Utilizing Stakeholder Expertise for Brand Storytelling
When the team behind The Fish Thief documentary approached us ahead of its streaming release, we knew their story was extraordinary and needed to reach the right audiences.
Utilizing Stakeholder Expertise for Brand Storytelling
For the Great Lakes Fishery Commission, we built a PR campaign for The Fish Thief documentary that would ensure timely visibility for this compelling piece of science journalism. We leveraged strategic storytelling and targeted press outreach to develop in-depth regional and national narratives around the documentary. These elements illustrated the crucial role of scientific research and international collaboration in averting an economic and environmental disaster in the Great Lakes.
By building specific narratives for each outlet, we matched the right angle to the right audience and created entry points for journalists across the spectrum.
The results reflected the breadth of this approach. In total, we secured 75 pieces of coverage spanning digital, print, television, radio, podcast, social, and newsletters across hyper-focused regional and broad national outlets. Placements ranged from Michigan Public Radio and CBC to the Chicago Sun-Times, Outside, Sierra, and Sports Illustrated, a testament to how a single, well-told story can speak to multiple audiences when it’s given the right context.
The Fish Thief campaign reinforced that the most compelling PR finds a way to match the right story to the right people.
