WHEN: Sept.-Dec. 2010
CLIENT: Pine Mountain Trail Association, Pine Mountain, Ga.
PARTIES at CONFLICT
-- Pine Mountain Trail Association (PMTA), a non-profit group, keepers and preservers of the Pine Mountain Trail, a 42-mile hiking trail system inside Franklin D. Roosevelt State Park.
PARTIES at CONFLICT
-- Pine Mountain Trail Association (PMTA), a non-profit group, keepers and preservers of the Pine Mountain Trail, a 42-mile hiking trail system inside Franklin D. Roosevelt State Park.
-- Georgia Department of Natural Resources (DNR), state government administrator of parks, outdoor recreation, wildlife, wetlands, historic sites, and environmental protection.
THE SITUATION
PMTA opposes the DNR’s long-term prescribed fire plan for Pine Mountain at Franklin D. Roosevelt State Park. PMTA believes the DNR’s fires are reckless, indiscriminate and damaging to the dominant hardwood forest and recreational hiking trails at Pine Mountain. Repeated efforts by PMTA board members to amend or curtail the DNR’s prescribed fire program at Pine Mountain have been futile.
CARROLL CONSULTS
In October 2010, Carroll Communications signed a short-term contract with the Pine Mountain Trail Association to plan, create and execute a PR Strategy & Campaign opposing the DNR’s prescribed fire plan.
PR CAMPAIGN OBJECTIVE
THE SITUATION
PMTA opposes the DNR’s long-term prescribed fire plan for Pine Mountain at Franklin D. Roosevelt State Park. PMTA believes the DNR’s fires are reckless, indiscriminate and damaging to the dominant hardwood forest and recreational hiking trails at Pine Mountain. Repeated efforts by PMTA board members to amend or curtail the DNR’s prescribed fire program at Pine Mountain have been futile.
CARROLL CONSULTS
In October 2010, Carroll Communications signed a short-term contract with the Pine Mountain Trail Association to plan, create and execute a PR Strategy & Campaign opposing the DNR’s prescribed fire plan.
PR CAMPAIGN OBJECTIVE
To create and deploy marketing, PR and social media assets for PMTA with the end goal of effectively intervening and resolving a 5-year dispute with the Georgia DNR over prescribed fire practices at FDR State Park.
PR CAMPAIGN TACTICS: CARROLL in ACTION
PR CAMPAIGN TACTICS: CARROLL in ACTION
- Wrote video script and co-produced 5-minute video on PMTA’s opposition to DNR’s long-term fire plan. Posted video on PMTA website and YouTube, where it received 1,200+ views in first month.
- Composed and created an Online Petition of Opposition to DNR’s fire plan, which collected 834 signatures of support in less than two months from 148 cities, 27 states and three countries.
- Authored and produced 10-page PMTA Report to the Community, which was posted on PMTA website and distributed to community leaders, resulting in increased public awareness of Pine Mountain conflict.
- Created Facebook group to promote the Pine Mountain cause; gained 300+ members in two months.
- Arranged meeting with top DNR officials and PMTA board members to find common ground.
PR CAMPAIGN OUTCOME
Campaign was successful! Less than 3 months into PR Campaign, DNR agreed to cease further prescribed fires until a fire needs assessment plan is completed with input from PMTA.
PROJECT TEAM MEMBERS
John Carroll, Robbie Ross, Jim Hall, Malon Wickham, Richard Ramey, Sam Burke, Mark Hughes
Campaign was successful! Less than 3 months into PR Campaign, DNR agreed to cease further prescribed fires until a fire needs assessment plan is completed with input from PMTA.
PROJECT TEAM MEMBERS
John Carroll, Robbie Ross, Jim Hall, Malon Wickham, Richard Ramey, Sam Burke, Mark Hughes
