Portfolio - Media Relations

The mission was to encourage eligible Pinellas County customers with suspended driver licenses to pay overdue court and traffic fines, while saving up to 25 percent on collections fees during the Pinellas Clerk’s Operation Green Light – A Driver License Reinstatement Days Event. This initiative aimed to help thousands of individuals with Pinellas County cases looking to save on fees, inquire about a payment plan, and have their driver license reinstated.

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Getting enough media coverage to reach the thousands of drivers who would benefit from this event was the challenge at hand. However, building effective media relationships served to be crucial when aiming to share our story. Pitching the human element in our stories was also key, as there were many drivers in Pinellas with a suspended driver’s license needing a financial break from an otherwise unforgiving system. This narrative helped customers feel they were going to be helped, instead of punished further.