The Public Relations Podcast: Crafting a green PR campaign for Dr Juice
PRSS WRKS Founder Ivan Martin featured on The Public Relations Podcast.
The full episode of The Public Relations Podcast is available on Spotify, here.
In 2024 PRSS WRKS worked with Dr Juice to secure meaningful news coverage of their bold decision to introduce Malta’s first fully circular cups.
The project was an exciting first for Malta - the first beverage containers to be produced, used, and fully recycled right here on the island.
Dr Juice is doing all this at zero profit with the ambitious goal of saving around 20 tons of packaging waste from being landfilled every year.
It’s a truly incredible story.
But how do you craft a PR and news media campaign about a green business development when the news almost always focuses on the negative in this sector?
How do you prepare for claims of ‘greenwashing’? And how can you use media partners to add fuel to the launch fire?
PRSS WRKS Founder Ivan Martin sat down with renowned PR and comms journalist Richard Midson for an episode of The Public Relations Podcast to look under the hood of this media campaign.
The episode delved into how PRSS WRKS approached the problem in a way that worked for the public, the client, and the press.
How do you get the messaging right on sustainability, without overpromising and without losing focus on the goal?
And, what have we learned about creating media partnerships to maximise positive coverage and exposure?
The full episode is available on Spotify, here.
