Media Relations Campaign for Massachusetts Business and Environmental Issue: Cod Pots as a Sustainable Fishing Alternative

The Opportunity

BG was hired to leverage strategic media relations to increase awareness of the critical cod issue facing Massachusetts and how the future of local fishing villages, like New Bedford and Gloucester, are at stake. The goals were to position cod pots as a viable solution to the Commonwealth’s continued cod population problem, build credibility for cod pots, a less traditional and virtually unknown method for catching cod and establish Riverdale Mills as the leader in finding solutions for the overfishing problem, having invented lobster pots and now cod pots, to help create a sustainable cod industry in Massachusetts.

The Strategy

BG developed a plan to pitch stories about the issue to newspapers in Massachusetts, crafted media materials to highlight the viability of cod pots in Massachusetts and show Riverdale Mills’ fishing industry experience, and positioned cod pots as a solution to overfishing.

The Result

BG successfully portrayed Jim Knott, inventor of cod pots, as a local authority on cod fishing, securing the bylined article titled “Cod Fishery Needs New Line,” on and in the Telegram & Gazette print edition. Additional coverage included the Cape Cod Times, Gloucester Daily Times and New Bedford Standard-Times, plus features in Commercial Fisheries News and the New Bedford Standard-Times.