Product
Public relations program for the American Federation of Musicians of the United States and Canada (AFM), North America’s largest labor union.

Objective
To create awareness of the AFM to audiences of potential (and current) members; to increase membership (especially in underrepresented segments of musicians). To increase visibility of AFM in music and labor communities.

Method
Drawing on its long experience in the music industry, Bentley-Hall analyzed the AFM’s existing public relations and outreach activities for effectiveness, identifying gaps and areas where effectiveness and efficiency in communications could be improved. Bentley-Hall then formulated a completely redesigned PR program detailing all activities and cost estimates, as well as suggestions for further improvements once the initial redesign was put in place. Proposed improvements included redevelopment of the AFM's online presence. All work was done via face-to-face communications with union officers, in a series of meetings at the union’s headquarters in New York City.

Results
• The establishment of ongoing national press releases, sent to a database of media outlets identified and created by Bentley-Hall. These include the top 100 newspaper markets in the US and Canada, music publications (both trade and consumer), and related association publications. Bentley-hall writes press releases upon request, determining the best ‘spin’ for each issue.

• Bentley-Hall distributes press releases both by fax and email, when available.

• Bentley-Hall acts as liaison between interested members of the press and AFM, scheduling interviews and providing additional information as requested.

• Local AFM offices are able to use Bentley-Hall as a resource for their PR campaigns. Press releases are reviewed and suggestions offered when requested.

• Bentley-Hall develops press release “templates” for national campaigns so locals offices can more easily support these campaigns with regional exposure. Assistance is similarly provided with leafleting campaigns. Bentley-Hall is readily available for phone consultation on any issues about the AFM's PR/Marketing concerns.

• A series of ads, designed and produced in-house, attract potential AFM members.

• Bentley-Hall develops and promotes relationships with other media outlets to find cross-promotional opportunities.