How PR Turns the Tide

Trust fuels nonprofits through donations, partnerships, and volunteers. Even the most established and well-known companies can hit turbulent waters. One of the leading environmental nonprofits, The Ocean Conservancy, has even had its reputation hit before. But as we’ve discussed before, you can bounce back from almost anything with an intelligent PR plan and transparency to the public. Even when you’re stuck in murky water, having solid integrity and excellent communication can be the best anchor.

Murky Waters

The Ocean Conservancy was founded in 1972 and is dedicated to the ocean’s environmental protection, dealing with issues like plastic waste, sustainable fisheries, and climate change. Sadly, though, in 2020, they backed the wrong horse by supporting a controversial project that was supposed to help slow the climate change process. The project could have been more sound regarding potential environmental risks, and critics made their concerns very clear on this issue, putting into question the organization’s priorities on the ocean’s environmental safety. This slashed the public’s trust, creating a significant need for a severe image change.

Transparency is the Anchor

There was no retreating into the depths when this surfaced; the Ocean Conservancy made the wise PR decision to face the issue head-on, straight into the storm. They did the best thing possible: show the science that backed their decision. This was released in letters and blog posts where they said they supported the plan due to climate urgency but agreed that the project requires more research. They didn’t stop there but continued to show their worth by hiring third-party scientists to do independent reviews on the project. These moves showed the public that they are still very committed to the ocean’s health and that every action they do has reasonably researched reasons.

Media Can Be a Wave to Success

The Ocean Conservancy didn’t just stop there but continued to reassure the public on social media. They would host live Q&A sessions where anyone could voice concerns they want answered or talked about. This two-way communication gave the community a sense of connection and reassurance that helped to build more trust. It also allowed the organization to clarify its mission in its efforts to create research-based ocean protection.

Let the Success of Surface

The Ocean Conservancy improved its community involvement on social media and used the platform to highlight its successes. These include things like their International Coastal Cleanup Day results. These deserve celebration since their efforts removed millions of pounds of trash from beaches all over the world. From a PR position, this is a fantastic way to shift attention to their true mission, which is the health of the oceans.

Setting Sail On a New Horizon

Through transparency on research and strategic media use, The Ocean Conservancy reassured its supporters. It reaffirmed to the public its mission for ocean health. From a PR standpoint, it did a fantastic job of flipping the situation into a way to showcase its goals and successes.