About our work with the Salesian Missions

The Shoestring Agency was selected as the PR and advertising agency of record for Salesian Missions of New Rochelle, NY in 2008. The initial work included a complete rebranding of the international humanitarian organization as well as a television and internet campaign called “Find Your Mission” which tied to the new slogan created for the organization (“What’s your mission?”). The rebranding and awareness effort also included the development of a new website, the launch of a social media presence and an increased focus on online fundraising efforts. The Shoestring Agency’s work included creating a crisis communications plan as well as continuous media training for executive and international program staff. More recently, SHOESTRING created an online newswire for Salesian Missions and secured memberships with respected humanitarian aid news consortiums such as Reuter’s AlertNet service and ReliefWeb. Shoestring Agency’s role and its work took on a new meaning when the earthquake devastated Haiti in January 2010 – including the destruction of Salesian Missions schools, killing hundreds of students. Working with contacts on the ground, SHOESTRING coordinated information with the media 24/7 for the month following the disaster. (NBC Covreed a piece: Cite Soleil’s best and brightest buried in mission school.) From getting word out in the early hours about those lost and missing, to working with media contacts such as CNN, NBC News, Nightline and the Wall Street Journal, and many more producers to tell the story of what was happening in Haiti. The work continues to this day and the role of public relations to tell the stories of the work Salesian Missions does in 130+ countries is an ongoing effort, requiring daily attention with both proactive and reactive dealings with the media. Sample Outlet Coverage Bloomberg National Geographic Washington Post Chicago Tribune Business Week New Haven Register Merced Sun Star London South East Sample Press Releases written and distributed by The Shoesting Agency

Watch packaged news segments (aired nationally) produced by The Shoestring Agency: www.missionnewswire.org/videos-2/videos