Ocean giants
Whale shark swimming in the ocean

December 17, 2018

Overview

MMF’s mission is to save threatened marine life using pioneering research, education, and sustainable conservation solutions, working towards a world where marine life and humans thrive together. The charity conducts pioneering research on marine megafauna and uses scientific evidence to educate the public and government to influence long-lasting conservation strategies.

The challenge

MMF had a clear organisational vision, mission and strategy but needed to increase its profile to raise awareness of its vital conservation work among potential supporters and donors.

The strategy

  • Developed and implemented a PR and communications strategy designed to generate widespread press coverage and increase awareness of MMF around the world.
  • Prepared key media materials to facilitate streamlined press office activities: key messages, press release boilerplate, media FAQ document etc.
  • Drafted media-friendly biographies for the charity’s spokespeople and pitched them for appropriate interview and profiling opportunities
  • Compiled a comprehensive media and blogger database with relevant media targets
  • Worked closely with all MMF team members to source, collate and develop strong stories for press
  • Built relationships with key journalists; pitching news and feature ideas to help generate press coverage
  • Drafted and distributed press releases and relevant media materials and coordinated all
  • press requests (including hosting visiting journalists)
  • Provided PR and communications counsel to MMF’s Founders and senior team

The results

  • During the time Melissa ran MMF’s press office (8 months), the charity secured 365 pieces of coverage: averaging at more than one published article a day!
  • Highlights included: BBC radio, Daily Telegraph, Yahoo!, The Scottish Sun, Scuba Diving, Scuba Diver, Dive.In and more.

Melissa was a Pro Bono Communications Consultant for MMF in 2018

MMF logo

"Melissa was a huge asset to our small Mozambique-based organisation, producing around one published article for every day she worked with us!"

Dr. Simon J. Pierce
Founder and Principal Scientist, MMF

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