Fatal Harvest Organic & Beyond Campaign
The Center for Food Safety wanted to set stage for a full-scale national campaign promoting sustainable agriculture.
We would focus media attention on the publication of Fatal Harvest: The Tragedy of Industrial Agriculture, and create broad public awareness for the Organic & Beyond campaign
By coordinating communications among campaign members and three PR firms and creating communications strategy (internal and external audiences), Straus would identify key messages and language, develop a full set of press materials, create a regional press launch event, and conduct interviews with scores of journalists and editors.
Straus Communications generated more than 35 million media impressions, including placements in Saveur, Gourmet, Natural Home, Sierra, Mothering Magazine, Ecologist, San Francisco Chronicle, San Jose Mercury News, Oakland Tribune, KQED Forum, ENN.com, and the Marin Independent Journal. Additionally, connections were made with senior editors at Time and bureau chiefs at the New York Times, Wall Street Journal, US News and World Report, CBS Evening News, and the Economist.