In this solo episode of The Association Insights Podcast, host Colleen Gallagher, CEO of OnWrd & UpWrd, breaks down one of the most debated tactics in association PR: awareness days. While some call them overdone or ineffective, Colleen makes the case that, done right, awareness days can unlock real visibility, credibility, and media wins—especially for associations.
With real client examples and a clear, strategic framework, this episode is packed with practical advice on how to tap into awareness days in a way that’s smart, localized, and aligned with your mission.
Key Highlights:
Why Awareness Days Still Work: Despite the critiques, awareness days can offer a timely, built-in hook—if you avoid generic outreach and focus on relevance, localization, and timing.
Market Selection That Matters: You don’t need to pitch everywhere. Colleen shares how choosing 5–10 key markets—based on membership, media openness, or strategic visibility—can help you go deeper, not wider.
The Power of Localized Storytelling: From local data to member quotes to recent incidents, localizing your pitch is what turns an awareness day from a missed opportunity into a media win.
Real-World Examples in Action
Hear how OnWrd & UpWrd helped:
A mental health association land TV interviews by tying Childhood Obesity Awareness Month to trending stories around GLP-1 drugs and presidential fitness tests.
A boating safety client secure coverage by combining Global Drowning Prevention Awareness Day with localized accident data and seasonal relevance.
Takeaway Tips You Can Use Now
Colleen shares six actionable strategies your team can implement today, from choosing markets and building in lead time, to layering news hooks and leveraging public data.
Don’t Stop at the Hit—Maximize It:
Once you land coverage, amplify it across your owned channels.
At OnWrd & UpWrd, we believe the best PR efforts start with earned media and grow with owned media. Awareness days can be a powerful part of that strategy—when they’re done with intention, not just instinct.
🎧 Tune in now for a smart, strategic solo episode packed with ideas your association can put into action before your next awareness day.
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Coming Soon: We’re continuing to sit down with top association leaders and industry experts for real-world insights on what’s working, what’s changing, and how to navigate the challenges—and opportunities—ahead. Stay tuned!
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