
When the Houston Ballet conducted an endowment campaign for its new Center for Dance, which opened in April, its public-relations team turned the traditional topping-off ceremony into an exciting event with a simple idea:
Put dancers at the construction site! Put hard hats on their heads!

“Buildings are built every day,” notes Shauna Tysor, the ballet’s public-relations manager. Instead, she says, the organization decided to emphasize its mission. “Go with what’s unique about your organization,” she urges. “With your photo, you can remind people what it’s for: ‘Oh, it’s for dance,’ not ‘Oh, it’s a building under construction.’ ”
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