Weber Shandwick Named PR Agency of Record for Reading Is Fundamental

News provided by

Apr 09, 2012, 09:30 ET

DALLAS, April 9, 2012 /PRNewswire/ -- Weber Shandwick today announced it has been named PR agency of record by Reading Is Fundamental (RIF), the largest children's literacy nonprofit organization in the United States, following a competitive pitch.

As part of an integrated communications campaign, Weber Shandwick will provide guidance and counsel for a variety of public relations initiatives. Central to its efforts, the firm will develop a comprehensive communications platform, which will continue to showcase RIF's work delivering free books and literacy resources to children who need them most. Through a creative and impactful news bureau, Weber Shandwick will raise awareness of RIF's iconic brand and help spark a widespread movement in support of reading. As part of RIF's milestone 45th anniversary year, Weber Shandwick will support the organization's rebranding initiatives and will publicize major elements of the rebrand as they roll out over the course of 2012. This includes a strategic media outreach program, targeted at both digital and traditional media.

The foundation of the communications framework will revolve around Weber Shandwick's Content Fusion methodology, a proprietary system that helps brands become their own media outlets – creating and syndicating stories and news items across multiple media formats and channels. As such, the team will execute on a multi-platform approach, utilizing multi-media assets which will be leveraged through traditional channels as well as digital properties including Facebook, Twitter and blogs.

Since its founding in 1966, RIF has placed 400 million free books in the hands of 35 million children nationwide and the organization's efficient and unique model for book distribution has been proven effective. The organization remains steadfast in its mission to provide access to books to children in underserved communities and give families, educators and community volunteers the tools they need to inspire lifelong readers.

"Weber Shandwick's creative, content-driven approach, coupled with its proven track record in working with education-focused clients and nonprofits, made them an ideal partner for RIF. We look forward to working closely with the team to ensure RIF's message resonates throughout the nation," said Ernestine Benedict, vice president of RIF's Marketing and Communications.

"We are eager to build upon RIF's legacy and look forward to engaging legions of reading advocates – from the young, to the young at heart. With our extensive experience with nonprofit and philanthropic foundations – as well as education-focused initiatives – we are confident our support will help introduce the magic of reading to new generations," said Claire Varrelmann, vice president at Weber Shandwick.

About Weber Shandwick

Weber Shandwick is a leading global public relations agency with offices in 81 countries around the world. The firm's success is built on its deep commitment to client service, our people, creativity, collaboration and harnessing the power of Advocates - engaging stakeholders in new and creative ways to build brands and reputation. Weber Shandwick provides strategy and execution across practices such as consumer marketing, healthcare, technology, public affairs, financial services, corporate and crisis management. Its specialized services include digital/social media, advocacy advertising, market research, and corporate responsibility. In 2010, Weber Shandwick was named Global Agency of the Year by The Holmes Report for the second year in a row; an 'Agency of the Decade' by Advertising Age, Large PR Agency of the Year by Bulldog Reporter, a Digital Firm of the Year by PR News, and Top Corporate Responsibility Advisory Firm by CR Magazine. The firm has also won numerous 'best place to work' awards around the world. Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For more information, visit http://www.webershandwick.com.

About Reading Is Fundamental

Reading Is Fundamental (RIF) delivers free books and literacy resources to children and families in underserved communities in the United States. By giving children the opportunity to own a book, RIF inspires them to become lifelong readers and achieve their full potential. As the nation's largest children's literacy nonprofit, RIF has placed 400 million books in the hands of more than 35 million children since it was established in 1966. Learn more and help RIF provide books to kids who need them most, visit RIF.org.