Challenge
Amid rising public concern for misinformation around pesticide use, CropLife America, a national trade association, needed to reframe the narrative in key western states. With a media environment overwhelmed by COVID-19 pandemic coverage and limited regional agriculture-focused reporting, there was an urgent need for strategic media engagement to position factual, balanced information in the conversation.
Strategy
- Conduct a full media landscape assessment in Colorado, Oregon, and Washington
- Identify media coverage gaps and build new relationships with agriculture and environment reporters
- Collaborate with CropLife America’s communications team to align messaging and achieve timely engagement
- Draft and pitch op-eds that position messaging in a non-confrontational, fact forward manner
- Track public opinion trends to inform story angles and timing
RESULT
CropLife America increased visibility in regional media conversations and strengthened its reputation as a credible voice on pesticides and agriculture. The campaign consistently generated meaningful media placements and journalist engagement across the western U.S.
