For certain obscure, cause-based initiatives, it may be difficult to influence the public to start consciously thinking about your mission, let alone inspire them to actually donate to the cause. PR pros at the Smithsonian Conservation Biology Institute experienced that challenge firsthand with its Panama Amphibian Rescue and Conservation Project. Despite 99% of the population thinking that the frog is neither cute nor charismatic, the campaign amassed widespread media coverage and public awareness. Here are five tips, based on the Smithsonian frog effort, on how to create buzz around a seemingly buzz-less topic:
-
Create compelling features: The Smithsonian’s Cute Frog of the Week showcased a new frog species with a striking image and colorful storytelling.
-
Showcase outside experts: Thought leaders from nine different campaign rotated blog posts each week to get new voices and perspectives, while all posts dealt with the core mission of amphibian conservation and rescue efforts.
-
Go global via bilingual content: Since the scientific work was centered in Panama, much of the campaign’s multimedia press kit was written in two languages, reaching a wider audience.
-
Create a timeline: Give visitors the big picture with highlights and plenty of graphics. The Smithsonian’s campaign featured an Amphibian Conservation Timeline, dating back to 1989.
-
Profile people: Showcase the heroes behind your initiative. The Panama Amphibian Rescue and Conservation Project blog fea- tured posts on “frog heroes” who were contributing important conservation work.
PR News subscribers can read more about Smithsonian Conservation Biology Institute's PR efforts in the case study: "Working Without a Cuteness Factor, Smithsonian Turns to Fun, Froggy Tactics in Amphibian Conservation Efforts.