Our Client’s Opportunity
The story of the Ivory-billed Woodpecker has long fascinated ornithologists and bird lovers alike. As the largest woodpecker species in North America, its last confirmed sighting dates back to 1944. The bird has hovered in the uncertain space between extinction and survival due to sporadic reports since then. The uncertainty sparked decades-long debate among researchers, hobby birders, and conservationists.
In the spring of 2023, the National Aviary approached FCP to publicize a peer-reviewed study on a credible sighting of an endangered bird species on the verge of being declared extinct, the Ivory-billed Woodpecker. This study had the potential to send waves through the ornithology community, but it needed the right strategy to gain recognition and spark meaningful conversation.
The Solutions We Offered
At FCP, we knew this story could garner significant media attention, so we took a comprehensive approach. We worked closely with the National Aviary to craft clear, compelling messaging for the study’s release. Our team developed media materials designed to resonate with a wide audience—from casual bird enthusiasts to seasoned ornithologists—and positioned the study as a pivotal piece of research in the conversation about endangered bird species.
To ensure the success of the report’s release, FCP also managed the media relations strategy. This included preparing the study’s lead authors for interviews and helping them tackle tough questions. We knew controversy was inevitable, so we aimed to ensure the researchers were well-prepared to respond to skepticism and scrutiny.
The Results Delivered
A half-billion media impressions for a woodpecker
FCP’s media outreach efforts secured coverage in high-profile outlets such as The New York Times, Associated Press, USA Today, Slate, and more. The story appeared in over 644 digital and print publications, reaching an impressive 568 million people.
By crafting thoughtful messaging and leveraging our media relations expertise, we successfully brought attention to a study that could change how we think about one of North America’s most iconic bird species.
Conservation Communications To Increase Awareness
Want to make a significant impact on the environmental issues you care about most? Let FCP help you craft compelling narratives and secure media attention for your conservation efforts. Our proven PR strategies can elevate your organization’s visibility and drive positive change. Contact us today to discuss how we can work together to protect our planet.
