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A Record Gift to NPR: Keeping Good News from Going Bad   Add to Cart Secured Document - MyPRSA Login or Purchase Required

Publication Date: 2004
Source: Silver Anvil Award
Product Code: 6BW-0402E09
Organization/Author/Firm: NPR
Category: Institutional Programs
Industry: Associations - Nonprofits / Media

NPR learned in October 2003 that it would be receiving a bequest of more than $200 million - the largest donation in its history. This was wonderful news, but NPR needed to ensure that the gift wouldn't be seen as a windfall by two key audiences - members of Congress who provide substantial funding for public broadcasting, and local public radio stations that had financial problems of their own. Working together, NPR and Fleishman-Hillard planned a Washington press conference that leveraged the news value of the announcement to deliver other key messages to internal and external audiences. More than 230 media outlets carried the story.