A behind-the-scenes look at the ALS Ice Bucket Challenge took place when Courtney Billingsley, Senior Development Manager of the ALS Association Austin Chapter, guest spoke to students in Nancy Reiter-Salisbury's Principles of Public Relations course. She covered the local momentum, media relations and stakeholder communication tactics that she and her team managed since the ALS Ice Bucket Challenge went viral on July 29, 2014. She attributed the overwhelming success to adhering to the foundation of public relations, creating the right message and delivering it to the right audience. According to Billingsley, "People are giving because they were asked. People are giving to a story. People are giving to their neighbors."
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