SHORT HILLS, NJ: The Christopher & Dana Reeve Foundation, a nonprofit spinal cord injury research organization, has selected Coyne PR as its AOR.
The contract runs through the end of this year with an option to renew, said Maggie Goldberg, SVP of marketing and communications at the nonprofit.
She added that the organization went directly to Coyne and did not issue an RFP or conduct a review. Ketchum, the organization's most recent AOR, worked with the group for almost two years until their contract ended in 2010, Goldberg added. The group also worked with Turner Strategies last year on a research announcement. The Foundation also collaborated with MWW Group and Witeck-Combs Communications in the past, Goldberg said.
Coyne will help the Reeve Foundation “continue to build” its brand by reaching out to national media and influencers, she said.
“They are going to help spread awareness about our research program and help us with strategy in terms of disseminating our message throughout the general public,” Goldberg explained.
The Reeve Foundation, formerly the American Paralysis Association, was founded in 1995 by actor Christopher Reeve, who was paralyzed from a spinal cord injury during a horseback riding accident. Reeve's wife, Dana, took over her husband's role as chair of the board of directors after he passed away in 2004. The group is dedicated to research on paralysis.
Coyne will work to engage and influence the organization's target audience, which Goldberg said includes policymakers, major donors, patients, philanthropists, and venture capitalists.
She added that the agency will also focus on increasing recognition of the organization's “cutting edge research program.”
The group handles social media in-house, but Goldberg said Coyne may work on some social initiatives in the future.
“I need an agency that can handle everything from high-level strategy that will influence policymakers and philanthropists, but I also need a team that can help to advance our special events and fundraising initiatives,” she said.