Building Relationships With Birds And People
Building Relationships With Birds And People
Our client, Audubon North Carolina (ANC), had an important mission: inspire landowners in North Carolina to adopt land management plans. This would increase conservation efforts and protect birds across the state.
This was no traditional call to action. It demanded serious engagement from a select group of people. We rose to the challenge by creating a media relations strategy that understood the audience and why the campaign mattered—to the landowners, their communities and to the habitats that it would preserve.
ANC had to grab the attention of an exclusive, hard-to-reach audience: a small group of landowners in ten counties across Western NC.
Our Method:
This campaign went beyond media relations—it was about forging key media relationships.
Then, we created a story worth telling, which was interesting to reporters and relevant to their readers.
- We got economic: We created an economic angle using the tax incentives that the campaign offered, which made the story newsworthy for communities coming out of the recession in 2014.
- We got hyper-local and individualized: Our team created ten individual press releases and personalized pitches to customize the issue to each county.
- We supported with digital: the program was featured on the homepage of the ANC website and promoted through social media messaging for several months.
