Themed months can be opportunities for associations to educate the public and get media exposure. Mental Health Awareness Month is next month and several organizations are participating, including the American Psychological Association. PR assistant executive director Luana Bossolo says APA is trying new events during the month, including a webinar with the National Parent Teacher Association to help parents and teachers recognize when kids are struggling emotionally. The webinar already has over 1,000 registrants.

Social media also plays a big role, including a campaign with the Child Mind Institute inviting people to post selfies on Facebook and Twitter on why they care about children’s mental health. (Technically this isn't a selfie of writer/director Lou Howe, but these are the kinds of messages people will be posting.) APA also partnered with the Robert Wood Johnson Foundation to co-host a Twitter chat about the health disparities affecting boys and men. Luana says the awareness month, designated by Congress in 1949, has been successful through partnerships, using others to increase audience and expertise. It also helps to have lots of open dialog with the partner and to be realistic about what can and can’t be done.