onPhilanthropy: Articles: Mainstream Media Discovers Philanthropy - How you can Take Advantage of the Spotlight: "Mainstream Media Discovers Philanthropy:
How you can Take Advantage of the Spotlight
By Tricia McKenna, 6/6/07
When Warren Buffett announced last June that he would be gifting his fortune to the Bill and Melinda Gates Foundation, it was not only a watershed moment in the world of philanthropy but a profoundly significant event in the public relations and media industries. For the next week, every major news organization turned the spotlight on the philanthropic sector. Fortune magazine broke the news with an exclusive interview with Buffett, NPR ran a multi-program series on the impact of the gift, and the Wall Street Journal and many other national publications gave the story front-page coverage. One would expect such a media response to a $30 billion gift announcement."
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