Weber Shandwick Named PR Agency of Record for Reading Is Fundamental
DALLAS, April 9, 2012 – Weber Shandwick today announced it has been named PR agency of record by Reading Is Fundamental (RIF), the largest children’s literacy nonprofit organization in the United States, following a competitive pitch.
As part of an integrated communications campaign, Weber Shandwick will provide guidance and counsel for a variety of public relations initiatives. Central to its efforts, the firm will develop a comprehensive communications platform, which will continue to showcase RIF’s work delivering free books and literacy resources to children who need them most. Through a creative and impactful news bureau, Weber Shandwick will raise awareness of RIF’s iconic brand and help spark a widespread movement in support of reading. As part of RIF’s milestone 45th anniversary year, Weber Shandwick will support the organization’s rebranding initiatives and will publicize major elements of the rebrand as they roll out over the course of 2012. This includes a strategic media outreach program, targeted at both digital and traditional media.
The foundation of the communications framework will revolve around Weber Shandwick’s Content Fusion methodology, a proprietary system that helps brands become their own media outlets – creating and syndicating stories and news items across multiple media formats and channels. As such, the team will execute on a multi-platform approach, utilizing multi-media assets which will be leveraged through traditional channels as well as digital properties including Facebook, Twitter and blogs.
Since its founding in 1966, RIF has placed 400 million free books in the hands of 35 million children nationwide and the organization’s efficient and unique model for book distribution has been proven effective. The organization remains steadfast in its mission to provide access to books to children in underserved communities and give families, educators and community volunteers the tools they need to inspire lifelong readers.
“Weber Shandwick’s creative, content-driven approach, coupled with its proven track record in working with education-focused clients and nonprofits, made them an ideal partner for RIF. We look forward to working closely with the team to ensure RIF’s message resonates throughout the nation,” said Ernestine Benedict, vice president of RIF’s Marketing and Communications.
“We are eager to build upon RIF’s legacy and look forward to engaging legions of reading advocates – from the young, to the young at heart. With our extensive experience with nonprofit and philanthropic foundations – as well as education-focused initiatives – we are confident our support will help introduce the magic of reading to new generations,” said Claire Varrelmann, vice president at Weber Shandwick.