Public Relations Strategy


By Gary O.

Seeking PR/Media/Capacity Expertise

Posted Apr 28, 2017

This opportunity has reached the limit of 3 applications under consideration, check again later.
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This project will save us $6,343 , allowing us to reach many of Americas clergy, and ultimately people of faith who care about hunger and food waste.

What We Need

  • A Public Relations (PR) strategy rooted in the Organization's public relations goals
  • Identification of the audiences Organization should be addressing and the media outlets they should target to reach stated audiences
  • A press list created based on Organization's target media outlets
  • Recommendations on the best tactics to build relationships with Organization's target media outlets

Nice To Have

Capacity to develop a campaign targeting the faith (all faiths) community nationwide.

How This Will Help

Food Waste Weekend is a nationwide virtual interfaith event ( to educate America's clergy (Christian, Jewish, Hindu, Buddhist, Muslim and Unitarian) about food waste from the faith perspective AND enable them to give faith specific sermons on the topic - all on the same weekend.

The goal is to have the clergy give the sermons - and calls to action - to their congregants with the hope that many of the people in the pews will reduce the waste of food in their lives.
It was piloted last Sept. Target is this coming Sept.

What We Have In Place

We have staff available to help and are assembling a team of people well connected to the faith community. We're looking for someone who can build a PR campaign to make magic happen nationwide.

Fun Fact

As far as anyone knows, Food Waste Weekend appears to be the first time clergy of different faiths were giving essentially the same sermon - all at the same time.

  • Estimated Time
    Volunteers: 20-25 hours over 6-8 weeks
    Organizations: 4-7 hours
  • Location: Remote (work anywhere)
  • Requirements: This project requires a short interview with the organization. If your application is accepted, you'll receive an email from Catchafire with instructions to schedule a call.

Project Steps

  • Prep: Project goals, timeline, and process established and initial information distributed
    • Volunteer Manager outlines any current PR activities and strategies
    • Volunteer Manager shares any existing PR materials
  • Milestone 1: Project goals, timeline, and process established and initial information distributed
    • Professional connects with the Volunteer Manager for a brainstorming and overview session, to discuss goals and existing activities/materials
    • Professional and Volunteer Manager outline next steps and timeline for the project
  • Milestone 2: Target audiences and media outlets have been identified
    • Professional identifies target audiences and media outlets the Organization should be going after and shares the information with the Volunteer Manager
    • Volunteer Manager provides feedback on the target audiences and media outlets
    • Professional incorporates Volunteer Manager’s feedback and creates a finalized list of target audiences and media outlets
  • Milestone 3: Finalized PR strategy has been delivered to the Organization
    • Professional creates a press list based on the media outlets identified
    • Professional delivers final strategy to the Organization and provides recommendations for implementation, based on staff capacity and budget
Prerequisites for Professional
  • Excellent writing and editing skills
  • Understanding of PR planning
  • Experience as a communications consultant or PR Professional
Prerequisites for Organization
  • Clear goals for your PR efforts
  • An understanding of the staff capacity that you can dedicate to PR
  • Staff member ready to prioritize this project

Our Mission

While 49 million Americans are hungry, more than 40 million grow food in home gardens- often more than they can use. helps gardeners find a local food pantry eager for their excess harvest. Created by a CNN Hero/World Food Prize nominee, it more than 8,000 food pantries in America. Backed by Google, the USDA and many others, diminishes hunger, reduces climate change and improves community health. Learn more at

What We Do

The web site enables a food pantry to register its name, address, phone, and other information including an optional photo of the building to make it easy to find. It also accepts information on the days and hours gardeners’ donations will be accepted. Food pantries can also list store bought items they need, helpful to users of our free Ample Harvest iPhone app. Gardeners with extra garden produce as well as other donors simply enter their address or zip code to view all registered food pantries within the distance they are willing to travel. can also display a map and detailed driving instructions for the donor. The campaign is a grass roots effort and has the support of the US Department of Agriculture,, VFW, Rotary International, Garden Writers of America, National Gardening Association, numerous faith groups and many other organizations. Everyone involved has donated their time and talent. Nearly one out of every ten food pantries in America have already registered. is free of charge both for food pantries and gardeners.

Environment Health & Nutrition