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Be the Change Timeline 8-18 BE THE CHANGE RUBENSTEIN PROPOSED MEDIA OUTREACH AND TIMELINE OPENING ANNOUNCEMENT ACTION DETAILS DATE/TIMELINE STATUS COMMENTS/NEXT ITEMS STEPS Associated Press Story on national wire, WEEK OF JULY 18 Ran on 7/20. Picked up announcement featuring Presidential by over 90 outlets. story Forum and John McCain’s participation Announcement Release issued to WEEK of JULY 18 Release was sent 7/21. Press release targeted media including NY City/Politics beats, political blogs and national columnists, religious and service publications NYC Media Rubenstein will do a WEEK OF JULY 25 special push with NY media on the Presidential forum Online Echo Ditto to target WEEK OF JULY 18 AND bloggers and websites 25 with announcement release TIME TIME magazine editor’s JULY 17 Ran 7/17 None Announcement note from Rick Stengel introducing the ServiceNation Summit and the Presidential Forum OP-ED AND EDITORIAL BOARD PITCHES ACTION DETAILS DATE/TIMEFRAME STATUS COMMENTS/NEXT ITEMS STEPS Editorial Boards Rubenstein reached WEEK OF JULY 25 Editorial Boards of the Rubenstein will follow up out to NYC-based NY Post, Daily News, closer to the event date. editorial boards. Chicago Tribune and others were pitched. Response was that it was too early. Will continue outreach to major newspapers Op-Eds Work with key WEEK OF AUGUST 4 A suggested list of partners to identify pairings to author Op- Op-Ed placement Eds is below: opportunities in major -Caroline Kennedy/Alma media and local Powell markets. Rubenstein -Bill Novelli/Marc to draft op-ed. Zuckerberg BTC & Rubenstein to -Gov. coordinate once Schwartenegger/Gov. confirmed and Paterson available participants -Glen Close/Usher have been identified. -Tom Daschle/Denzel Washington -Pete Peterson/America Ferrera Local Market BTC to work with WEEK OF AUGUST 4 Rubenstein has created a Op-Eds partners in local “Tool Kit” for our partners markets to begin that includes a fact sheet, outreach to local press release and talking newspapers. Partners points. Waiting for will be responsible for edits/approval from BTC. localizing the message with information about specific activities in their market. FACEBOOK ACTION DETAILS DATE/TIMEFRAME STATUS COMMENTS/NEXT ITEMS STEPS Facebook Rubenstein to draft WEEK OF AUGUST 4 Pending approval from Release Facebook release on BTC general participation for review by BTC and Facebook. Rubenstein to issue WEEK OF AUGUST 11 Release sent 8/14. Picked Facebook release to up by two outlets. master BTC list (see outlets that received general announcement press release) as well as college publications, social media blogs, etc. Online Outreach Facebook and Echo Facebook and Echo Ditto to Ditto to supplement supplement outreach to the outreach to the online/blogging community online/blogging community BOLDFACE NAMES ACTION DETAILS DATE/TIMEFRAME STATUS COMMENTS/NEXT ITEMS STEPS Alma Powell Rubenstein to WEEK OF AUGUST 4 Conference call coordinate with Alma scheduled with Alma Powell’s team to Powell’s team August 5 determine her availability for interview. We would like to pitch her as the subject of a TODAY Show interview and to People Magazine. Usher Rubenstein will WEEK OF AUGUST 18 Have a conference call Once confirmed, Announcement coordinate with Usher’s with Usher’s Team on Rubenstein will coordinate team to make an Monday, August 18th to with Usher’s team to announcement to determine details of announce his SN coincide with his, “I announcement participation in tandem Can’t But You Can” with his other Campaign which will announcement. takes place on Thursday, August 21st in Detroit. We will coordinate a television interview as well as an item in the NY Post’s Page Six about his participation . Usher Release Rubenstein would then WEEK OF AUGUST 18 work with artist management and press team to issue a release on the participation/partnership to entertainment outlets including television, print, radio and online. Additional Depending on the WEEK OF AUGUST 11 Talent and commitments of Our "Dream Team": Participants additional celeb talent Need confirmation on -Bill Novelli and other leaders, we participants and -Mayor Bloomberg would like to pitch a availability for advance -Gov. Paterson celebrity weekly such as interviews. -Mayor Booker US Weekly or People -Rick Stengel Magazine on the -Alma Powell participants, -Glenn Close highlighting the -Tom Daschle celebrity talent and -Silda Wall demonstrating the scope -Denzel Washington of the program. We -Don Cheadle would need to offer one -America Ferrera or more participants by -Caroline Kennedy telephone for interview. -Pete Peterson -Usher -Tobey Maguire -Vartan Gregorian CONVENTIONS ACTION DETAILS DATE/TIMEFRAME STATUS COMMENTS/NEXT ITEMS STEPS Convention Rubenstein to WEEK OF AUGUST 18 Need details of Partnership coordinate with participation and Release Democratic and availability. Republican committees to determine the exact nature of the relationship and will draft press release. Advisories and Rubenstein to WEEK OF AUGUST 11 Need details of AFIs coordinate with BTC participation and team and around availability. Convention strategies and move stories as appropriate (dependent on confirmed talent and participation). For example, prepare advisories/AFIs for BTC presence at both conventions, offering BTC representatives for interview. Online Echo Ditto to create WEEK OF AUGUST 11 specific online content and other outreach efforts around both conventions. DAY OF ACTION ACTION DETAILS DATE/TIMEFRAME STATUS COMMENTS/NEXT ITEMS STEPS Day of Action Issue Day of Action WEEK OF AUGUST 18 press release. BTC to coordinate with partners on distribution ONGOING ACTION DETAILS DATE/TIMEFRAME STATUS COMMENTS/NEXT ITEMS STEPS National Rubenstein to begin WEEK OF AUGUST 28 Television pitching national television for September 10th or 11th interviews. Editorial Board Rubenstein to re-pitch WEEK OF AUGUST 25 Follow-Up editorial boards that expressed interest in doing something closer to event date. SUMMIT AND PRESIDENTIAL FORUM ACTION DETAILS DATE/TIMEFRAME STATUS COMMENTS/NEXT ITEMS STEPS Credentialing Rubenstein to send AUGUST 5 General credential Rubenstein to collect media advisory with advisory to go out RSVPs and maintain application for August 5. master credentialed press credentials. list. Event Coverage Rubenstein to WEEK OF SEPTEMBER 1 Once summit schedule coordinate with BTC is finalized, targeted and partners to pitch outlets will be finalized local, national and depending on event international press for content and will include event coverage. local news desks, columnists, bloggers, entertainment, etc. Onsite Rubenstein to manage SEPTEMBER 11 AND 12 Management press onsite for both Presidential Forum and Summit including press check-in, staffing press rooms and workspace and facilitate interviews .
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