BACKGROUND: Asphalt Green has been the site of controversy and conflict as the city moves forward with plans to construct a marine waste transfer station on the East River of Manhattan that is actively being opposed by local residents and neighborhood groups. Pledge 2 Protect’s goal was to keep the issue in the news and ensure Pledge 2 Protect was viewed as a leading voice opposed to the construction of the marine transfer station.
Challenges: Some media outlets, mostly print, have a bias in favor of the marine transfer, which made working with those outlets particularly challenging.
- Arranging editorial board meetings at key dailies and weeklies to establish the group’s voice and point of view
- Placing bylined op-ed pieces
- Press releases about the group’s report findings
- Help with organizing and publicizing rallies
- Broadcast and digital media interviews in which Pledge 2 Protect’s spokesperson could state the group’s point of view
- Critical media training provided prior to TV appearances including a debate forum on NY1’s “Inside City Hall”
The Pledge 2 Protect team met with the heads of editorial boards at key local newspaper outlets including the New York Daily News, the New York Post and Crain’s New York Business
Pledge 2 Protect spokespeople appeared in on-air interviews on NBC’s “Today in New York,” and NY1’s “Inside City Hall,” a debate forum
Pledge 2 Protect’s local activities, from educational sessions with residents to rallies, were included on local TV stations during their news hours, including WCBS, WNBC, WPIX and WNYC
The publicity helped establish Pledge 2 Protect, among other groups being formed by independent real estate companies and other interested parties, as the “must-include voice” of NYC residents in coverage of this heated community issue