Demonstrates: Media story as catalyst for major change
Situation:
A decades-old commercial sand mining operation in Monterey Bay, CA, was
legally removing tons of sand that would otherwise replenish popular public
beaches.
Coastal engineers and oceanographers had been fighting, also for decades, but to no avail. The operation pre-dated current coastal regulations, and so
continued unchecked.
No public outcry had been raised. No activity was going on at the regulatory level to put a stop to the operation.
The mine continued to siphon off hundreds of thousands of tons of beach
sand—even while community beach replenishment projects commenced.
Solution:
This situation needed a catalyst to raise awareness and galvanize public action.
We aimed for a story in a national media outlet. However, since the situation had been ignored for years, we also needed to create the sense of urgency that would compel a story and a newshook.
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Steps:
We reviewed all studies and interviewed the authors–ocean scientists who were deeply versed in the issue. We pulled out a few key facts that could be turned into media hooks, and tied the story to current national news stories.
With this, we secured a major Wall Street Journal front page feature, with an
accompanying online video showing images of the beach and operation.
The story caught the attention of an environmental group, which created a
standalone initiative around stopping the sand mine. It also got the attention of local citizens who joined forces with the activist organization. Together, they planned a strategy to stop the mine, which involved speaking out locally and contacting state planning authorities.
We worked with the citizen group to draft letters to state leaders overseeing
coastal land use. As the grass roots campaign gained momentum, we reached out to reporters at top regional outlets, including NPR’s “The California Report,” the New York Times, and the Wall Street Journal, with updates.
The collective efforts captured the attention of the Lt Governor (expected to run for governor). His office put out a press release condemning the operation, which we turned into another media outreach.
Outcome:
The California Coastal Commission ruled that the sand mining must stop
completely and the land be sold or the purposes of conservation or public-use.
A total victory, in which media outreach and a single story was the catalyst.