“Save Our State Parks” Campaign
MEDIA RELATIONS AND EVENT PLANNING
CHALLENGE
Gain Earned Media Coverage to Promote the “Save Our State Parks” Campaign to Stop the Governor’s Proposal to Close 48 State Parks and Reduce Lifeguard Staffing to 16 State Beaches
After the announcement of the Governor’s budget proposal to close 48 state parks and reduce lifeguard staffing on 16 state beaches, the California State Parks Foundation (CSPF) immediately launched the SOS Campaign as a statewide, grassroots effort to keep California’s parks open. CSPF sought out Perry Communications Group (PCG) to conduct media relations and organize event planning for its “Save Our State Parks” Campaign.
As part of this campaign, PCG:
- Organized a rally to launch the “Save Our State Parks” Campaign at the Capitol, which coincided with the 6th annual Park Advocacy Day. The rally was staged to highlight the strong opposition to the Governor’s proposed park closures to the legislature. PCG was challenged to secure pre- and post-event media coverage of the rally to increase attendance and increase attention of the “Save Our State Parks” Campaign among the legislature and public.
- Conducted event planning and media pitching of a historic march from Sutter’s Fort to the Capitol where parks supporters dressed in period attire and marched in opposition to the Governor’s proposal to close the state parks.
- Secured media for the National Trust for Historic Preservation’s announcement that the California State Parks system is listed as one of America’s 11 Most Endangered Places.
SOLUTION
Attract Attention to the Governor’s Budget Proposal and Its Impact on State Parks by Placing Media Stories Statewide
PCG generated numerous press releases, opinion editorials and media advisories promoting the SOS Campaign and its activities, and pitched them to media throughout California from January-May 2008. PCG maintained consistent media coverage showcasing the strong support to keep California’s State Parks open.
RESULT
Substantial Media Exposure for the “Save Our State Parks” Campaign from January-May 2008
- A total of 9,771,430 million media impressions were secured in television, radio, print, and online coverage for various SOS Campaign activities.
- Governor Schwarzenegger removed park closures and lifeguard staffing reductions from the budget proposal.
