LAST CALL: Magnet reaches out to other firms

The state of the economy has led to some remarkable collaborative efforts among companies. Still, it's not often that you see a PR agency reaching out for the helping hands of rival agencies, even for a good cause.

The state of the economy has led to some remarkable collaborative efforts among companies. Still, it's not often that you see a PR agency reaching out for the helping hands of rival agencies, even for a good cause.

So well done to Magnet Communications, which handles Cancer Treatment Centers of America (CTCA). The agency recently put out a ProfNet inquiry seeking "examples of creative fundraising efforts to help support a national pitch for our client," the CTCA.

Magnet's efforts, as it turns out, are in support of the CTCA's Walter Payton Cancer Fund and Stronger Than Cancer, a book by Connie Payton, widow of late Chicago Bears running back and NFL Hall-of-Famer Walter Payton.

The custom-published book, which was prompted by a Magnet strategy proposal, communicates the organization's patient-centered philosophy, and offers readers the wisdom of families that have battled the disease.

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