Christmas Wish Charity Shows the Power of Radio
Radio personality, Mason Dixon, has been on the airwaves for more than four decades. In his career, he bounced, like many in radio do, from place to place, gig to gig. Some time back he found a home in Central Florida. Tampa may not be the most major of markets, but it suited Mason just fine.
He spent the next three decades establishing himself in the local community. Along the way he began to love his adopted hometown, connecting in ways well beyond his studio time, entertaining morning, and afternoon drivers.
Then, about 20 years back, Dixon decided it was time to do more than connect on an entertainment level. He wanted to make a difference, one person at a time.
So Dixon founded “Christmas Wish”, a charity that provides for needy families who wouldn’t have much – if any – of a Christmas without outside help. Now, two decades, and hundreds of families later, Dixon says he is “amazed” again each year. “This never stops being a blessing for me.”
Ronn Torossian, CEO of 5WPR, and President of the Torossian Foundation, says that sort of dedication may not have an intentional public relations angle, but it just shows how powerful PR, for the best of reasons, can be.
“The guy has a well-established brand, and tons of influence in his market.” Torossian muses, “He could just sit back, and enjoy the success. He brings smiles to faces, and makes their daily commute less grueling. That might be enough, but as with anyone who dives into the shark tank that is founding a charity, Dixon wanted to do more.”
That drive now helps to provide Christmas for more than 250 local families each year. According to Dixon, his success hinges on several factors: volunteers willing to support the mission; donors ready to give to something tangible, and immediate; keeping a close watch on the integrity of the entire operation; and, most importantly, being sure that this very public work maintains a spotless public reputation.
Torossian calls these the fundamental basics of charity PR in an operation worth emulating.