Pharmaceutical Research and Manufacturers of America
EVENT PLANNING AND MEDIA RELATIONS
Honolulu Partnership for Prescription Assistance Press Conference and Health Fair with Montel Williams
CHALLENGE
Conduct a Successful Press Conference Attended by the Island’s Key Elected Officials, Broadcast and Print Media, Partners and Members of the Local Patient Community
The Partnership for Prescription Assistance (PPA) was created in April 2005 to increase awareness and educate people regarding patient assistance programs for those who are eligible. The PPA offers a single point of access to more than 475 public and private patient assistance programs, including more than 180 programs offered by America’s pharmaceutical companies.
The goal of the press conference in Honolulu, Hawaii, was to use the national PPA spokesperson, Montel Williams, to raise awareness of the free service offered by the PPA to the people of Hawaii.
Perry Communications Group was tasked with securing a highly visible, centrally located site as well as building a crowd, lining up additional speakers and pitching the event to the local media. To create a crowd and generate media exposure, Perry Communications Group organized a free health fair for organizations wishing to have a booth and attendees in conjunction with the press conference to better engage members of the public and community groups.
SOLUTION
Use Existing Contacts and Outreach to New Organizations to Produce a Well Attended, High-Profile Press Conference and Health Fair
In planning a large scale event happening in a different state, Perry Communications Group relied on strong partnerships developed over the last two-years to help secure speakers for the press conference and build a crowd for the health fair. Perry Communications Group was very conscious of the cultural nuances expected by the people of Hawaii while setting up the event and adjusted the schedule, location and outreach tactics accordingly. Perry Communications Group secured the front lawn at the Honolulu Zoo to host the PPA press conference and health fair because it was located at a busy intersection in Waikiki that would be easy to access and appeal to both locals and tourists. After securing the site, Perry Communications Group built a crowd by outreaching to various groups and organizations throughout the island, secured entertainment and continued to line up a variety of speakers to show their support of the PPA by speaking at the press conference.
RESULT
Over 500 People Came to the Press Conference, 20 Organizations Participated in the Health Fair and all Major Media on the Island Covered the Event
Having the health fair in conjunction with the press conference gave all news outlets a “story within a story” to cover, and all major television stations and newspapers ran stories about the event for a total of over 1.7 million media impressions. Perry Communications Group secured a powerful lineup of speakers including the Lieutenant Governor, bipartisan representation from the Hawaii State Legislature, a representative from the Mayor’s office and a representative from a local patient advocacy group. Perry Communications Group also secured attendance and participation in the health fair from numerous groups throughout the community and coordinated transportation for them to get to and from the event when needed. Boxed lunches, beverages and shaved ice, a tradition in Hawaii, were served to the more than 500 attendees and participants.
