Houston Wilderness is a local nonprofit that works to improve, protect, and promote the environmental resiliency of the Greater Houston Region and the area’s natural resources. The organization coordinates with governmental, business and nonprofit entities to advance key environmental initiatives throughout the region. While the organization leads and acts as liaison for numerous conservation efforts, they approached Elmore seeking communications support in three specific areas:
- Generate strategic visibility around Houston Wilderness as a thought leader and a leading conservation group through the promotion of the Gulf-Houston Regional Conservation Plan (GHRCP) and its progress.
- Position Houston Wilderness as an expert on environmental public policy by communicating the group’s mission and progress with the GHRCP.
- Inform key stakeholders and empower them to carry forward the message and promote actions that will help achieve these goals.
Conveying the three key goals of the GHRCP was a critical component of media relations and was at the forefront of communicating the GHRCP narrative. To accomplish this, Elmore drafted a press release and collaborated with Houston Wilderness on a presentation that provided supplemental visuals to the release.
Given the technical and dense nature of the subject matter, the release was the backbone of communication to media and served three key purposes:
- Introduced Houston Wilderness and their mission
- Outlined the GHRCP and three key goals
- Communicated the importance of Houston Wilderness’s work to the greater Houston area
The release was drafted to initiate conversations with reporters, with the larger goal of setting up a briefing with media to talk through additional details in depth, thus leading to a stronger article and better media placement.
Elmore curated a list of key reporters whose readership fit our target audiences, including both consumer and industry publications. Upon securing interest, we facilitated interviews and helped reporters shape meaningful stories to capture the attention of our target audiences.
