I created this PR campaign for the Sonoma County Wildlife Rescue as my final project for the Advance Public Relations Class at Sonoma State University

1. Campaign
Presented By:
Caitlin Petrucelli & Elyse Jurbina

2. Table of Contents
Situation. . . . . . . . . . . . . . . . . . . . . . . . . 1
Audience. . . . . . . . . . . . . . . . . . . . . . . . . 3
Objective #1 . . . . . . . . . . . . . . . . . . . . . . . . 5
Objective #2. . . . . . . . . . . . . . . . . . . . . . . . 6
Objective #3. . . . . . . . . . . . . . . . . . . . . . . . 7
Final Impact/Output Statement. . . . . . . . . . . . . . . . . . 8
Tactic#1: Online Press Kit. . . . . . . . . . . . . . . . . . . 9
! Personalized letter. . . . . . . . . . . . . . . . . . . . 10
! Organization Overview. . . . . . . . . . . . . . . . . . 11
! Biographies of Staff. . . . . . . . . . . . . . . . . . . 12
! SCWR in the News. . . . . . . . . . . . . . . . . . . 13
! Press Release. . . . . . . . . . . . . . . . . . . . 14
! Frequently Asked Questions. . . . . . . . . . . . . . . . . 15
! Contact Information. . . . . . . . . . . . . . . . . . . 16
Tactic #2: Video News Release. . . . . . . . . . . . . . . . . 17
! Storyboard. . . . . . . . . . . . . . . . . . . . . . 18
! Script. . . . . . . . . . . . . . . . . . . . . . . 19
Budget. . . . . . . . . . . . . . . . . . . . . . . . . 20
Timeline. . . . . . . . . . . . . . . . . . . . . . . . 21
Evaluation. . . . . . . . . . . . . . . . . . . . . . . . 22

3. Situation
Dedicated to the “rescue, rehabilitation and release of sick, injured or orphaned wildlife”,
Sonoma County Wildlife Rescue is now one of the largest rehabilitation centers in the area.
Founded by executive director, Doris Duncan, this non profit organization is considered to be her
dream come true. The establishment serves as a home to mountain lions, coyotes, owls, skunks
and a variety of other animals. It can easily be described as a true success story.
Doris originally started her career by volunteering at the Kenwood Rehabilitation Center.
She came across the estate in 2005 while responding to a coyote that had been hit on the side of
the road. Little did she know that the coyote was actually drawing her to a place that was full of
opportunity. Within a month, Doris had made the decision to purchase the property, pouring
everything she had into what is now Sonoma County Wildlife Rescue. The rescue center was
able to set themselves apart from the rest, by leaving a lasting impression on the public when
their establishment quickly progressed. Together, the staff was able to convey the message that
this new organization was there to stay.
Consisting of a variety of strengths, Sonoma County Wildlife Rescue takes an immense
amount of pride in their core group of volunteers. Through the use of their website, animal tours
and the volunteer center of Sonoma County, the organization has accumulated a skilled and very
diverse set of volunteers. In addition, the rescue center has also developed a program titled the
Exclusion Service, which is unique to their organization For a small fee, they will kindly
remove and release pests from your home or business. Additionally, the organization has built a

4. strong relationship with the community. Having worked in conjunction with the Rotary Club,
Kiwanis Club, Agilent Technologies, the court community service program as well as a variety
of local schools, the rescue center continues to reach out to the people of Sonoma County.
Sonoma County Wildlife Rescue continues to set many goals which will assist in furthering
the development of their organization’s weaknesses. Currently in need of additional donations for
the finishing touches of their raptor recovery center, they seek to develop a partnership with local
wineries by proving that the raptor plays a the vital role as a predator in the grape growing
process. The organization also seeks to improve the role and participation of their members. By
expanding their program and implementing new offers, the program will appear to be both
intriguing and beneficial.

5. Target Audiences
Determining your audience is a main focus when dealing with public relations. In order to
make a positive lasting impact, you must be aware of who you are trying to target. For the
Sonoma County Wildlife Rescue Center, we have identified four potential publics that will help
benefit their organization.
The first potential public that the Wildlife Rescue center should reach out to, is men and
women from the ages of sixteen to forty. Who have an household income of $24,000-$200,000,
and go to school or have a full time job. They are either in school presently, have a high school
diploma, or have completed multiple degrees. They are residents of Sonoma County, and care
about making an impact in the community. They own a some kind of pet, and are somewhat
knowledgable about wildlife.We intend to reach out to this audience to recruit volunteers and
donating members for the organization. By utilizing social media such as facebook, twitter, and
youtube, and sending out a newsletter once a month instead of twice a year, we believe that the
organization can reach out to this public and their members more efficiently.
The third potential public is the Sonoma County wineries. The wineries that we plan
on reaching out to will be locate in Sonoma County, have an average of 60,000 acres or more and
an income of $50,000-300,000. We intend to partner with the wineries in order for them to claim
a non-proft organization and for us to recieve large donations. The donations will be going
towards the new Raptor recovery center which will benefit the wineries by keeping raptors in
good health. Raptors are vital to the wineries because they keep the rodents and pests from the

6. vineyards that can harm their crop. We intend to reach out to them by creating a “wine tasting”
event that they will be given the opportunity to contribute their wine and also become aware
about our organization.
The fourth potential public is animal lovers. These are men and women from ages sixteen
to forty five, own some kind of pet, and have an income of $30,000-200,000. They live in
Sonoma County, and are very active in the community, they have some knowledge about wildife,
and are either interested in having a career working with animals, or just want to make a small
impact. They either live with or are homeowners, and have up to 2 children, they tend to be very
giving, and are sympathetic towards animals in the wild that get injured by humans.
Overall, Sonoma County Wildlife Rescue is a non profit whose ambitious attitude has led
to their prominent establishment. However, through the utilization of additional resources, and
reaching out to their potential publics, they will be able to continually develop and expand their
organization

7. Objective #1
By utilizing social media, (facebook, twitter, youtube) which we will link to
our website, sending out a newsletter once a quarter, we intend to build a stronger
relationship with our members and attract men and women volunteers between the
ages of sixteen through forty with an average income of $24,00-200,000.
Explanation:
Social media would appeal most to men and women between the ages of sixteen and forty
because this form of networking has become apart of this public’s everyday lives. Being that it is
often checked multiple times on a daily basis, members, volunteers and those who are interested
in Sonoma County Wildlife Rescue will conveniently stay updated on the latest news and events
at the organization.

8. Objective #2
By creating an video news release about the wildlife rescue center, we intend
to raise awareness about the organization and gain additional donations by sending
the video out to the local North Bay media.
Explanation:
Sonoma County Wildlife is continuously growing and expanding. This objective targets
the local media and is designed to help the wildlife center gain more publicity for their
organization. A VNR would be an accessible resource for SCWR to provide the media with, if
ever in need of further information about the goals of their non profit organization. In return the
media would serve as a positive way to branch out throughout the local area.

9. Objective #3
By hosting a “wine tasting” event we would reach out to local wineries with
an average of 60,000 acres and an revenue of $50,000-200,000 per winery. We
would give them the opportunity to promote their product at the event, and through
donations create awareness about our cause and gain momentum and support for
our new raptor recovery center.
Explanation:
Wineries appeal to a large target public in Sonoma County. This public is generally
wealthier and interested in making donations to show their support for a good cause. By
building a positive relationship with local wineries SCWR would be able to venture out and
educate a broader public about their cause.

10. Final Impact/Output Statement
! By creating a press kit to be distributed and placed online along with
outlining a script and storyboard for a VNR, we plan to target the local
North Bay Media and the general public of North Bay in order to create
more awareness about Sonoma County Wildlife Rescueʼs mission
statement and rescue efforts.

11. Tactic #1
Online Media Press Kit

12. About Sonoma County Wildlife Rescue
Sonoma County Wildlife Rescue is one of the largest rescue and rehabilitation centers in
the area. Located in Petaluma, California our non profit organization was founded in 1981 by
executive director, Doris Duncan. Our establishment serves as a home to mountain lions, otters,
coyotes, foxes, owls, skunks and a variety of other animals.
Whether through direct animal care, education or advocacy, Sonoma County Wildlife
Rescue works to fulfill our commitment to wildlife protection. We promote the importance of
using a nonlethal approach to aid helpless wildlife through our Wildlife Exclusion Service.
Recognized throughout Sonoma County, we take pride in our core group of volunteers and our
involvement with local organizations as well as the judicial community service program. In
order to raise awareness about the mission statement of our non profit organization, our facilities
are open to the public for a guided tour. We encourage the public to do their part in helping to
save the lives of sick or injured wildlife by reporting to Sonoma County Wildlife Rescue about
such findings.

13. Wildlife Hotline
(707) 526-WILD(9453)
Administrative Office
(707) 992-0274
A Wildlife Exclusion Service
(707) 992-0276
Animal Drop Off and Administrative Offices
403 Mecham Rd, Petaluma Ca 94952
Mailing Address
PO Box 448, Cotati Ca 94931
Office Business Hours:
Regular Business hours: Tuesday-Saturday 10am-5pm
Emergency Animal Drop Off: Seven days a week 9am-5:30pm
Executive Director:
Doris Duncan
scwrdoris@scwildliferescue.org
Animal Care Director:
Danielle Mattos
animalcare@scwildliferescue.org
Education Outreach Director:
Kristen Reeder
education@scwildliferescue.org

14. Sonoma County Wildlife Rescue Center!
Meet the Staff...
DORIS DUNCAN
Executive Director
After a fifteen-year career in education, Ms. Duncan
became involved in wildlife rehabilitation in 1997 at the
urging of her young daughter.To support her daughter’s
dream, Ms. Duncan and her daughter volunteered
together at various wildlife centers in northern California. " " SONOMA COUNTY
She began enrolling in wildlife classes and credits CCWR
with providing the most extensive opportunities for a
professional education in wildlife rehabilitation.
Wildlife Rescue Center DANIELLE MATTOS
In 2000, Ms. Duncan was hired as the first employee of Animal Care Director
Sonoma County Wildlife Rescue and was subsequently
promoted to Executive Director. Duncan’s daughter is Danielle has twelve years of
now also on staff with SCWR in the role of Animal Care experience starting as a
Director. volunteer. She has been on
SCWR staff for four years. Her
Since 2004, Ms. Duncan, along with a small staff and responsibilities include hospital,
dedicate volunteers, has built two wildlife centers in
KRISTEN REEDER
animal intake, volunteer training,
Sonoma County with a third center currently being Education Outreach Director.
care of the wildlife education
renovated. She has served as a board member for community and the foster care
CCWR and on the Animal Welfare Advisory Committee – Has been on staff at SCWR for program. She is studying at
an appointment by the Sonoma County Board of two years after have worked at a SRJC in the vet tech program.
Supervisors. She is currently a member of Oiled Wildlife local veterinarian's office. !Her She is trained in oil spill
Care Network and International Bird Rescue Center Oiled primary focus is to provide response and was on site
Response Team. educational outreach to local support after the disaster in the
schools and to coordinate group Gulf of Mexico.
In 2004, Ms. Duncan launched a pilot nuisance wildlife visits to the Center. !She is also
exclusion service – the first of its kind in the nation. “A responsible for the SCWR web site
Wildlife Exclusion Service” (AWES) now mentors other MICHAEL MCGUIRE and provides administrative
wild rehabilitation centers to start their own exclusion Exclusion Service Director support to "AWES" (A Wildlife
service. Exclusion Service). She is studying
Joined the SCWR team last year
at SRJC in the vet tech program.
Ms. Duncan especially enjoys hands-on work including with a background in
wildlife rescues, oil spill response, designing and building landscaping and construction.
wildlife enclosures, and working with other professional Michael is responsible for
and passionate people in the field. providing humane exclusion
services to property owners to
She earned her AA in early Childhood Education in 1993. address nuisance wildlife.

15. Francesca Smith
Public Relations Representative
(707)778-9200
Fsmith@ciginsurance.com
FOR IMMEDIATE RELEASE
Sonoma County Wildlife Rescue Center Moving On To Bigger
and Better Things.
(Rohnert Park, Ca May 2, 2012) The Sonoma County Wildlife Rescue Center has come a long
way from what it once was. Starting out the non-profit organization was based in someone’s
backyard of their home for four years. It was not until January of 2005 when they answered a
rescue call about an injured coyote that they knew about a prospective large property.The non-
profit organized a license agreement with the county to acquire the property they now are located
on. With their new location, the Sonoma County Wildlife Rescue Center is now the largest
facility in the area.
The Sonoma County Wildlife Rescue Center is dedicated to their mission statement, and
is driven to improve their facility to further help a wide variety of wildlife. Through donations,
and their exclsion and education services the center gains funds to expand their facility. The
center has just completed installing an otter pond, where they can have a place to treat animals
that are sent to them from marine facilities. Their newest project is to build a raptor recovery
center and hospital, where large birds will be treated and rehabilitated. The center is in great
need of this center to help accomadate the number of animals they can take in.
Sonoma County Wildlife Rescue is dedicated to the rescue, rehabilitation and release of
sick, injured and orphaned wildlife and to promote understanding and appreciation of wildlife
through our Education Outreach Program. For more information please visit
www.SCwildliferescue.org or call (707) 992-0274
###

16. Wildlife Rescue in the News
The Press Democrat:
Otter Goes Free at Spring Lake
Golden Eagle on the Road to Recovery
Returning Animals to the Wild
Why are the Pelicans Starving
Rescuers Trying to Save Golden Eagle
Wayward Otter Captured in Rohnert Park
Rescuing Wildlife, from here to the Gulf
Sonoma Wildlife Rescue saves baby owl found in Glen Ellen
Returning to the Rescue
Petaluma Cougar Cubs Redeem Their Image
Skunk Season in Sonoma County
Home for the Wildlife
Rescued River Otters Set Free
YouTube:
Doris Duncan- A Real Hero

17. Welcome!
Thank you for taking the time to review Sonoma County Wildlife Rescue's online press
kit. This press kit is comprised of general information relating to our non profit organization's
structure and objectives. This information is intended to aid in your role of contributing to the
positive representation of our mission statement. This online press kit highlights the
commitment we strive to practice at Sonoma County Wildlife Rescue.
This press kit contains information pertaining to our organization's background, finances,
staff members, news coverage, and contact information. Also included in the press kit are
photographs of our location and a list of frequently asked questions. By providing a broad
overview of our non profit organization we seek to ensure that your media company is provided
with clear, concise and accurate details regarding Sonoma County Wildlife Rescue.
Sonoma County Wildlife Rescue is delighted to collaborate with you in an effort to
rescue and rehabilitate the wildlife of Sonoma County. If you have any further questions please
feel free to contact Francesca Smith at (707) 778-9200.
Sincerely,
Francesca Smith
Public Relations Representative

18. F.A.Q.
Frequently Asked Questions
How long has SCWRC been in existence?!
The Sonoma County Wildlife Rescue Center was founded in 1981, by Dorris Duncan and started out of a woman’s
home. In their 31 years of helping rescue and treat wildlife, they have now expanded to be on of the largest
rehabilitation centers in the North Bay area.!
If there are other wildlife rescue groups in the North Bay area, why do we need
another group?
Rehabilitation centers can hold a max amount of animals in their facilities. Being the largest rehabilitation center
in the area, the SCWRC takes in injured animals that other facilities can not accomadate.
What kinds of animals does SCWRC help?
Mountain lions, Foxes, badgers, owls, otters, squirrels, coyotes, skunks, opossums, rabbits….the list goes on and on.
Is there a fee for bringing in an animal that is hurt or sick?
We gladly accept donations, although we do not charge for our services.
When is it appropriate to bring an animal to SCWRC?
We available to take in animals between the hours of 9am-5:30pm everyday. If you find an animal after hours please
call our 24 hour rescue hotline at 707.526.WILD (9453)
Can we visit the facility?
Yes, we have tours on Saturdays October-April at 2:00 pm and May-September 12 pm and 2 pm. Our regular
business hours are Tuesday through Saturday 10 am-5 pm. 403 Mecham Road Petaluma, Ca 94952
Can I become a member of SCWRC? What about volunteer work?
Yes, to become a member please call our office at 707.992.0274. We have several different volunteer programs that
include opportunites for adults and youth. We also have internship opportunities available as well, for people who
are 18 years of age and older.
Does SCWRC help residents with nuisance wildlife?
! 1

19. Tactic #2
Video News Release

20. VNR Script
Shot 1 : Mission Statement
The Sonoma County Wildlife Rescue Center is dedicated to the rescue, rehabilitation and release of sick,
injured and orphaned wildlife and to strives to promote understanding and appreciation of wildlife through
the multiple programs and services we offer.
Shot 2 : Success Story
The Sonoma County Wildlife Rescue Center has come a long way from what it once was. Starting out the
non-profit organization was based in someone’s backyard of their home for four years. It was not until
January of 2005 when we answered a rescue call about an injured coyote, that we knew about a prospective
large property. We then took advantage of the opportunity and organized a license agreement with the
county to acquire the property we now are located on.
Shot 3 : What sets us apart...
What Sets Sonoma County Wildlife Rescue Center apart from other facilities in the area is our size. We are
known as being the largest wildlife rehabilitation facility in the area.
Shot 4 : Education Services
The Educational Outreach Program is designed to introduce the local community to the vast array of wildlife
inhabiting Sonoma County. It also addresses wildlife emergencies and serves to promote a deeper
understanding of the problems facing wildlife in an environment which is rapidly being altered by human
activities. Many children today know very little about the wild animals that live in their area and are unaware
of the tremendous impact we all have on their continued survival. If you would like to sign up for one of our
presentations or schedule a field trip, please call (707) 992-0274 or email us at
educationsc@wildliferescue.org.
Shot 5 : Exclusion Service
Rather than trap and relocate animals, which is illegal and can expose wildlife to diseases and territorial conflicts,
AWES technicians identify how an animal is getting in and seals points of entry without trapping the animal
inside. The solution motivates the animal to leave the property and reduces the likelihood of other animals getting
in. Call our hotline to get assitance.
Shot 6: Vet Sonoma County Wildlife Rescue’s Internship Program is an unpaid position developed to teach
students in related majors about wildlife conservation, how to properly work with and handle wildlife, intake
exams, medical treatments and procedures, natural history and education aspects of wildlife rescue, care and
!
maintenance of animals and their housing, and fundraising. Email us for more information. 1

21. Client Sonoma County Wildlife Rescue Center Title Video News Release
Story Board
Spot At Wildlife Rescue Center By # PR
Shot 1: Logo Shot 2: Dorris standing in front Shot 3: B-roll tour of facility Shot 4: Show education services,
of sign or building Script: “What sets us Animals with kids.
Script: Mission Statement
Script: Success Story apart...Largest Facility..”
Script: Education field trip info.
Shot 6: Show partients in Shot 7: Show bird flying rehabilitated
Shot 5: Show exclusion serivice hospital (Include information on bottom)
Script: Exclusion number, what Script: Vetinary intern oppor- Script: Restate mission
to do if you find an animal tunities
Page 1

22. Budget = $1,000
Tactic Time Estimated Cost Realized Cost Notes
Online-Press/ Media 40 hours N/C N/C
Kit
-Personalized Letter 2 hours #PR N/C
-Co. Overview 2 hours #PR N/C
-Finance Info 2 hours #PR N/C
-Biographies 4 hours #PR N/C
-FAQ’s 2 hours #PR N/C
-News Coverage 2 hours #PR N/C
-Press Release 2 hours #PR N/C
-Contact Info 2 hours #PR N/C
-Photos 2 hours N/C N/C
Optional- N/A $15 per drive $11.99 per drive Only needed if not uploaded from
USB Drive computer for distribution.
VNR 2 months
All inclusive Package $800 $1,000 It is cheaper to hire a professional
videographer for basic VNR
-Videographer $100 an hour $1,000 8+ hours to shoot video
-Equipment $200 $500 For HD high quality video
-Editor/Editing $500 $1,000 For HD high quality video
Script 5 hours #PR N/C
Storyboard 4 hours #PR N/C
Option 1: Use computer for press kit distribution and hire all inclusive Total = $1,000 ! Broke Even
videographer Total= $2,512 Over budget by $1,512
Option 2: Buy USB Drive, and create VNR without all inclusive package.

23. Timeline!
Tactic Task Contact Start Date End Date Resources Notes
-Write Personalized Caitlin P. April 12 April 18 Editor, Online
Letter Distribution, Media
-Gather organization Dorris D. (SCWR) April 13 April 17 list
financial information
-Type finance info out Elyse J. April 17 April 25
Online -Write organization Elyse J./ Caitlin P.
Press /Media overview
Kit -Collect bioʼs of staff Dorris D. (SCWR) April 13 April 17
members
-Collect FAQʼs Francesca-SCWR April 13 April 17
-Research news coverage Francesca-SCWR April 17 April 18
- Create press release
- Write out contact Francesca-SCWR
information Dorris D. (SCWR) April 12 April 18
- Gather photos
- Submit to North Bay Dorris D. (SCWR) May 2 May 10
media outlets Francesca-SCWR
- Write script Caitlin P, Elyse J. April 16 April 25 Videographer/ Video
- Have script edited Francesca-SCWR April 18 April 20 Editor, filming and
- Create Storyboard Caitlin P., Elyse J. April 16 April 27 editing equipment,
Video News - Hire Videographer Dorris D. (SCWR) May 2 May 24 Media list
Release - Start Filming Videographer June 1 June 1
- Edit with voice over Videographer June 2 June 12
- Completed and uploaded Francesca- SCWR June 20 June 20
to website and social
media
- Submit to media outlets Francesca- SCWR July 1 July 6

24. Timeline!

25. Evaluation
In first beginning our campaign for the Sonoma County Wildlife Rescue Center we
worked together to develop an objective that best met the needs of our client. Our objective was
to create an online press kit and outline the components of a VNR in order to create more
awareness about Sonoma County Wildlife Rescue’s mission statement and rescue efforts. These
tactics are intended to target the local North Bay media as well as the general public of the North
Bay.
An online press kit fits our clients needs best as they are continuously expanding and in
need of an easily available resource the media can refer to. Being that this press kit is an online
resource, it will immediately act as an infinite number of media kits that are readily available
with the click of a mouse. An online press kit will make the Sonoma County Wildlife Rescue
Center look professional and concerned about the needs of those they have built relationships
with, such as The Press Democrat. The benefits of an online press kit include the ability to
constantly update and maintain it. In addition, it is convenient because it can be emailed out to
over one hundred media clients and those within the public who share an interest.
A video news release is the ultimate goal behind our development of a script and
storyboard. This will provide the local media, potential investors and the public with a visual of
Sonoma County Wildlife Rescue’s atmosphere and services. A visual will encourage the viewer
to learn more about the organization and act as a promotional tactic to advocate involvement.
Similar to a press kit, A VNR can easily be posted to the website or emailed out. It will be
beneficial in readily publicizing the name Sonoma County Wildlife Rescue has created for
themselves.