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The Mazatlán Forum is an annual gathering of influential academics and other thinkers from the U.S. and Mexico focused on addressing economic, political and social issues affecting both nations. Since 2013, the Forum has attracted world-renowned experts to discuss solutions to some of the planet’s most pressing problems.

At its third gathering in 2015, the Mazatlán Forum’s U.S. and Mexican participants – including several from the Forum’s sponsoring institutions, the Stanford Center on Poverty and Inequality, the College of Fellows of the Dominican School of Philosophy and Theology (DSPT, in Berkeley, Calif.), and El Colegio de México (Mexico City) – discussed strategies to dramatically reduce poverty in both nations.

OBJECTIVE

  • Secure media coverage in both the U.S. and Mexico
  • Position the Mazatlán Forum as an intelligent source of cross-cultural dialogue on critical issues affecting both the U.S. and Mexico
  • Build relationships with top-tier journalists and reporters who specialize in social issues

CHALLENGE

Discussing poverty is never easy. While most people understand that poverty is pervasive and detrimental, few consider the time, effort and specific steps required to end it. Poverty is easy neither to accept nor reverse.

Not since the 1964 War on Poverty has a radical intervention to the cycle of poverty been undertaken. So the challenge of reawakening interest by the media and public on the subject was no small task.

TACTICS

We began media outreach by researching and engaging with respected U.S. and Mexican journalists known for their focus on poverty and social issues. For additional coverage we carefully segmented the media to target specific categories and markets in the U.S. and in Mexico.

We then compiled comprehensive media lists for each segment and crafted tailored press releases, sent to each journalist with personalized emails.

During the forum, we provided onsite media management, arranged interviews with local media and gathered mediagenic content to share with interested journalists. Having an onsite Fineman PR representative ensured that Mazatlán Forum officials and participants could fully focus on conference work, undistracted by media concerns, safe in the knowledge that the media was being professionally handled.

RESULTS

In a six-week period, Fineman PR secured over 10.5 million media impressions in the U.S. and Mexico. In addition to obtaining media coverage, Fineman PR established significant relationships with many influential social-issue journalists, as well as local and national-level reporters. Media and public relations efforts set in place this year positioned the Mazatlán Forum as a renowned gathering of knowledgeable thinkers and academics, strengthening its reputation and establishing a precedent for future Forums.