WESTPORT, CT: Dragonfly Publishing has hired Walsh PR to head a national campaign for the company's Barklay & Eve books - a series of stories by Karen Carney that help to answer serious questions children have about life, death, sickness, and health. The stories are told through the third-person voice of two canine characters, inspired by Carney's real-life pets.
Through media relations, the agency will work with Dragonfly to achieve its twofold goal: to position the series as a resource for parents to openly discuss difficult topics with children, and to bring added visibility to the books.
"Our main target will be the top medical journals and newsletters," explained Greg Walsh, president of the agency, "but we also need to let the retailers know the books are out there, to increase distribution." Outreach to bookstores, schools, libraries, and hospital gift shops - where Carney will sign books or perform readings - will be done.
Dragonfly is operated by two registered nurses - Carney and Janet Klett, editor of the series - who channeled their medical knowledge into writing children's books about topics that are sometimes difficult for parents to approach.
"Our careers are centered around working with children in crises," said Klett, "but we did not have any knowledge of the PR industry. In order to branch out into a wider arena, we knew we needed to work with someone who knew how to get the word out."
With all of the proceeds from book sales going to the D'Esposo Resource Center (a nonprofit support organization for children and adults going through a grieving process), Walsh was hired for a small retainer.
"The low budget did not discourage us because it is a great opportunity for us to build on our contact base," said Walsh.
In honor of Breast Cancer Awareness Month this month, the agency will concentrate its efforts on promoting Carney's What Is Cancer Anyway? The book explains diagnosis and treatment for cancer to kids.