PCGCampbell Heal The Bay

Heal the Bay is the largest regional environmental organization in Southern California. Its approach — combining science, advocacy, education and consensus building — has made it a national authority on recreational water quality, sewage and urban runoff pollution. While Heal the Bay has established itself as a premier coastal environmental group, its membership growth has slowed while other environmental groups cover similar issues.

The development and implementation of integrated public relations marketing is a critical component to Heal the Bay’s continued effectiveness. To address this need, PCGCampbell’s Torrance office has been Heal the Bay’s marketing and communications consultant since 2001.

To ensure the health and safety of our oceans, Heal the Bay is on a never-ending mission to increase exposure to the media and the general public. Heal the Bay wants to differentiate itself from other groups based on its expertise and effectiveness, and it wants to establish itself as the regional expert on environmental issues.

But even more importantly, Heal the Bay’s ultimate goal is to educate the media and the public on the importance of a safe and healthy coast and ocean — for humans, marine life and the regional economy. The best way to do all this is, quite simply, to get the word out there.

PCGCampbell helps Heal the Bay integrate its public relations efforts with an overall marketing/branding plan and activities. We use the news media to influence the influencers and maintain top-of-mind awareness through systematic, aggressive media relations campaigns. We leverage Heal the Bay’s research, advocacy, educational and fund-raising activities to build awareness and increase stature.

The focus is to always emphasize that Heal the Bay is solutions-based, it exhibits common sense, and it is technically and scientifically grounded.

With strategic help from PCGCampbell in Torrance, the recent Beach Report Card press conference and Bring Back the Beach annual dinner were the most successful events in Heal the Bay’s 20-year history.

The Beach Report Card announcement was reported by eight television stations, six radio stations and eight newspapers. English, Spanish and Asian media covered the story. The Bring Back the Beach Annual dinner received coverage from seven television stations, 18 entertainment-industry photojournalists and 13 print media including the Associated Press, USA Today and Business Wire.