By Kevin McCauley
The Marine Stewardship Council, a non-profit organization that promotes sustainable fishing, is looking to hire a PR firm.
The Seattle-based operation offers an eco-label to fisheries, retailers and restaurants to certify best practices in seafood management. It has given its blessing to Sodexo, Kroger, Costco and Wal-Mart.
MSC wants to target major media such as the New York Times, Wall Street Journal, San Francisco Chronicle and Los Angeles Times to promote its “business-based approach to environmental change.”
The PR firm also will also “buffer MSC against critics,” according to the RPF. Greenpeace, for instance, has blasted MSC’s credibility, alleging that it has certified some fisheries where researchers have very little scientific data.
MSC anticipates a four-to-six month media campaign. It has budgeted $50K for that effort. There’s a chance for a Phase 11 effort to build on the success of the initial media program. That budget is set at $25K.
Mike DeCesare, MSC’s communications director, is handling the search. He can be reached at [email protected] and 206/631-2496.
DeCesare told O’Dwyer’s a PR firm is expected to be in place by June. 1. |