Public Relations Strategy

Posted by
Lee Z.

Community Engagement Coordinator

Posted Date
May 29, 2018
Virtual volunteer opportunity
Public Relations Strategy
Impact statement
This project will save us $6,343 , allowing us to focus on supporting front line communities.

Project Details

What We Need
  • A Public Relations (PR) strategy rooted in the Organization's public relations goals
  • Identification of the audiences Organization should be addressing and the media outlets they should target to reach stated audiences
  • A press list created based on Organization's target media outlets
  • Recommendations on the best tactics to build relationships with Organization's target media outlets
What We Have In Place
  • We currently have past press releases and a small press list, which should make it easy for you to get started. We also have a staff member with a background in broadcast journalism, and the ability to provide any other information you need.
How This Will Help

We've been successfully working with communities fighting fracked gas infrastructure in their areas but are having a hard time breaking through into the mainstream media. Many people believe since New York banned fracking we aren't bringing fracked gas into the state. This project will help us educate folks beyond our traditional circles and raise crucial awareness with the general public about the expansion of fracked gas pipelines and power plants in New York.

Project Plan

Prep: Brainstorming and Project Planning
  • Volunteer Manager outlines any current PR activities and strategies
  • Volunteer Manager shares any existing PR materials
  • Professional connects with the Volunteer Manager for a brainstorming and overview session, to discuss goals and existing activities/materials
  • Professional and Volunteer Manager outline next steps and timeline for the project
Milestone 1: Identify Target Audiences and Media Outlets
  • Professional identifies target audiences and media outlets the Organization should be going after and shares the information with the Volunteer Manager
  • Volunteer Manager provides feedback on the target audiences and media outlets
  • Professional incorporates Volunteer Manager’s feedback and creates a finalized list of target audiences and media outlets
Milestone 2: Finalize PR Strategy Delivery
  • Professional creates a press list based on the media outlets identified
  • Professional delivers final strategy to the Organization and provides recommendations for implementation, based on staff capacity and budget
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About The Org

Our Mission

Sane Energy Project is dedicated to a vision of a 100% renewable energy New York City and New York State. For that vision to become a reality, we need strong grassroots momentum that calls for a rethinking of our energy system from the bottom up – replacing the current drive to build shale gas infrastructure with a drive to build renewable infrastructure.

We work to build that momentum in three main areas: Awareness, Attitudes and ACTION!

I'd like to develop a plan/program for a way to deeply engage and organize our volunteer members to lead on campaigns, and build a fun system of accountability.

What We Do

We have 2 main areas of programming with campaigns under them:
1. stop fracking infrastructure
2. build renewable energy with an eye toward low-moderate income inclusion.
We use a lot of art for outreach/education tools, and also engage in direct action and policy work.

Our project is sponsored by: Patagonia