Whitney Rofkar


Recent Posts

Thread Wins Platinum MarCom Award for Toledo Jeep Fest

Thread Marketing Group’s ongoing efforts with Toledo Jeep Fest has produced another honor – the distinguished 2021 Platinum MarCom Award by the Association of Marketing and Communication Professionals (AMCP). Thread Marketing also won the 2019 Silver Anvil Award for its work on Toledo Jeep Fest.

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Toledo Jeep Fest is Back to Celebrate the 80th Anniversary of Jeep

Toledo Jeep® Fest (TJF) will return during the weekend of August 6, 2021; and, the wildly popular event is on track to welcome Jeep enthusiasts to the city of Toledo – HOME of the Jeep – once again.

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Connecting Local Nonprofits with Vital Financial Support

Blog Series #2: Media Relations Key Role In Fighting Coronavirus Pandemic

Last week’s blog regarding the central role media relations is playing during the coronavirus pandemic generated a lot of interest, so I’m going to continue sharing my timely client experiences in a blog series. I’ve been in the thick of things – meaning real-time issues making major impacts on lives, business and community safety – every day since Ohioans were instructed to shelter in place by Governor DeWine. On a daily basis I’m facilitating clear, instrumental communications to people and organizations in northwest Ohio as they seek timely financial support … healthcare support … or just old-fashioned support in solidarity. We’re all navigating these uncertain times together – sharing resources, talking to each other, and connecting is of paramount importance.

This week, I had the pleasure of supporting my friends at the Greater Toledo Community Foundation (GTCF), and the important work they are spearheading alongside local philanthropists, businesses, and corporations. GTCF’s newly created COVID-19 Response Fund has granted $330,000 in funding support to over 50 local organizations in need.

Keith Burwell, GTCF’s President explained, “We are pleased to help immediately fill the gap in funding for basic human needs of some of the most vulnerable individuals in our community, but we can do more. Every day, we’re working to connect more local organizations with the vital funding they need to continue supporting our community and those facing the most hardships.”

Media Relations in Action

Helping spread the word about this important COVID-19 Relief Response Fund, AND ultimately connecting local nonprofits with crucial funding support, is where I come in.

This week, I worked with the media to generate two widely consumed news stories featured in the Blade and on Channel 13 ABC. Powerful stories like these clearly showcase the impact of grant funds, which are assisting dozens of key nonprofits such as the Ronald McDonald House Charities of Northwest Ohio, Center of Hope Family Services, Inc., and Connecting Kids to Meals. But, there’s room for more help … more donations … more connections.

GTCF’s program department and Board of Trustees are reviewing applications and approving grants at record pace. One hundred percent of the generous donations to the Fund are made to local nonprofits that are vital community resources on the front lines during this pandemic.

Organizations in need of financial support can apply here, and those looking for ways to contribute can visit the Greater Toledo Community Foundation website.

For media relations support and help spreading the word about information the public NEEDS to be aware of, please feel free to connect with me.

Connect with Whitney

 

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Media Relations Plays Key Role In Fighting COVID-19

Sharing client insights on timely topics – such as consumer fraud due to Coronavirus outbreak – is a public service.

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10 Core Principles of Crisis Management

Having a Plan is Crucial

It is important to have a developed plan in place before a crisis appears. When in the middle of a crisis event it is easy to be overwhelmed with stress, which may cause tunnel-vision for some and emotional, not strategic thinking. Having a plan in place in advance will allow your team to focus on strategy and rapid execution of crisis management procedures.

These 10 principles will remain consistent through any crisis and will act as your road map as you handle the situation:

  1. Be available and act swiftly.
  2. Be honest and proactive with all key audiences.
  3. Make sure your staff hear any news from you directly (before the media).
  4. Be responsive when working with the media.
  5. Be of the mindset that “perception is reality.” It does not matter who is right or wrong.
  6. Disclose all bad news upfront.
  7. Put a quick end to the crisis and eliminate controversy. (This may take the form of a press conference, public apology, etc.)
  8. Have empathy for those affected by the crisis.
  9. Emphasize what you’re doing to correct the situation, as well as what preventative measures will be used in the future.
  10. Never have or say, “no comment.” If you need to refrain from commenting, use language such as: “We are still investigating at this time and have not reached a conclusion.”

We know that many of our clients and friends are dealing with or anticipating potential crises. We've also developed a Thread Marketing Group Orange Paper on the ABC's of Crisis Communications with additional information for handling a crisis. This helpful document is available for download via the link below.

Crisis Communications Download CTA

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The Secret to Crafting a Top-Notch Press Conference: Bring the Fun and Stand Out!

Helping Northwest Ohio’s First-of-its-kind “Forest School” Make A Smash Debut

I recently had the privilege, along with my colleague Rod Frysinger, of creating and executing a remarkable media event on behalf of Maumee Valley County Day School. The educational and playful press conference showcased the school’s new approach to education called “Forest School,” which allows kids to be outside while learning social and educational lessons and exploring a 75-acre wooded campus.

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Rebranding a Nonprofit: Are You Asking the Right Questions?

A rebrand can be a powerful force for change. The decision to do so is never taken lightly. In fact jumping into a rebrand prematurely can result in a significant waste of time, money and energy. All of which are often scarce resources in a nonprofit environment. 

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Thread Wins 2019 PRSA Silver Anvil Award

Last evening in New York City, Thread Marketing Group was awarded the prestigious 2019 Silver Anvil Award by the Public Relations Society of America (PRSA), the nation’s largest community for public relations professionals. Thread is thrilled to take home this award on behalf of all those who contributed, sponsored and supported the firm’s work with Toledo Jeep Fest, an annual community event that celebrates Toledo as the HOME of the Jeep. Thread has handled Toledo Jeep Fest’s public relations initiatives since its inception in 2016.

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Thread Named 2019 PRSA Silver Anvil Award Finalist

Thread Marketing Group was recently named a 2019 Silver Anvil Award finalist by the Public Relations Society of America (PRSA), the nation’s largest community for public relations professionals. Thread is being recognized for the firm’s work with Toledo Jeep Fest, an annual community event that celebrates Toledo as the HOME of the Jeep and the all-American workforce that has made it all possible for eight decades. Thread has handled Toledo Jeep Fest’s public relations initiatives since its inception in 2016.

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