SYNTHETIC TURF COUNCIL
Challenge:
Representing a multi-billion dollar industry, the Synthetic Turf Council (STC) was founded in 2003 to promote synthetic turf and assist buyers with the selection, use and maintenance of its products in sports field, golf and landscape applications. Although demand for synthetic turf had escalated to 800 new athletic field installations annually, the association faced a critical juncture in September 2007. Misinformation about the safety of synthetic turf became pervasive. The general public had no place to turn to receive honest, unbiased answers. Negative media coverage began to appear, despite a significant library of independent, current and credible research proving otherwise. So, the STC turned to Shira Miller Communications (SMC) to create a comprehensive Public Outreach and Education Campaign.
Solution:
Our communications strategy involved positioning the STC as the leading source of information about synthetic turf, while creating positive relationships with media, the public, other trade associations and STC members. With international research validating the safety of synthetic turf, media relations efforts focused on discerning between science and speculation. We enriched STC's website, created strong educational materials, developed a community outreach effort and influenced media to report balanced, favorable news coverage. In April 2008, an unforeseen crisis struck when the New Jersey Department of Health and Senior Services announced elevated lead levels in three synthetic turf fields. They called for the U.S. Consumer Product Safety Commission (CPSC) to investigate and it raised a tremendous alarm across the country. We worked closely with STC President Rick Doyle and the Board, talked to scientists who validated the safety of synthetic turf, developed key messages, fielded more than 100 media calls, educated the public through web postings and news releases, honed communication materials and developed guidance for STC members. Validation came when the CPSC issued a statement in July 2008 indicating synthetic turf was safe for install and play.
Since the onset of our relationship in 2007, we have shared the STC's key messages via the website and through media relations. Site visitors increased from 60,000 in November to 109,341 site visitors in January, 91,381 in February and 133,646 in March. When the lead chromate crisis hit, those numbers skyrocketed to 290,255 visits in April and 225,586 in May. Working with media outlets ranging from the Wall Street Journal and Associated Press to USA Today, SMC helped introduced balance to hundreds of print and television stories that would have been negative and promoted favorable coverage when possible. In addition to making a difference with the public, membership grew dramatically as the STC demonstrated that it was an effective and persuasive voice for the synthetic turf industry.
"The team at Shira Miller Communications has become an indispensable resource of advisors to the Synthetic Turf Council. They have brought to us a strong record of accomplishment, creativity and experience with boundless energy and highly effective skills. The firm’s work has helped to ensure a strong, thriving future for our industry."
-Rick Doyle
President, Synthetic Turf Council
