Behind the NPR Story: ChildFund in Liberia

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We at Hodges, especially the team that has worked with ChildFund International over the past five years, already knew what the editors at Time magazine recently declared — that the folks working in Africa on the frontlines against Ebola are heroes. The medical staff and aid workers who are putting their own health at risk to care for those who have contracted the virus deserve every bit of the recognition and accolades they are receiving.

ChildFund’s focus has been on the children who have lost one or more parents to the outbreak. They’ve set up centers in Liberia and Sierra Leone where children can get the support they need, and just as importantly, find an environment where they can just be kids. ChildFund provides counseling but also games and activities to get them through the 21-day quarantine.

Reporters from major news outlets around the world have been reporting on Ebola, often courageously themselves. National Public Radio, for example, has had reporters and producers on the ground, providing regular stories on various aspects of the virus’s impact. We’ve sought to keep them apprised of ChildFund’s efforts and progress.

The shopping bag in question (names & numbers redacted).So it was not a surprise a few months back when I heard from an NPR producer wanting to speak to someone in Lofa, a county about four hours from the Liberian capital of Monrovia that has been devastated by Ebola. Problem was, I was traveling when I received the request, and in an era of digital devices, what I really needed was a piece of paper to write down the producer’s contact information. A folded-up grocery bag had to do.

As sometimes happens in our business, the producer ended up talking to someone else for the story, but we made a point of keeping our NPR contact up-to-date on ChildFund’s work. About a week ago, that diligence paid off. We connected an NPR producer with Anthony Klay, ChildFund’s program manager in Liberia. NPR subsequently visited the care center for a story on Ebola orphans, which you can listen to on NPR.com.

Beyond old paper bags, my newest best friend has been Skype. It’s by far the easiest way to conduct public relations internationally, and once you get past the time differences, the technology enables us to connect to people all over the world, in real time and face to face. Connecting reporters to real heroes — that’s the best part of all.

(Photo courtesy NPR.)

Cameron McPherson

Cameron builds strategic communication campaigns that increase awareness and build public support. His familiarity with Virginia’s local markets helps clients navigate and understand complex and emerging issues. He frequently assists new companies, restaurants and other organizations launch in the Richmond market through public relations tactics.

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