Posted by on 08/17/2016


Goals:

• Amplify coverage of an academic study on Great Lakes water levels in the North American media

• Ensure Georgian Bay Forever was a key voice in this North American media coverage

Strategy:

We mapped out a strategy to ensure the GBF executive director, David Sweetnam, became an established expert voice on the issue, including by promoting his conference attendance and expert testimony to Parliament on social media and to GBF supporters, securing him a regular blog in The Huffington Post and professionalizing his public image in advance of the study’s release. The day the report was released, we secured a media conference in the press gallery theatre at the Ontario Legislature where GBF and other key stakeholders reacted to the report in the context of potential action by the provincial government, which was reported on by the Legislature press gallery.

Results:

Working with the Mowat Centre, who authored the academic study, we succeeded in securing media coverage across Canada and the US, including in The Wall Street Journal, LA Times, The Globe and Mail, The Toronto Star and on CTV, in addition to coverage in nearly fifty local papers, radio stations and local TV stations across the water basin. David Sweetnam is now established as a sought after expert voice on issues related to the Great Lakes, and is regularly called for comment by Canadian national and local media, and has seen his requests to speak at conferences and symposia increase. We increased social media profile by over 900%, gaining hundreds of new followers, likes and engagement from the target markets (academics, boaters and environmentalists).

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(This work was completed whilst working as a consultant at Key Gordon.)