin Drive, or other fundraising and volunteer opportunities, please contact Community Coordinator Name, Telephone and Email.

Patient Name’s family has asked for assistance from the Children’s Organ Transplant Association (COTA), a national charity based in Bloomington, Indiana. COTA is dedicated to organizing and guiding communities in raising funds for transplant-needy patients. 100% of all funds raised are used for transplant-related expenses.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

 

FOR IMMEDIATE RELEASE	FOR MORE INFORMATION:
DATE	Public Relations Coordinator Name
	Public Relations Coordinator Phone

Tasting Showcase to be Held in Honor of Local Transplant Patient

City, State – A Type Tasting Event is being held in honor of Patient Name, a Location-area child who needs/has had a Transplant Type transplant. This Type Tasting Event is an opportunity for local restaurants/chefs to showcase their culinary expertise and share their ‘ingredients for success’ for children like Age-year-old Patient First Name. Patient First Name is listed for/received a Transplant Type transplant at Hospital Name in Hospital Location. Funds are being raised to assist with transplant-related expenses.

A team of family and friends are organizing this Type Tasting Event on Date at Location. Numerous opportunities to help Patient Name will be featured throughout the Type Tasting Event. Insert details about the tasting event here, including any sponsor names.

Patient First Name was diagnosed with Diagnosis. Volunteers are working to assist the Name family with an estimated $Goal to pay transplant-related expenses.

“The family and friends of Patient Name want to encourage everyone to support our Type Tasting Event and help give Patient First Name a second chance at life,” said Community Coordinator Name, Community Coordinator. “Every dollar donated throughout the event will assist with transplant-related expenses.”

For more information about the Type Tasting Event, or other fundraising and volunteer opportunities, please contact Community Coordinator Name, Telephone and Email.

Patient Name’s family has asked for assistance from the Children’s Organ Transplant Association (COTA), a national charity based in Bloomington, Indiana. COTA is dedicated to organizing and guiding communities in raising funds for transplant-needy patients. 100% of all funds raised are used for transplant-related expenses.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

 

FOR IMMEDIATE RELEASE	FOR MORE INFORMATION:
DATE	Public Relations Coordinator Name
	Public Relations Coordinator Phone

City-Area Youth Raising Funds for Life-Saving Transplant

City, State – A group of youth have organized a type of event that will be held in honor of Patient Name, a location-area child who needs/has had a transplant type transplant. This youth event is planned for Day, Date, at location. Age-year-old Name is listed for/received a transplant type transplant at Hospital name in Hospital location. Funds are being raised to assist with transplant-related expenses.

Area youth involved in this fundraising effort include: insert youth names and schools.

“The family and friends of Patient Name want to encourage everyone in the community to attend this special event in an effort to give Patient Name a second chance at life,” said Youth Organizer Name, Age. “100% of the profits from the type of event will assist with transplant-related expenses.”

For more information about Event Name, or other fundraising and volunteer opportunities, please contact Youth Organizer Name, Phone and Email Address.

“The Children’s Organ Transplant Association is thrilled that this group of youth in City are using their talents and energy to raise funds for families’ transplant-related expenses,” said Community Coordinator Name, Community Coordinator for the COTA for Patient Name campaign. “It is heartwarming to see these talented young individuals working so hard to help our community fundraising campaign in this way.”

Patient Name’s family has asked for assistance from the Children’s Organ Transplant Association (COTA), a national charity based in Bloomington, Indiana. COTA is dedicated to organizing and guiding communities in raising funds for transplant-needy patients. 100% of all funds raised are used for transplant-related expenses.

# # #

Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

COTA for Patient First Name and Last Initial

Date

Dear Media Professional:

My name is Name, and I am the Public Relations Coordinator for a local child/adult who is in need/has had a life-saving transplant. Patient Name is Age years old. Patient Name and his/her family lives in Town and this story needs to be told to the community at large.

Area residents have joined forces to raise funds through the Children’s Organ Transplant Association (COTA). COTA is a national charity dedicated to helping children and young adults who need a life-saving transplant by providing fundraising assistance and family support. Over the past two decades, COTA has assisted more than 1,400 patients from throughout the country, all of whom required a life-saving organ, bone marrow, cord blood or stem cell transplant.

Our community fundraising campaign leadership has been truly impressed that every dollar we raise will go toward transplant-related expenses. For more information, please visit www.cota.org.

This media kit contains information about our patient, his/her medical condition, some upcoming campaign events and key contact information for our campaign’s leadership. Please call or email me at Phone/Email to let me know if you are willing to help us tell Name’s story.

Thank you for your time!

Public Relations Coordinator Full Name
Public Relations Coordinator, COTA for Patient Name

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

COTA for Patient First Name and Last Initial

Patient Name:                                                               Nickname:
Date of Birth:
City/State of Residence:

Diagnosis:
Date of Diagnosis:
Patient Age When Diagnosed:

Type of Transplant Recommended:
Date of Transplant (if it has been performed):
Name/City/State of Transplant Center:

Parents’ Names:
Siblings’ Names and Ages:

Patient’s School:
Patient’s Favorite Things:
Patient’s Wish or Dream:

Public Relations Coordinator Name:
Telephone Number and Email:

Patient Name’s family has asked for assistance from the Children’s Organ Transplant Association (COTA), a national charity based in Bloomington, Indiana. COTA is dedicated to organizing and guiding communities in raising funds for transplant-needy patients. COTA’s services are completely free of charge and 100% of funds generated by COTA community fundraising campaigns are available for transplant-related expenses.

Find out more about COTA at www.cota.org or call 800.366.2682.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

COTA for Patient First Name and Last Initial

Patient Name:
Diagnosis:
Background on Disease:

• Include a simple summary of the disease, including information about the organ, etc.
• Is there a cause?
• How common is this disease?
• What does this disease mean to the patient?
• What is the time until likely death if there is no treatment/transplant? Use bullet points for this explanation. Here are some website sources for your research:

Kidney:	kidney.niddk.nih.gov/kudiseases/pubs/childkidneydiseases/
Liver:	www.surgery.usc.edu/divisions/hep/patientguide/
Lungs:	www.lungusa.org (Click on Diseases A-Z)
Heart:	www.nlm.nih.gov/medlineplus/ency/article/000147.htm
	heartdisease.about.com/ (Right Column: Cardiology 101)
Cord Blood:	www.cancer.umn.edu/page/research/trsplant/cord1.html
Bone Marrow:	www.marrow.org (Patient Resources)
Other:	www.medicinenet.com (Click “Diseases and Conditions”)
	(Type in disease type in the “Search” box)

Type of Transplant Recommended/Received:
Name/City/State of Transplant Center: Include Website
Background on Transplant: Include some basic information about the transplant procedure itself. What is the cost of this type of transplant? What is the preand post-transplant hospital experience typically like for the patient? What is the typical recovery time for this type of transplant? What will life be like for the patient after transplant? Here are some sources for your research:

www.transplantliving.org	(On Top Bar, Click “Living Donation”)
	(Click “Facts” from the pull-down menu)
	(Click on “Organs” and find the information)
www.transweb.org	(Click “Questions & Answers” and type in organ)

Public Relations Coordinator Name:
Telephone Number and Email:

Patient Name’s family has asked for assistance from the Children’s Organ Transplant Association (COTA), a national charity based in Bloomington, Indiana. COTA is dedicated to organizing and guiding communities in raising funds for transplant-needy patients. COTA’s services are completely free of charge and 100% of funds generated by COTA community fundraising campaigns are available for transplant-related expenses.

Find out more about COTA at www.cota.org or call 800.366.2682.

 

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

Children’s Organ Transplant Association Facts

The Children’s Organ Transplant Association (COTA) is a national charity based in Bloomington, Indiana, which is dedicated to organizing and guiding communities in raising funds for transplant-needy patients. COTA’s priority is to assure that no child or young adult is denied a transplant or excluded from a transplant waiting list due to lack of funds. 100% of all funds raised are used for transplant-related expenses.

• Founded in 1986 after a group of Bloomington, Indiana, volunteers helped raise funds to place a child on the liver transplant waiting list.
• COTA has helped more than 1,400 children and adults and has raised more than $50 million.
• Since 1986, more than 900 COTA patients have been successfully transplanted.
• In 2008, nearly 80 COTA patients were successfully transplanted and nearly $3.5 million was raised. COTA does not charge any patient for its services.
• Every dollar raised in honor of COTA’s patients is used for transplant-related expenses.
• COTA funds are available for the patient’s life for almost any transplant-related expense.
• In addition to children, COTA works with adults with genetic diseases such as Cystic Fibrosis. In 2008, more than 90% of COTA patients were under the age of 21.
• Nearly 80% of COTA’s patients are referred to COTA by a social worker, financial coordinator or transplant coordinator at a transplant center.
• In 2008, COTA’s website (www.cota.org) became the fastest growing method of raising funds with nearly $700,000 being contributed electronically by 4,500 donors.

Find out more about COTA at www.cota.org or call 800.366.2682.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

Transplant and Organ Donation Facts

• More than 100,000 U.S. patients are currently waiting for solid organ transplants, with up to 100,000 more searching for a cord blood, marrow or stem cell match.
• Each day, about 77 people receive an organ transplant. Each day, 19 people die waiting for an organ transplant.
• First U.S. organ transplant – 1954 at Boston’s Brigham and Women’s Hospital – kidney was transplanted from one twin to another.
• Currently there are 58 organ procurement organizations in the United States that provide organ procurement services to 261 transplant centers.
• Donor organs are matched to waiting recipients by a national computer registry called the National Organ Procurement and Transplantation Network (OPTN). This computer registry is operated by the United Network for Organ Sharing (UNOS) in Richmond, Virginia, which was chartered by Congress to provide this service.
• The cost of organ transplants varies greatly, not only with the type of transplant, but also with the hospital where the procedure occurs. Typical organ transplant costs (not including pre-transplant or follow-up treatments) are: kidney, pancreas or small bowel $125,000; liver $300,000; lungs $300,000; heart $350,000; bone marrow, stem cell and cord blood transplants $150,000 - $500,000 each.
• Hospitals require that a patient be able to show proof of payment BEFORE the patient is placed on a transplant waiting list. Typical insurance plans will pay 80% of the “normal and customary” expenses incurred for the procedure. That means that for a $300,000 liver transplant, the patient will likely be responsible for a $60,000 deductible PLUS other related expenses such as temporary housing while the patient is hospitalized, transportation for pre- and post-transplant care, medications, etc. The lifetime total can easily exceed $1,000,000.

The Children’s Organ Transplant Association (COTA) is a national charity based in Bloomington, Indiana, which is dedicated to organizing and guiding communities in raising funds for transplant-needy patients. COTA’s priority is to assure that no child or young adult is denied a transplant or excluded from a transplant waiting list due to lack of funds. 100% of all funds raised are used for transplant-related expenses.

Find out more about COTA at www.cota.org or call 800.366.2682.

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IntroductionCall

Because you have completed your Background Media Call or done your Internet research, you know exactly where to send your media kit, and you know to whom to place a follow-up call one week after mailing the media kit. It is very important that you place this follow up call.

Make sure you have a copy of the media kit at your fingertips and be ready to answer questions. If you do not know an answer, do not guess. Take notes and tell the reporter you will call them back with more information. And make sure you get the information and place that call!

Also:

• Be prepared to leave a voice mail. Remember to leave your name and phone number at the beginning of the message and keep the message VERY short.
• Tailor any phone call to the person’s knowledge. If he/she is familiar with COTA and particularly with your patient’s story, there is no need to go into great detail. If applicable, take a moment to review the highlights.
• Keep all statements and descriptions relatively simple. Avoid using acronyms or detailed medical information unless they request it.
• This may be the appropriate time to ask the media source to be a media partner. Do not overlook the opportunity to say:
  COTA for Patient First Name and Last Initial is very interested in finding a community media partner that will follow the patient from now through her/his life-saving organ Type transplant. I am interested in exploring how your newspaper/station/magazine can assist our community fundraising campaign in raising community awareness about organ transplantation and organ donation.

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Telephone Script

Hi. This is Name. I am the Public Relations Coordinator for the COTA for Patient Name campaign. We talked several weeks ago, and since that time I have mailed you our media kit. Do you have any questions about anything in the kit?

The Children’s Organ Transplant Association is a national charity dedicated to organizing communities in raising funds for transplant-needy patients. COTA’s priority is to assure that no child is denied a transplant or excluded from a transplant waiting list due to lack of funds. 100% of all funds raised are used for transplant-related expenses.

In our case, tell the highlights of your patient’s story here…

I just want to make sure that you understand the goal of our campaign – it is to save a child’s life. Explain the transplant process as the information relates to your patient’s medical condition. For example, more than 30,000 people each year are diagnosed with diseases for which marrow or stem cell transplants can be a cure, but only 30% of these people find a match within their family.

In the case of Patient Name, talk about your patient’s medical condition – ask the reporter to refer to the Patient Medical Condition Fact Sheet in the Media Kit. Make sure that the reporter fully understands the medical aspects of the story.

It would be great if you would follow our campaign from start to finish. As the campaign’s Public Relations Coordinator, I would be happy to facilitate access to the patient and to the family for regular articles and features. You could tell our community this story from now through the patient’s life-saving transplant. It would be a great focus for your newspaper/station/magazine.

VERY IMPORTANT IF YOU ARE PLANNING A KICK OFF MEETING
We are officially launching our patient campaign on: Date, Time, Location. Will you be able to be at our campaign launch? COTA for Patient Name is made up completely of volunteers, and we need your help to get the word out about Patient name and her/his need for a life-saving organ type transplant.

If YES:
GREAT! I will look forward to talking to you more then. When you arrive, go to the registration table and ask the person there to find me.
If NO:
Would you like for me to set up a time when you could interview the patient, the family, the campaign’s leadership and someone from the Children’s Organ Transplant Association headquarters?
Make all necessary arrangements and send an email to confirm all.

Thank you for taking time to speak with me today. I am very excited to explore the possibility of ongoing coverage from your newspaper/station/magazine. Is there any additional information that you need from me today? If you have any further questions or need further information, please call me at Phone or email me at Email.

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Broadcast Media Tools and Tips

The Public Relations Coordinator should communicate regularly with television and radio stations. Broadcast media attracts large numbers of viewers and listeners. Press Releases and the Patient Media Kit should be sent to broadcast media, as well as print media. However, the Public Relations Coordinator should be aware differences do exist between print and broadcast media.

Television Tips

• When pitching a story to television, make sure to always know what ‘visuals’ are available for your story. Always talk about the most important information first: type of event, area celebrities helping with event, date of event and location. Remember you have about 15 seconds to hold a television producer’s attention.
• Always try to submit ideas in writing, i.e. a press release, if time allows. Always follow a press release with a telephone call.
• Become familiar with local television news programs and identify those reporters who are going to be sympathetic to the story. Target these reporters.
• Television stations like to cover events and stories that look unusual, but be aware of other major events happening on a given day in a given area. Remember that Mondays and Saturdays are typically ‘news short’ and that pitching a patient story on either of these days could improve coverage.
• When dressing for television interviews, the Public Relations Coordinator should note that color is fine, but it should be toned down. Vertical lines (not narrow), subdued colors and simple, small jewelry lend authority and seriousness to the Public Relations Coordinator’s remarks.
• The Public Relations Coordinator has every right to ask a reporter what material will be covered in a televised interview and to inform him/her the areas that can not be discussed. Please make sure the patient and/or patient family are aware of this as well. It may be helpful to provide the television reporter with a brief paragraph outlining the subject being discussed and the patient’s information.
• Watch your body language on television. TV reporters routinely shake their head during an interview, as if nodding in agreement with the speaker. This can be hypnotic if you are being interviewed and you may start nodding your head, too.
• The Public Relations Coordinator should always be focused on the interview. Please avoid getting too ‘cozy’ with the interviewer or the setting. Some of the most embarrassing mistakes in television interviews occur not because of tough questions, but because the speaker loses focus and begins to babble.
• Be on time to any television interview. Unlike an interview with a print reporter, you cannot typically call a television reporter back later.
• Remember that public and cable television stations are generally more approachable than commercial television stations.
• Always ask the reporter or editor to include a link to the campaign website on the station’s home page.

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Radio Tips

• When pitching a story to radio, make sure to always know what ‘sound bites’ are available for your story. Always talk about the most important information first: type of event, area celebrities helping with event, date of event and location.
• Always try to submit ideas in writing, i.e. a press release, if time allows. Always follow the press release with a telephone call.
• Become familiar with local radio news programs and identify those reporters and/or announcers who may be sympathetic to the story. Target these reporters.
• Radio stations typically broadcast press release information whenever possible. Some radio stations prefer hand delivery of press releases and this is never a bad idea if the Public Relations Coordinator has time.
• Radio reporters may ask to tape an interview over the telephone. This is a common practice used to obtain ‘sound bites’, but the reporter should inform the Public Relations Coordinator of the taping before it begins.
• Speak slowly and in short, concise sentences. Most radio reporters are generalists. Avoid using jargon. State the story in simple, easy-to-understand language – especially information about the patient’s medical condition. Remember, in most cases you are speaking to the public, i.e. potential donors and event attendees, through the reporter.
• Radio stations typically have special programs/call-in shows the Public Relations Coordinator needs to research. These programs often deal with issues of local interest and they are a good match for patient stories and event coverage. These radio programs require a spokesperson and the Public Relations Coordinator should be prepared to serve in this capacity. The Public Relations Coordinator should contact the radio talk show host one month in advance and should send all background information to the host at that time.
• Always ask the reporter or editor to include a link to the campaign website on the station’s home page.

Radio Public Service Announcements (PSA)

The Children’s Organ Transplant Association has scripted radio PSA materials for Public Relations Coordinator use. The Public Relations Coordinator is encouraged to save the Fundraising Event Announcement PSA for the campaign’s signature event(s). Templates include:

• Radio PSA Cover Letter
• Call for Campaign Volunteers (30 and 60 second scripts)
• Fundraising Event Announcement (30 and 60 second scripts)

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

COTA for Patient First Name and Last Initial

Date

Dear Public Service Director Name:

My name is Name and I am the Public Relations Coordinator for a local child/adult who is in need/has had a life-saving Transplant Type transplant. Patient Name is Age years old. Patient Name and his/her family lives in Town and they need the community’s help.

There is no ‘public service’ greater than that which saves lives. Please have your announcers read the enclosed Public Service Announcement(s) frequently. Here’s why:

• More than 100,000 people are waiting for a solid organ transplant, and, in addition, thousands more are searching for a bone marrow/stem cell/cord blood match.
• Each day, about 77 people receive an organ transplant and each day, 19 people die waiting for an organ transplant.
• The cost of organ transplants varies depending on the type of transplant and where the procedure is done. A liver transplant procedure can cost $300,000. Typical insurance plans will pay 80%, leaving the patient responsible for the $60,000 deductible plus temporary housing during the procedure and recovery, transportation before and after transplant, medications, etc. And a person will not be placed on the waiting list until they can show their ability to pay those costs.

Town area residents have joined forces to help raise funds through the Children’s Organ Transplant Association (COTA). Over the past two decades, COTA has assisted more than 1,400 patients throughout the country, all of whom required a life-saving transplant. Our campaign leadership has been truly impressed that every dollar we raise will go toward transplant-related expenses. For more information, please visit www.cota.org.

I urge you to use your broadcast power to alert your listeners to the Name’s need. You can help us save this precious life and truly provide a public service. I thank you in advance.

Public Relations Coordinator Full Name
Public Relations Coordinator, COTA for Patient Name
Public Relations Coordinator Telephone and Email

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

COTA for Patient First Name and Last Initial

Radio PSA Script

Call for Campaign Volunteers

60 second

    Will you help make a miracle for a child/adult? Age-year-old Name needs/has had a life-saving Transplant Type transplant. Name lives in Town – maybe right down the street from you. Name’s family needs you to get involved with a community fundraising campaign that will help pay for Name’s medical expenses, transportation and medications that are all necessary to help Name survive.

    Name’s family is working with the Children’s Organ Transplant Association to organize volunteers who are needed to help this miracle unfold. If you can sell event tickets, find auction items, put a coin canister in your workplace, organize an event at your church, collect used cell phones … then we need you!

    Call Public Relations Coordinator Name at Telephone to get involved. For more information, go to Campaign Web Address or visit this station’s website at Station Web Address.

    Thank you for helping to give Name a second chance at life.

30 second

    Will you help make a miracle for a child/adult? Age-year-old Name needs/has had a life-saving Transplant Type transplant. Name lives in Town – maybe right down the street from you. If you can sell tickets, put a coin canister in your workplace, collect used cell phones … then we need you!

    Name’s family is working with the Children’s Organ Transplant Association to organize volunteers who are needed to help this miracle unfold.

    Call Public Relations Coordinator Name at Telephone to get involved. For more information, go to Campaign Web Address or visit this station’s website at Station Web Address.

    Thank you for helping to give Name a second chance at life.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

COTA for Patient First Name and Last Initial

Radio PSA Script

Event Announcement

60 second

    Want to have fun while helping make a miracle for a child from right here in Town? COTA for Patient Name is planning a Name of Event to help Age-year-old Name, who needs/has had a life-saving Transplant Type transplant. This event will be held on Date at Time at the Location. The cost of this event will be $Cost per person. Use if applicable and include any major sponsors who are helping to underwrite the event: Join Sponsor Name(s) to help make a miracle for Patient Name.

    Name is in need/has had a life-saving organ transplant. All proceeds from the Event Name will be used to pay transplant-related expenses. An estimated $Goal is being raised by local volunteers. These dollars will be used to help pay transplant-related expenses, transportation and medications that are all necessary to help Name get a second chance at life.

    Please support our efforts on Event Date. All donations are tax-deductible and every single penny will be used to help save a life. For more information, call Event Contact Name at Telephone or go to Campaign Web Address or visit this station’s website at Station Web Address.

30 second

    Want to have fun while helping make a miracle for a child from right here in Town? COTA for Patient Name is planning a Name of Event to help Age-year-old Patient Name, who needs/has had a life-saving Transplant Type transplant. This event will be held on Date at Time at the Location. The cost of this event will be $Cost per person. Use if applicable and include any major sponsors who are helping to underwrite the event: Join Sponsor Name(s) to help make a miracle for Patient Name.

    All proceeds from the Event Name will be used to pay transplant-related expenses. For more information, call Event Contact Name at Telephone or go to Campaign Web Address or visit this station’s website at Station Web Address.

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Communication With Your Community

The Public Relations Coordinator needs to be aware that sometimes, no matter how much effort is invested, the media may not provide coverage to the patient campaign. Typically in very large media markets (i.e. Chicago, New York City, Los Angeles, etc.), it is sometimes a challenge to entice the media to cover patient stories and patient events. This can be the case in smaller markets as well.

Your community offers a variety of avenues for sharing the patient’s story and highlighting upcoming fundraising events. The Public Relations Coordinator should investigate your community’s communication opportunities and should enlist the help of other campaign volunteers in identifying communications possibilities.

Some ideas include:

• Area Churches (A template for a church bulletin announcement is included.)
• Local Employers (A template for an employee newsletter story is included.)
• Area/Visitor Websites (A template for a website announcement is included.)
• Community Calendar (A template for a community calendar announcement is included.)
• Schools and School Districts - backpack stuffers and website information
• Event Flyers for Grocery Stores and Locally-Owned Retail Stores
• Utility Company Newsletters/Statement Mailing
• Community websites (banks, businesses, etc.)

The Public Relations Coordinator will likely be given the opportunity to address community groups about the community fundraising campaign. The Public Relations Coordinator should be prepared to address community groups who want to know more about the patient and the transplant journey. Public speaking tips and a sample presentation outline are included, following the templates noted above.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

COTA for Patient First Name and Last Initial

Sample: Church Bulletin Announcement

Date

Dear Area Church Minister:

Can you please include this announcement in your bulletin this Sunday and for the next several Sundays? I would be very happy to provide you with regular patient updates if you would like to ask your congregation for ongoing prayers of support and healing. Please call me if you wish to discuss this further and God bless you for your help!

Public Relations Coordinator Full Name
Public Relations Coordinator, COTA for Patient Name
Public Relations Coordinator Telephone and Email

Area Child/Adult Needs Your Help

Will you help make a miracle for a child/adult? Age-year-old Patient Name needs/has had a life-saving Transplant Type transplant. Name lives in Town and has been diagnosed with Diagnosis and doctors at Hospital recommended a life-saving Transplant Type transplant. An estimated $Goal is being raised by Town-area volunteers to help with transplant-related expenses.

Name’s family is working with the Children’s Organ Transplant Association to organize volunteers who are needed to help this miracle unfold. If you can sell event tickets, find auction items, put a coin canister in your workplace, organize an event at your church, collect used cell phones … then we need you!

Call Public Relations Coordinator Name at Telephone to get involved. For more information, go to Campaign Web Address.

If applicable, insert information about upcoming meetings and activities.

In addition to your time and donations, this family really needs your prayers. Thank you for helping to give Name a second chance at life.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

COTA for Patient First Name and Last Initial

Sample: Corporate Newsletter

Date

Dear Public Relations Executive:

Can you please include this in your next issue of your corporation’s newsletter? I would be very happy to provide you with regular patient updates if you would like to let your employees know the patient’s ongoing status. Please call me if you wish to discuss this further.

I have always admired the way that your company reaches out to help the community. If you would like to become an ongoing sponsor of our campaign, please feel free to call me to discuss that possibility as well.

Public Relations Coordinator Full Name
Public Relations Coordinator, COTA for Patient Name
Public Relations Coordinator Telephone and Email

Area Child/Adult Needs Your Help

Will you help make a miracle for a child/adult? Age-year-old Patient Name needs/has had a life-saving Transplant Type transplant. Name lives in Town and has been diagnosed with Diagnosis and doctors at Hospital recommended a life-saving Transplant Type transplant. An estimated $Goal is being raised by Town-area volunteers to help with transplant-related expenses.

Name’s family is working with the Children’s Organ Transplant Association to organize volunteers who are needed to help this miracle unfold. If you can sell event tickets, find auction items, put a coin canister in your workplace, organize an event at your church, collect used cell phones … then we need you!

Call Public Relations Coordinator Name at Telephone to get involved. For more information, go to Campaign Web Address.

If applicable, insert information about upcoming meetings and activities.

Thank you for helping to give Name a second chance at life.

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Children’s Organ Transplant Association®

2501 West COTA Drive · Bloomington, Indiana 47403

800.366.2682 · www.cota.org · cota@cota.org

COTA for Patient First Name and Last Initial

Sample: Community Calendar or Community Website

Date

Dear Community Calendar Editor:

Can you please include this in the printed and electronic community calendar. I would be very happy to provide you with regular patient updates if you would like to let your employees know the patient’s ongoing status. Please call me if you have any questions.

Thank you for your assistance.

Public Relations Coordinator Full Name
Public Relations Coordinator, COTA for Patient Name
Public Relations Coordinator Telephone and Email

Event Name:
Name of event
Event Description:
One or two sentence summary with event highlights
Event Date and Time:
Event date and time
Event Location:
Event location – including address
Other Information:
Other specifics, like cost, sponsors, registration deadlines, ticket sales locations, etc.
How to get involved:
One or two sentence summary outlining volunteer opportunities/contacts
Why this Event is being Held:
Age-year-old Name needs/has had a life-saving Transplant Type transplant. Name lives in Town and has been diagnosed with Diagnosis and doctors at Hospital recommended a life-saving Transplant Type transplant. An estimated $Goal is being raised by Town-area volunteers to help with transplant-related expenses.

Name’s family is working with the Children’s Organ Transplant Association (COTA) to organize volunteers needed to help this miracle unfold. COTA is a national charity based in Bloomington, Indiana, dedicated to organizing communities in raising funds for transplant-needy patients. 100% of all funds raised are used for transplant-related expenses. Find out more about COTA at www.cota.org.

Call Public Relations Coordinator Name at Telephone to get involved. For more information, go to Campaign Web Address.