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Conservation/Environment

Case Histories

Saving Illinois Parks and Wildlife

Smart Public Relations Restores $34 Million Funding to Illinois Parks and Conservation

Challenge

During his budget address in February 2004, Illinois Gov. Rod Blagojevich stunned state conservation, parks and outdoor sports organizations when he announced plans to eliminate all state grants to purchase and upgrade space for public parks and to reduce staff and programs that protect the state’s nature preserves. The announcement required immediate action to restore the $34 million in funding that stood to be eliminated. PCI worked with volunteers to create a new coalition, called Partners for Parks and Wildlife, and a campaign to:

  • Raise $20,000 in private donations within one month to fund the campaign
  • Enlist support and membership of 100 organizations dedicated to parks and natural areas
  • Mobilize concerned citizens statewide to write 1,000 letters to legislators and newspapers
  • Secure votes from a majority of Republican and Democratic legislators to reinstate funds.

Action

The campaign came to life with the development of the Partners for Parks and Wildlife name, logo and mission statement. The communications team developed key messages for legislators and concerned citizens, including specific audiences such as conservationists, recreation users, hunters and business leaders.  

Other tactics included:

  • A Web site providing detailed information on the issues and specific calls to action
  • Statewide editorial board meetings, which generated more than 65 supportive media messages and cartoons
  • A high-profile rally, news conference and lobbying day in the Capitol
  • A letter-writing campaign to key legislators, the governor and media
  • Strategic media relations targeting outdoor and environmental writers statewide
  • Communications sent directly to concerned citizens via an e-mail listserv consisting of the combined mailing lists of participating organizations.  Members received frequent progress reports and calls to action.

Results

The campaign exceeded each objective and the full $34 million in funding was restored, demonstrating that communicating to citizens and their elected officials with persuasive, relevant messages can make a significant impact on budgetary decisions and outcomes – even in a tight budget year. Legislators reported that they received more letters, calls and e-mails from constituents on this issue than any other single issue during the legislative session.

The campaign won numerous state and national awards including a Silver Anvil from the Public Relations Society of America (PRSA) and a Platinum award from PR News. It was cited as representative of PCI Principal Jill Allread’s ongoing commitment to environmental causes and not-for-profits when she was honored with the Paul M. Lund Public Service Award from PRSA.