OUR CASE STUDIES


Pledge 2 Protect

Developing a Must-Include Opposition Voice from NYC Residents on Controversial NYC Public Policy Issue


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.

Campaign: 

  • 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”
Results:
  • 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

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