BPA and Baby Bottles: A Social PR Case Study

“Something must be done to protect the children of South Florida from this dangerous chemical,” says Wendi Oppenheim, a high school junior who brought the facts to the Broward County Commission Tuesday morning.

Looking to prevent the negative health effects associated with Bisphenol-A, Oppenheim presented her recognized research and argued in favor of the Commission’s passage of The Broward County Toxin Free Toddlers and Baby Act.

The Buyer Group, a social media savvy public relations and branding agency, was charged with raising awareness of Wendi’s accomplishments as a researcher as well as the cause she is passionately fighting for.

Mindful of the waning effectiveness of traditional press pitches, the first step was creating a social media friendly and interactive press release. Social releases combine the power of links, keywords, images and video and package it all in a ready-to-share customized URL.  Distributing a traditional press release through this untraditional format generated hundreds of additional views and increased traffic to the accompanying photos and video.

Links to the interactive release were sent to parenting and environmental bloggers, shared on social media channels and incorporated into the advisories sent to local media outlets.

Oppenheim started her research saying, “Something must be done!” and took a huge step toward protecting Broward County’s children. In addition to an outpouring of support from the South Florida community as well as the Broward County Commission, these tactics culminated in a sit down interview with NBC 6 WTVJ that aired on Tuesday night’s local news at 6 and 11 pm.

The Buyer Group is proving strategically social public relations is no longer the future of the communications industry and is helping clients maximize their PR potential more and more each day.

For information on how The Buyer Group can help your business or brand, contact Lisa Buyer at lbuyer@thebuyergroup.com today.

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