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A MEDIA PLAN FOR NATIONAL INVESTOR RELATIONS INSTITUTE A summary of an organization National Investor Relations Institute (NIRI) was founded in 1969. NIRI is the professional association of corporate officers and investor relations consultants responsible for communication among corporate management, shareholders, securities analysts and other financial community constituents. The largest professional non-profit investor relations association in the world, NIRI’s more than 3,500 members represent 2,000 publicly held companies and $5.4 trillion in stock market capitalization. NIRI is dedicated to advancing the practice of investor relations and the professional competency and stature of its members. For more information, please visit www.niri.org. Situational analysis NIRI media challenges: > Breaking through all of the "noise" -- Getting the attention of major media outlets is a big challenge. > NIRI's small organizational size -- As a very small non-profit, NIRI may not seen as influential by the media, and therefore, not worth spending time with. > IR professionals are traditionally media-shy -- Unlike PR professionals whose job it is to gain media coverage, IR professionals are focused on relations with Wall Street, and often seek to keep organizations out of the media.

Time period of the campaign 3 months


Goal -

To raise the awareness of the organization among students in New York state.

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Grow the number of students members of NIRINY chapter.

Target audience -

Students of MBA and Public Relations programs of New York state.

Strategies -

To use local New York state media, colleges and universities newspapers to raise the awareness of the organization among students.

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To use social media to increase New York students interest in the organization

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Create an educational campaign to raise the awareness of students about NIRI’s educational possibilities in New York state.

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Create a fund raising campaign to increase students’ interest in NIRI as a non-profit organization.

Tactics -

To use of Facebook to raise New York students interest in the organization. (Make frequent posts on NIRI’s Facebook page). Use Facebook because the number of Facebook likes decreased from 235 to 25 from March to end of April 2011.Another reason to use Facebook is the fact that 80-89% of Millenials generation (18-33) use Internet for social media, according to www.


pewinternet.org. -

Create an educational campaign in NIRI New York chapter about NIRI’s educational and exceptional career opportunities for students in the colleges and universities with MBA and public relations degree. Make a presentation in universities and colleges for MBA and public relations students.

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Create a fund raising campaign “Bring Hope to Japan”. After a horrible disaster in Japan, the whole world is worried about the future and destiny of this country. NIRI will initiate a national fund-raising campaign among investor relations professionals. Furthermore, pitch a news release to the newspapers and to the radio about this campaign. Upload a video with Jeffry D. Morgan, NIRI President and CEO, giving a speech about fund-raising campaign under the name “Bring hope to Japan.” It will help to improve the reputation of investor relations professionals, NIRI and raise the awareness of the organization. Cooperating with Columbia Japan Center, create an event with talented students and those who want to help (singing, acting a play, playing musical instruments etc.). Money raised through this event will be donated to people in need in Japan. All the participating students will get free NIRINY chapter membership, and will be able to attend the annual NIRI conference for free and present themselves to the main hiring companies in New York.

Methods of distributing the tactics Social media -

Frequent posts on NIRI Facebook page.


Educational campaign -

Make a live presentation in the New York colleges and universities. (Create Power Point presentation. CEO and President of NIRI Jeffry Morgan will give the presentation. Another student members of NIRINY chapter will be invited to share their experience. Organize refreshments)

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Distribute brochures with information about NIRI’s educational opportunities in universities and colleges career centers.

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Create a webinar on demand on NIRI’s web page with this campaign.

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Create a discussion board on NIRI’s website where current student members can share their experience about NIRI’s educational programs and how NIRI helped them in their career lives.

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Put posters in colleges and universities about presentation Fund raising campaign “Bring Hope to Japan”

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Upload a video on YouTube with NIRI’s President speech about the campaign.

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Distribute a news release to the local newspapers and colleges and universities’ newspapers via e-mail.

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Put posters in colleges and universities about fund-raising event campaign.

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Distribute newsletters to NIRINY chapter members and in universities and colleges career centers and on campus via mail.

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Create “Bring Hope to Japan” widget on http://www.niri.org website.


List of universities and colleges 1. Columbia University Columbia University center for Career Education Phone: 212- 854-5609 www.columbia.edu 2. New York University (NYU) NYU Wassweman The Center for Career Development Phone: 212-998-4730 www.nyu.edu 3. Fordham University Career Services Center e-mail: careerolan@fordham.edu www.fordham.edu 4. Pace University Career Services Center Phone: 212-346-1950 www.pace.edu 5. City University of New York (CUNY) Office of Educational Opportunity and Diversity Programs Phone: 212-817-7540


www.cuny.edu 6. St. John’s University Career Center Phone: 212-277-5112 www.stjohns.edu 7. New York Institute of Technology (NYIT) Career Service Center Phone: 212-261-1537 www.nyit.edu 8. Baruch College STARR Career Development Center Phone: 646-312-4670 646-312-4674 www.baruch.cuny.edu 9. Berkeley College Career Services Center Phone: 973-278-5400 ext. 1337 www.berkeleycollege.edu 10. Iona College Career Development Center


Phone: 914-633-2462 www.iona.edu

MEDIA LIST Daily News Erin Durkin -- a journalist voicers@edit.nydailynews.com The Journal News Elizabeth Ganga – a journalist eganga@lohud.com The Ionian Heather Nannery – editor-in-chief ionanewspaper@gmail.com Columbia Scholastic Press Association cspa@columbia.edu Phone: (212) 854-9400 Edmund J. Sullivan -- editor ejs3@columbia.edu (212) 854-9400 The Manhattan Chronicle (NYIT) Phone: 212-261-1693


chronicle@nyit.edu Washington Square News (NYU) Julie DeVito – a journalist editor@nyunews.com WNYU Radio Phone: 212-998-1677 netradio@wnyu.org The Observer (Fordham University) Anthony Hazell -- editor (212) 636-6015 AnthonyHazell@yahoo.com The Pace Press Natalie Gavilanes -- editor Phone: (212)346-1553 press@pacepress.org Columbia Japan Society Aki -- president att2114@columbia.edu


NEWS RELEASE FOR IMMEDIATE RELEASE

Contact: Viktoriia Kyryliuk

May 7, 2011

Tel: 914-282-1601 e-mail: viktoriiakyryliuk@gmail.com


FUND RAISING CAMPAIGN “BRING HOPE TO JAPAN” NIRINY members and New York students initiate a fund raising program

NEW YORK, NY -- National Investor Relations Institute (NIRI) with students of New York universities and colleges initiates a fund raising program “Bring Hope to Japan”. According to ABC News, the earthquake in Japan was the largest in the country, since seismology records began in 1900. The aftermath of this disaster is terrible and NIRI simply cannot stay aside. Cooperating with Columbia Japan Center, NIRI will organize an event where all the students of New York willing to help can show their talent: sing, dance, act or play musical instruments. Money raised trough this event will be donated to Japan. All the participating students will get free NIRINY chapter membership, and will be able to attend the annual NIRI conference for free and present themselves to the main hiring companies in New York. The event will take place in Columbia University Concert Hall May 10, 2011. All the tickets can be purchased online on www.niriny.org, or on the website of Columbia Japan Society http://www.columbia.edu/cu/japansociety/index.html. About the National Investor Relations Institute (NIRI) Founded in 1969, NIRI (www.NIRI.org) is the professional association of corporate officers and investor relations consultants responsible for communication among corporate management, shareholders, securities analysts and other financial community constituents. NIRI is the largest professional investor relations association in the world with more than 3,500 members representing 2,000 publicly held companies and $5.4 trillion in stock market


capitalization.

WRITTEN PITCH National Investor Relations Institute (NIRI) with students of New York initiates a fund raising program “Bring Hope to Japan�. According to ABC News, the earthquake that happened in this country is the largest in Japan, since seismology records began in 1900. The aftermath of this disaster is terrible and NIRI simply cannot stay aside. Cooperating with Columbia Japan Center, NIRI will organize an event where all the students of New York willing to help can show their talent (sing, dance, act or play musical instruments). Money raised trough this event


will be donated to Japan. All the participating students will get free NIRINY chapter membership, and will be able to attend the annual NIRI conference for free and present themselves to the main hiring companies in New York. The event will take place in Columbia University Concert Hall May 10, 2011. All the tickets can be purchased online if you go to www.niriny.org, or on the website of Columbia Japan Society http://www.columbia.edu/cu/japansociety/index.html. Joining NIRI you’ll open to yourself new possibilities in your career. To find out more about NIRI and its education programs, please, visit our website http://www.niri.org. Moreover, if you’re MBA or Public Relations student in New York state, you can find a poster and brochures about our organization in the career service center of your university or college. We will visit major universities and colleges of New York state with our educational campaign. The CEO and President of NIRI and a number of another student members of NIRI will tell you how NIRI will change your professional life. Please, go to the career center in your educational establishment and ask about our presentation in your university or college. If you’re not a student of New York you can see our presentation online on demand on our website www.niri.org.

Measurement of success Analyzing media coverage Analyze website traffic Compare the number of members before and after the campaign Compare Facebook likes before and after campaign


Budget $3000 (print brochures, send newsletters)


MEDIA PLAN FOR NIRI