A brief overview of a targeted media Public Relations campaign for Pela Cases. NOTE: This proposal was produced for the sole purpose of a class project and is not affiliated with Pela Cases.

1. PUBLIC RELATIONS CAMPAIGN
Name: J.L. Basbas
Organization: Pela Cases
1. Targeted Media
• Alison Teal: Instagram, Personal Blog, Mass Media, and Printed Media
• Crispin Dowler: Facebook, Twitter, and Digital Media
• Erin Boyle: Instagram, Printed Media, and Personal Blog
• Rob Greenfield: YouTube, Instagram, Printed Media, and Personal Blog
• Paul Izak: YouTube, Facebook, Instagram and Radio
ALISON TEAL: Well know among environmental advocates, Alison Teal has received
recognition for her efforts through several media outlets. Dubbed the “female Indiana
Jones” by TIME Magazine, Teal travels the world advocating the improvement of our
environment while highlighting just how big of an impact plastic pollution has. As a
company that is making strides in reducing the amount of plastic produced annually,
Pela’s mission directly aligns with that of Teal’s. Her most recent partnership with the
Dora the Explorer movie will be helpful when reaching our target market of mainstream
green-mind set shoppers as well as eco-minded travelers via Instagram, the Alison’s
Adventures blog, mass media, and printed media coverage.
CRISPIN DOWLER: A renowned reporter for Unearthed, Crispin Dowler’s work
revolves around climate change and other environmental issues. Among the many
contributors to climate change, plastic pollution has become one of the most destructive
of the bunch. What makes matters worse is that plastic pollution is a preventable
problem. Pela’s mission to improve our environment ties directly into the material
Dowler is currently exploring. Collaborating with Dowler will allow us to reach our
target market of future-forward parents via Facebook, Twitter, and digital media through
hard-hitting environmental coverage.
ERIN BOYLE: Known for her Read My Tea Leaves blog, Erin Boyle brings a motherly
voice to her work. The content she presents through her website, social media, and
published book focus on living a simple, sustainable life. Pela’s innovations in
sustainability play right into the material Boyle is sharing with her audiences. Working
with Boyle will allow Pela’s mission to be shared via Instagram, printed media, and the
Read My Tea Leaves blog. The fact that she’s a parent herself will help us to initiate a
trusted foundation between our brand and our target audience of future-forward parents.
ROB GREENFIELD: From dumpster diving to foraging his food, Rob Greenfield covers
a wide variety of content centered around simple and sustainable living. Greenfield
travels the world as a zero-waste advocate and environmental activist, sharing his point of

2. view through compelling speeches and digital content. Pela’s zero-waste initiative
approach and overall mission serve as an extension to Greenfield’s work. His like-
minded views will help appeal to our target audience of eco-minded travelers via
YouTube, Instagram, printed media, and his RobGreenfield.TV blog.
PAUL IZAK: Showcasing his passion for the environment through music, Paul Izak
travels the world sharing eco-conscious island tunes with the masses. Izak’s music is all
about loving our mother earth, which happens to be one of Pela’s core values. His
involvement can bring a refreshing new spin to our mission and brand awareness by
exposing our brand to a new platform—radio. Connecting our target markets of
mainstream green mindset shoppers and eco-minded travels through his vocal stylings on
platforms such as YouTube, Facebook, Instagram, and radio could be huge for Pela.
Izak’s support of our brand will bring a whole new level of exposure.
2. Email Pitch
To: Rob Greenfield (speaking@robgreenfield.tv)
From: J.L. Basbas (jlbasbas@pelacase.com)
Subject line: PR Pitch for Activist Rob Greenfield
Dear Mr. Rob Greenfield:
Your journey to grow and forage 100% of your food is inspiring. Creating a garden to
cater to one’s diet goes beyond long-term cost savings. Gardens serve as a way to better
control what nutrients go into our bodies. At the core of any bountiful garden is the
nutrient-richness of the soil in which one’s plants are planted. How to enhance the
nutrients in the soil is often debated, a tug-of-war common among gardeners. One of
composting vs fertilizer. Repurposed vs new. Heavy labor vs convenience.
We, at Pela, have crafted a phone case that is made up of 100% compostable flaxstic.
This one-of-a-kind phone case can easily be added to any garden compost, breathing new
life in one’s foraged food. Of all the experiments we conducted throughout our design
phase, not one has involved garden composting and we’d like to change that. There is no
one we’d rather explore this new avenue with other than yourself. As an environmental
activist, you understand the importance that we must leave this world better than we
found it. The successful journey you’ve recently undergone to grow and forage 100% of
your food shows highlights how small acts can have a huge impact.
We would like you to join us in highlighting the huge impact of another small act—a
visual comparison of composting vs fertilizer in gardens. Our Pela Cases can be
combined with your garden compost, adding nutrients through the plant-based flaxstic
material. As composting requires far more physical labor and time than using fertilizer,

3. this visual will also offer the opportunity to provide your public with a tutorial on
composting. Pela cases used in this visual of composting vs fertilizer will be provided.
Please respond directly to this email if you wish to further explore collaborating with us.
Kindest regards,
J.L. (Joanna Leigh) Basbas
Head of PR, Pela Case
3. Measurement:
• Social Media Metrics: Engagement vs Coverage and Community Growth
• PR Mentions: Assessing Quality and Viral Impact
• PR Outcomes: Behavioral Impact and Growth
SOCIAL MEDIA METRICS: The journalists we have targeted for this PR campaign each
have a strong following throughout various social media platforms. When measuring the
engagement vs coverage of Pela throughout our social media platforms, we will focus on
the overall quality of each interaction. This will tie into measuring our community growth
by analyzing the fluctuation of followers and page likes.
PR MENTIONS: Collaborating with well-known environmental bloggers and journalists
will help Pela to expand their audience reach. Each media placement must be measured
in terms of the quality they provide to our target audiences. Once debating which
mentions demonstrated a proper understanding of Pela’s mission, we must look at the
viral impact of our efforts. This can be analyzed by comparing the number of credible
influencers before and after the PR campaign.
PR OUTCOMES: In our quest to increase web traffic and raise brand awareness, we must
look at the overall behavioral impact of the PR campaign. Organic traffic vs aided
awareness must be compared, before and after, to properly identify the impact of the PR
campaign. This will tie directly into Pela’s brand growth as we analyze any changes in
newsletter subscribers and sales resulting from our efforts.
4. Timeline:
Date Communication Tool &
Platform
Content/Message Purpose/Goal
Week 1 News release to key
websites and media outlets
Announce Alison Teal
as a spokesperson for
Pela’s line of Limited
Edition EMA Cases
Raise awareness for
new case design and
build interest for future
campaign endeavors

4. Week 2 Blog post on the website
with shared links to post
via Instagram, Facebook,
and Twitter
Notate the effects of
plastic pollution in our
oceans and mention
campaign with Alison
Teal to public
Drive awareness of
plastic pollution and
increase the online
presence of the brand
Week 3 Email personalized pitch to
environmental journalists
and bloggers
Provide ways consumers
can help reduce plastic
pollution and encourage
involvement
Expand brand into new
markets, increase PR
mentions, and reach a
broader demographic
Weeks
4-6
Feature related content
from targeted media via
Instagram, Facebook, and
Twitter (link to website)
Provide consumers with
relevant content from
like-minded individuals
Foster community
growth and increase
engagement through
shared interests
Week 7 Alison’s Adventures: Pela
Perspective featured on
YouTube and website with
shared links on all social
media platforms
Visual/Audio production
of Alison Teal and her
exploration of polluted
waterways in Canada
with various plastic-free
recommendations
Increase consumers’
comprehension of the
global plastic pollution
problem and raise
brand awareness for
Pela Cases
WEEK 1: News release to key websites and media outlets announcing the Pela X Alison
Teal partnership will generate an initial buzz regarding the overall PR campaign.
Featuring a well-known advocate for plastic pollution will help build interest throughout
the public on any future campaign endeavors while also raising awareness for our EMA
case design.
WEEK 2: Blog post on the website with shared links to post via Instagram, Facebook, and
Twitter with feature a captivating piece regarding the effects of plastic pollution in our
oceans. The post will also mention Alison Teal’s involvement in the PR campaign. By
reaching out to our consumers directly, the post will help to increase Pela’s online
presence while driving awareness for plastic pollution.
WEEK 3: Emailing personalized pitches to targeted media to encourage PR mentions.
These pitches will go beyond mere product promotion as we align our mission with those
contacted. Providing content on how consumers can help reduce plastic pollution to
environmental bloggers and journalists while integrating Pela’s products and mission will
help to broaden our consumer reach and encourage engagement throughout different
demographics and media platforms.
WEEKS 4-6: Pela will feature related content from targeted media via Instagram,
Facebook, Twitter, and website. The focus on shared media during these three weeks will
provide consumers with relevant content from like-minded individuals. This will help
Pela to foster community growth and strengthen the relationship between the brand and
the targeted media. Community growth among our consumers should also increase during
these weeks as engagement through shared interests increases.

5. WEEK 7: A visual production of Alison’s Adventures: Pela Perspective is released to the
public via YouTube and website with shared links provided on all social media platforms.
Serving as the grand finale of the PR campaign, the production will feature a recap of
Alison Teal’s exploration of Canada’s polluted waterways. Teal will provide viewers
with a list of plastic-free alternatives with Pela’s line of Limited Edition EMA Cases as
her featured product. This production should help to increase the overall comprehension
of plastic pollution throughout all target markets while raising brand awareness.
ADDITIONAL RESOURCES
Alison’s Adventures (n.d.). Retrieved from https://alisonsadventures.com
Boyle, E. (n.d.). Reading My Tea Leaves. Retrieved from https://readingmytealeaves.com
Dowler, C. [@CrispinDowler]. Retrieved from https://twitter.com/CrispinDowler
Izak, P. [@paulizakmusic]. Retrieved from https://www.instagram.com/paulizakmusic
RobGreenfield.TV (n.d.). Retrieved from http://robgreenfield.tv