Marine conservation, fisheries management and European ocean policy are highly specialised subjects. They involve scientific evidence, technical terminology and complex regulatory processes that can struggle to secure sustained attention within a fast-moving mainstream news environment.

Purpose was tasked with transforming this material into compelling editorial stories while maintaining scientific accuracy and policy integrity. The campaign also needed to connect European developments with issues of direct relevance to Cyprus, including small-scale fisheries, island communities, coastal economies and the protection of the Mediterranean.

The objective extended beyond securing coverage for individual announcements. Purpose needed to create a continuous editorial presence throughout Cyprus’s EU Presidency, build familiarity with Oceana among journalists and position its representatives as credible commentators on current marine and fisheries policy.

Achieving this required strong editorial judgement, careful timing and a detailed understanding of how political, environmental, European affairs, economic and general news desks approach complex policy stories.

• Purpose developed an integrated earned media strategy designed to create a continuous pipeline of editorial opportunities and establish Oceana as a dependable source of information, analysis and expert commentary:
• Editorial Storytelling: Identified the strongest news angles within Oceana’s research, policy positions and advocacy priorities, connecting European developments with issues relevant to Cyprus and the wider Mediterranean. Purpose translated complex material into clear, accessible narratives adapted for print, broadcast, radio and digital media.
• Proactive Press Office Management: Operated a bilingual press office throughout the programme, managing planned activity, daily media enquiries and emerging opportunities. Purpose drafted, translated and distributed ten bilingual press releases and produced press kits, factsheets, briefing documents, background materials and spokesperson messaging, while continuously monitoring policy and media developments.
• Targeted Editorial Outreach: Tailored outreach to the interests, formats and deadlines of individual journalists and publications. Political and European affairs correspondents received detailed policy context, while environmental, economic and general news journalists received angles suited to their audiences. Individual pitching and consistent follow-up secured interviews, features, opinion articles and expert commentary across leading national media.
• Thought Leadership and Expert Positioning: Positioned Oceana’s leadership and subject-matter specialists as credible commentators on marine conservation, sustainable fisheries and European ocean policy. Purpose selected the most appropriate spokesperson for each opportunity, developed key messages and coordinated interview preparation, securing six executive and expert interviews, two opinion articles, one editorial feature and regular expert commentary.
• Media Briefings and Events: Used media briefings and flagship events to give journalists direct access to Oceana’s experts and support greater editorial depth. Purpose managed invitations, registrations, journalist liaison, interviews and bilingual press materials, while focused post-event outreach generated further interviews and coverage.
• Sustained Media Impact: Connected press releases, interviews, opinion articles, briefings and events within a coordinated editorial sequence that maintained momentum throughout the program. The campaign generated over 180 earned media placements across print, online, television and radio, an estimated PR value exceeding €360,000, over 160 backlinks, ten bilingual press releases, six executive and expert interviews, two opinion articles, one editorial feature and regular media briefings. Coverage appeared across Cyprus’s leading newspapers, television stations, radio programmes, news agencies and digital publications.