CropLife America:
Driving the Western Media Conversation on Pesticides
Overview
Link to: Strategic Communications
Strategic Communications
CropLife America, a national trade association, was seeking to counteract misinformation and misperceptions regarding pesticides through media outreach. CropLife America retained Pac/West Strategies to promote their messages in western states by identifying relevant news stories, building relationships with reporters and pitching positive news stories.
Our Work
Our plan of action began with a full assessment of the media landscape throughout the key western states—Colorado, Oregon, and Washington. To do this, Pac/West Strategies first identified existing media relationships and coverage gaps before working to forge new relationships with reporters.
With a news cycle dominated by the COVID-19 pandemic as the project was commencing, working to identify and address media opportunities proved to be a challenging task, but not an insurmountable one. Amidst this challenge, Pac/West Strategies continued to work collaboratively with CropLife America’s Communications Department to discuss media relations strategy.
For more than two years, our team has helped CropLife America drive the conversation by securing earned media stories in all three states, drafting op-ed stories, bridging gaps and making connections between industry experts and reporters. The partnership between CropLife America and Pac/West Strategies is ongoing as our team continues proactively tracking public opinion and trends to increase their organizations messaging.
