Client headlines: The Conservancy, Pace Center for Girls and more

Each month, Priority Marketing highlights clients who have successfully raised awareness through strategic public relations. Their earned media coverage includes non-paid content in newspapers, magazines, television, radio, blogs and social media.

Clients’ elevated visibility through public relations can lead to increased sales, donations and volunteerism, as well as enhanced education, activism and community buzz.

This month, Priority Marketing is spotlighting recent media coverage for the Conservancy of Southwest Florida and Pace Center for Girls, Lee,

Conservancy of Southwest Florida

In 2013, the Conservancy of Southwest Florida and its environmental partners launched a groundbreaking Burmese Python Radio-Telemetry Study The study uses radio transmitters implanted in male “scout” snakes to understand python movements, breeding behaviors and habitat use. Scout snakes lead biologists to breeding aggregations and large, reproductive females. This allows researchers to remove breeding females and their developing eggs from the wild. As of June 2022, Conservancy biologists and volunteers have removed more than 26,000 pounds of python from an approximately 100-square-mile area.

The Conservancy’s python research has generated significant media coverage over the years. News stories often focus on the “wow factor” of the Conservancy’s findings, though, not necessarily the science behind it. After connecting with a writer from National Geographic, the Conservancy was featured in a scientific-based, 2,000-word story and photo feature published June 21 offering insight into the Conservancy’s research and hopes for eradicating the invasive species.

READ: National Geographic: Florida’s largest-ever Burmese python has been found. Here’s the untold story of its discovery.

After the NatGeo story was published, Priority Marketing coordinated a news conference attended by journalists representing television, print and radio. There, the Conservancy shared that its team had documented the capture of the largest Burmese python found to date in Florida. It measured nearly 18 feet in length and weighed 215 pounds. The goal of the media outreach was to educate the public on the negative impact of this invasive species on native wildlife and to highlight the ways the public can support the Conservancy’s research.

WATCH: News conference

At the conclusion of the news conference, Priority Marketing distributed a news release to local, regional, state, national and international media. Strong visuals accompanied the news release, including high-res photos from the field and lab, video of biologists tracking pythons and a recording of the news conference for out-of-area journalists.

READ: News release: Conservancy of Southwest Florida documents largest Burmese python in Florida

In addition to widespread coverage in Southwest Florida, the story was featured nationally by the Associated Press (AP), MSN, The New York Times, Yahoo News, Washington Post, Fox News, USA Today and hundreds of additional publications, broadcasts and websites. International coverage included BBC, The Independent (U.K.), The Indian Express, The Daily Mirror (U.K.) and more. Over a three-day period, the story generated an estimated reach of nearly 7.7 billion. Reach represents the total number of readers or viewers that potentially could have seen a news story.

Pace Center for Girls, Lee County

On any given day in late May and early June, there could be a half-dozen or more graduation ceremonies honoring Southwest Florida elementary, middle and high school students. Pace Center for Girls, Lee County was among them. Pace provides girls and young women ages 11 to 18 an opportunity for a better future through education, counseling, training and advocacy. Pace offers programs in a safe, supportive environment, recognizing past trauma while building upon girls’ individual strengths.

With just eight graduates, Pace was among the smallest graduating classes in Southwest Florida. Priority Marketing’s PR strategy included emphasizing Pace girls’ ability to defy the odds and overcome challenges. The firm drafted and distributed a pre-event media pitch as well as cross-platform, post-event coverage that featured three elements:

News release
Photography
Videography

Each of those three elements led to three different types of media coverage. The News-Press used copy from the news release to create a front-page story in its Causes section. Florida Weekly used photos to create a social scene page. ABC7 used a combination of video and photos, along with copy from the news release, to create a Positively SWFL story. The cross-platform coverage helped Pace reach multiple audiences with its story of celebration and triumph.

Client Headlines in June 2022: Additional media coverage

Highlighting additional clients, below is a selection of media stories that were published or aired in June 2022.

Note: The list contains only content that appeared online (print and television do not post every story on their websites, so links are not available). It also excludes preview stories for events that already occurred.

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Client headlines: The Conservancy, Pace Center for Girls and more

Conservancy of Southwest Florida

Pace Center for Girls, Lee County

Client Headlines in June 2022: Additional media coverage

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