Case StudyCommunity Relations: Miami International Boat Show
The Challenge
The 2022 Miami International Boat Show upset environmentalist activists by conducting test drives in an area with a large West Indian manatee population. An opposition petition garnered 10,000 signatures, threatening the boat show’s permit.
Insights
The boat show must redefine the narrative and turn its greatest weakness into a strength by proactively engaging activists and policymakers.
Execution
Mediated between boat show executives, policymakers, and activists to communicate the company’s manatee protection plan and create goodwill.
Results
Activists did not disrupt operations. 2023 Twitter mentions decreased by 72% over 2022 (482 vs. 135). Media outreach resulted in one neutral and one positive broadcast story from the same outlet that produced the most antagonistic reporting the previous year.
