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MEMORANDUM Results MEMORANDUM To: Beth Henon From: Andy Hallmark Date: February 17, 2017 Subject: Wrap Up Report on Baylor ISR Homelessness Study Event & Media Coverage Summary of Results Thank you again for the opportunity to organize the National Press Club event and to conduct media outreach to promote the Baylor 13 story placements University Institute for Studies of Religion (ISR) study on the faith‐ 5 reporters in attendance at event based response to homelessness. 5 interviews at the event 3 interviews following the event In this memo, we provide a detailed report on the outcome of the panel discussion, the media coverage generated on the report to 2 op‐ed pickups date, a summary of materials created in support of the study release Press Kit, including fact sheet, speakers’ bios, press release, study and provide files to all of the materials created. summary and slide deck It is our hope that we can continue to support you, the study National press release sponsors, taskforce and broader team in the future. 11 Localized press releases Media advisory Results Influencers List National Press Club Event: We secured an impressive group of panelists to offer varying insights into the critical socio‐economic impact of faith‐based organizations (FBOs) to support the homeless. We also generated a turnout of more than 114 thought leaders representing national think tanks, rescue missions, church leaders, academics, policymakers and federal officials. In doing so, we expanded the taskforce’s network and reach of influencers relevant to faith‐based organizations and issues around social services. In Appendix 1 of this report, we provide a detailed list of all attendees. And finally, Potomac lined up onsite interviews with Dr. Byron Johnson and the following reporters: Christian Post reporter Brandon Showalter* Religion News Service reporter Adelle Banks* Washington Post reporter Julie Zauzmer Weekly Standard reporter Alice Lloyd* World Magazine reporter Evan Wilt* Following the event, Dr. Johnson was interviewed by: Christian Broadcast Network, General Assignment Reporter, Charlene Aaron* PBS Phoenix 1 | Page USA Radio Networks (Dallas), Dallas Bureau Chief, John Clemens The research was also covered in the following op‐eds: “New study reveals faith‐based organizations shoulder heavy burden for the homeless,” The Hill “How Trump’s White House can respect faith,” Fox News * See link to coverage in table below Media Coverage Immediately following the event, we secured coverage in the following outlets: Outlet Headline Coverage Byline Date Baptist Standard Homeless find rest in faith‐based shelters more than 2‐Feb Adelle M. Banks others Black Christian Homeless People Find More Rest In Faith‐Based 1‐Feb Adelle M. Banks News Network Shelters Than In Non‐Faith‐Based Shelters One CBN News Why the Church is Key for Creating Trump's America 1‐Feb N/A Christian Post Faith‐Based Groups Doing Most of the 'Heavy Lifting' to 3‐Feb Brandon Showalter Fight Homelessness: Study Colorado Springs Homeless find rest in faith‐based shelters more than 1‐Feb Adelle M. Banks Gazette others Deseret News Homeless find rest in faith‐based shelters more than 1‐Feb Adelle M. Banks others Live from Seattle Live radio cast 6‐Feb Michelle Mendoza KGNW 820 AM Patriot Post Baylor University Study Shines Light on Christian 4‐Feb Tony Perkins Charities Praise 94.5 Homeless People Find More Rest In Faith‐Based 1‐Feb Adelle M. Banks (Cleveland) Shelters Than In Non‐Faith‐Based Shelters Religion News Homeless find rest in faith‐based shelters more than 1‐Feb Adelle M. Banks Service others Times‐Picayune Faith‐based groups provide more than half the beds for 1‐Feb Kim Chatelain homeless people: report Weekly Standard How Faith‐Based Ministry to the Homeless May Shape 2‐Feb Alice Lloyd Carson's HUD World Magazine New study: Faith motivates best homeless care 1‐Feb Evan Wilt Opinion pieces included: Outlet Headline Coverage Byline Date The Hill New study reveals faith‐based organizations shoulder 12‐Feb Byron Johnson heavy burden for the homeless Fox News How Trump’s White House can respect faith 1‐Feb Michael Wear 2 | Page National Press Release On the day of the event, we distributed a press release on the study to 571 journalists. The press release, Faith‐based Organizations Shoulder Majority of Crucial Services and Develop Creative Solutions for Homelessness, New Baylor University Study Says, was also distributed via PRWeb. Through PRWeb, the release received 114,925 headline impressions, 948 full release reads and was delivered to 2,549 media outlets. There were 206 outlets that ran the release online. Eleven City Media Outreach Following the event, we reached out to local papers, as well as faith‐based media, for the 11 cities. This included press releases, distributed to 95 relevant journalists in the 11 media markets where the study was conducted. We also pitched these reporters directly via phone and email. We landed interviews with the following outlets: Outlet City Coverage Date Contact Live from Seattle KGNW 820 AM Seattle 6‐Feb Michelle Mendoza Georgene Rice Show KPDQ‐FM Portland TBD James Blind Seattle Praise the Lord KTBW‐TV Seattle TBD George Pettingell Social Media Direct social media coverage from the event and subsequent media articles garnered at least 134 tweets and Facebook posts. These posts gained 614 likes and 288 retweets/shares. An additional 6,760 estimated social shares, reflected in the briefing book below, were garnered through shares via the publications’ websites. The most notable tweets are listed below, with full coverage in Appendix 3. Date Outlet Handle Post Likes Shares 2/2/17 Facebook Baylor Institute Faith‐based organizations are at the forefront of 161 36 for Studies of addressing root causes of homelessness, according Religion to a new study by Baylor Institute for Studies of Religion. After studying homelessness in 11 cities across the U.S., the #Baylor researchers found that faith‐based groups provide nearly 60% of emergency shelter beds, in addition to an array of vital education, healthcare, job training and addiction recovery services: 2/5/17 Twitter @RELEVANT Study: 60% of Homeless Shelter Beds Are Provided 62 36 Through Faith‐Based Organizations http://relm.ag/EvH2Sly 2/1/17 Twitter @fxnopinion .@MichaelRWear How @POTUS White House can 31 17 respect faith http://www.foxnews.com/opinion/2017/02/01/how ‐trumps‐white‐house‐can‐respect‐faith.html … 3 | Page 2/4/17 Twitter @FRCdc Former homeless woman: "It wasn't until I 27 16 embraced faith & Jesus that everything changed in my life." http://bit.ly/2kqhUM1 @ChristianPost 2/2/17 Twitter @Baylor New @BaylorISR study finds faith‐based 27 10 organizations shoulder majority of services for homeless: http://bit.ly/2l0HExN #faithandcommongood 2/6/17 Facebook San Diego Rescue Herb Johnson just spent the week in Washington DC 23 6 Mission to participate on a panel with fellow members of Association of Gospel Rescue Missions to discuss the important role faith plays in homeless care https://world.wng.org/…/new_study_faith_motivat es_best_home… 2/3/17 Twitter @FRCdc Faith‐Based Groups Do Most of the 'Heavy Lifting' to 21 10 Fight Homelessness http://bit.ly/2kaSrHZ @ChristianPost #religiousfreedom 2/3/17 Twitter @denverrescue New study by @BaylorISR finds that faith‐based 18 12 orgs. provide nearly 60% of emergency shelter beds: http://bit.ly/2l4QSKa @rns @AMBankstw The following graphic estimates the views of this media coverage and includes views of the press release. As of this publishing, the media hits described above have received nearly 370,000 views. Additional context on the meaning of the metrics is included below. ‐ 369K Estimated Coverage Views: The estimated number of readers on the actual articles that cited the Baylor ISR study ‐ 6.76K Social Shares: The number of times the articles included were shared on social media though the publications websites. This number does not include the individual tweets and Facebook posts listed in Appendix 3. ‐ 206 Online Pickup: The number of times that the national press release was re‐printed in publications. ‐ 2.55K Media Delivers: The number of journalists who received the national press release in their inboxes. 4 | Page ‐ 948 Full Release Read: The number of readers who reached the end of the national press release. ‐ 115K Headline Impressions: The number of readers who saw the national press release’s headline. Materials Development In preparation for the event and study release, we developed the following: Pre‐event storylines for media outreach Media advisory announcing the panel discussion and study release Press kit, which included the following materials: o 2‐page fact sheet o Study summary o Slide deck o A national press release o Participant bios and o 11 local press releases Event signage Conclusion Again, thank you for allowing us to support your communications activities to raise awareness to the critical role faith‐based organizations play in providing socio‐economic support to address homelessness and other important social services across the U.S. We hope you will keep us in mind again in the future. The following appendices are attached with this report: ‐ APPENDIX 1: Attendee List ‐ APPENDIX 2: Media Coverage (National, local and op‐eds) ‐ APPENDIX 3: Social Media Coverage ‐ APPENDIX 4: 11 City Media List ‐ APPENDIX 5: Final Materials 5 | Page APPENDIX 1: Attendee List First Name Last Name Type of Organization Organization Rhett Butler Academia George Mason University Dr. Byron Johnson Academia Baylor Mark Olson Academia
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