Gaining media traction is essential for organizations seeking to raise awareness and drive impactful change. This case study showcases how traction in the earned media space effectively amplified the voice of Nature, Environment & Wildlife Filmmakers (NEWF) through strategic media coverage for their 8th annual Congress in 2025.
Overcoming Initial Challenges
NEWF, a pioneering organization dedicated to fostering environmental conservation and storytelling, faced significant challenges in securing mainstream and regional media exposure in South Africa. Despite their vital mission of empowering local storytellers to share conservation narratives, there was much upside to be had in reaching a broader audience here in South Africa especially. More media coverage means greater ability to reach their goal of raising awareness about their work and the critical issues they address.
Crafting a Strategic Solution
ABPR stepped in to address these challenges with a simple, yet effective public relations strategy. The journey began when we were referred to NEWF by a former client, and within just a few weeks, we were entrusted with the task of handling press for their Congress, and what a privilege it’s been. Our approach was systematic and thorough, ensuring that every aspect of the media plan was executed to the best of our ability.
1. Understanding the Client’s Mission
The first step in our approach was to deeply understand NEWF’s mission, their work, and the significance of the Congress. We engaged in a series of discussions to grasp their objectives, values, and the impact they sought to achieve. By aligning our efforts with their mission, we ensured that our media strategy would authentically reflect the essence of NEWF’s work.
2. Developing a Methodical Media Plan
A well-defined media plan served as the foundation for our efforts. Our plan was not only strategic but also adaptable to the unique needs of NEWF. We crafted a bespoke distribution approach, detailing the press assets to be released and the timeline for their dissemination. This methodical planning enabled us to maintain focus and effectively reach our target media outlets.
3. Creating Compelling Press Materials
With a clear plan in place, we turned our attention to developing impactful press materials. These included media alerts and press releases designed to capture the attention of journalists and stakeholders. Our content highlighted the global importance of NEWF’s conservation work and their role in cultivating local storytelling talent. By emphasizing these key aspects, we crafted narratives that resonated with our target audiences.
Achieving Media Traction and Client Success
The execution of our media plan was marked by consistency and dedication. We adhered to a strict schedule for issuing and pitching each press piece, leveraging our extensive network of media contacts. Our proactive outreach resulted in a series of interviews and features, significantly increasing NEWF’s media coverage.
The outcomes of our efforts were evident in the consistent press traction achieved by NEWF. The increased visibility helped NEWF reach a wider audience, amplifying their voice and enhancing their ability to drive change. This success is not only growing NEWF’s profile but also underscores the effectiveness of our tailored public relations strategy.
Conclusion: A Partnership for Impactful Change
The collaboration between ABPR and NEWF exemplifies the power of strategic public relations in driving client success. By aligning our expertise with NEWF’s important mission, we are able to elevate their media presence and expand their reach.
As we continue to support NEWF and similar organizations, our goal remains clear: to be a trusted partner in amplifying voices, fostering change, and achieving meaningful media coverage.