Strategic Counsel to Broaden Awareness and Reach

A national organization committed to men’s health, the Prostate Conditions Education Council (PCEC) conducts nationwide screenings for men and performs research that will aid in the detection and treatment of prostate cancer, as well as other men’s health issues.  As the agency of record for PCEC, JPA recently supported the re-branding of the organization from Prostate Cancer Education Council to Prostate Conditions Education Council to reflect their broader focus on men’s health issues.  Specifically, JPA provided strategic counsel on branding, naming, positioning and website design, as well as developing key messages.
 
PCEC relies heavily on its volunteer network to raise much needed awareness of prostate conditions among the men and women in their communities.  In order to support the volunteers’ valuable efforts, JPA worked with PCEC to develop an online PCEC Volunteer Toolkit.  

Additionally, JPA works to broaden awareness and reach of the organization and generate greater visibility among key audiences.  The cornerstone of the PCEC’s public education campaign is media relations.  A news bureau was established with a dedicated staff member to proactively engage the media about prostate cancer and the importance of early diagnosis.  Through proactive efforts, JPA has been successful in securing top-tier media interviews with PCEC spokespeople.  Reactively, the agency has placed multiple letters-to-the editor, op-eds and official statements.  Recent coverage has included: Washington Post, Bloomberg, Philadelphia Inquirer, Columbus Dispatch and Denver Post.

Challenge

• PCEC is relatively unknown within the prostate cancer community

Insight

• Prostate cancer survivors and their loved ones are often passionate, motivated to give back to their community

Strategy

• Build digital materials to extend reach and drive people to PCEC’s website site to access information and resources that can be used locally

Success

• Comprehensive volunteer toolkit provides tips, information and template materials and will be accessible on PCEC’s website 
• Recruitment and communications strategy leverages new and existing channels of communication (i.e., newsletters, postcards, postings)

Testimonial

As our agency of record, I really enjoy working with the Jones Public Affairs team.  PCEC has grown to rely on their ability to rapidly respond to issues that arise, their thoughtful and sound counsel and their creative nature.  Through our partnership, we’ve been able to educate men throughout the U.S. on important men’s health issues.
—Wendy Poage, President, Prostate Conditions Education Council