A string of press releases isn’t a PR strategy. When meaningful stories are brought to life, they can transcend the news cycle, inspire action and help build a brand’s reputation as an important community resource and a force for good.
An example is this recent feature in the Las Vegas Review-Journal about the 10th Annual Chris Ruby Memorial Cup at Lee Canyon.
Turning Tragedy into Purpose
The event started as the Ruby family’s way to honor their son. Chris was a passionate snowboarder who tragically passed away after an accident at Lee Canyon. Today, it has also become a way for a local mountain and community to carry on a young man’s legacy. Chris was an organ donor, and his decision helped save and improve more than 90 lives.
In the last 10 years, the event has:
⛷️ Inspired more than 5,000 skiers and snowboarders in Las Vegas to become new organ & tissue donors.
⛷️ Raised significant funds for the Nevada Donor Network, supporting organ donation awareness and access to transplantation services.
The Power of PR in Amplifying Impact
As a PR professional, I don’t just secure media coverage—I help brands and organizations share meaningful stories.
The Chris Ruby Memorial Cup is a testament to how thoughtful, strategic PR can drive awareness and action. For Lee Canyon, this event is more than just another gathering on the mountain. It’s a way to show their dedication to the local community, giving back, and being a place where lifelong memories are made.
Meaningful PR placements that amplify a brand’s commitment to a cause can strengthen trust, build loyalty, and create authentic connections with its audience.
🗓️The 10th Annual Chris Ruby Memorial Cup is Saturday, Jan. 11, at Lee Canyon. Whether you’re a skier, snowboarder, or someone who believes in the power of organ donation, this event is an opportunity to make a difference.
📖 Read more about Chris’s story and the event here: https://www.reviewjournal.com/livewell/lee-canyon-ski-race-carries-on-organ-donors-legacy-3259339/
Let’s Tell Your Story
Every brand has a story that can inspire, educate, and drive real change. If you’re looking for a PR partner who can help bring that story to life and strengthen your impact, let’s connect.
