Media Relations Campaign for Massachusetts Business and Environmental Issue: Cod Pots as a Sustainable Fishing Alternative

Media Relations Campaign for Massachusetts Business and Environmental Issue: Cod Pots as a Sustainable Fishing Alternative

Client: Riverdale Mills

Objectives:

  • Use strategic media relations to increase awareness of the critical cod issue facing Massachusetts and how the future of local fishing villages, like New Bedford and Gloucester, are at stake.
  • Position cod pots as a viable solution to the Commonwealth’s continued cod population problem.
  • Build credibility for cod pots, a less traditional and virtually unknown method for catching cod.
  • Establish Riverdale Mills as the leader in finding solutions for the overfishing problem, having invented the lobster pots and now cod pots, to help create a sustainable cod industry in Massachusetts.
  • Educate key stakeholders about an alternative solution to cod fishing.

Strategies and Tactics:

  • Developed a plan to pitch stories about the issue to newspapers in Massachusetts.
  • Crafted media materials to highlight the viability of cod pots in Massachusetts and show Riverdale Mills’ fishing industry experience.
  • Positioned cod pots as a solution to overfishing.
  • Created a call to action.

Results:

  • Developed a byline article that communicated a carefully crafted message about the dangers of cod overfishing with a call to action.
  • Portrayed Jim Knott, inventor of cod pots, as a local authority on cod fishing.
  • Secured byline, titled “Cod Fishery Needs New Line,” on Telegram.com and in the Telegram & Gazette print edition.
  • Placed additional coverage of the byline in the Cape Cod Times, Gloucester Daily Times and New Bedford Standard-Times.
  • Secured features in Commercial Fisheries News and the New Bedford Standard-Times.
  • Reached 1.1 million impressions in a two month period.

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