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Clients in the News

Pacific Forest Trust on CBS Evening News

By Patrick Kowalczyk, 7 August 2024

PKPR secured a significant win for Pacific Forest Trust with a segment on CBS Evening News with Norah O’Donnell, showcasing the organization’s innovative “good fire” approach to forest management. CBS talked to Pacific Forest Trust co-founder Laurie Wayburn about the vital role of controlled burns in wildfire prevention, demonstrating the practice during a prescribed burn in McCloud, CA. The segment aired in markets coast to coast, from Boston to San Francisco, positioning Pacific Forest Trust as a pioneer in climate-smart conservation and wildfire management.

PKPR Client: Pacific Forest Trust

Since 1993, Pacific Forest Trust has created economic incentives that reward private forest owners for conserving their lands and practicing sustainable forestry.

PKPR has served as Agency of Record since 2022, raising the organization’s national and regional profile to influence policy on climate, wildfire prevention, and biodiversity. We’ve securing a major segment on CBS Evening News about prescribed burns that reached over 2 million viewers. We’ve also placed a steady stream of thought leadership, from op-eds in The Hill and Los Angeles Times to two New York Times letters to the editor within three months.

By cultivating relationships with key journalists, PKPR has positioned Pacific Forest Trust as a go-to expert on forest and wildfire policy, with regular coverage and commentary in outlets like Bloomberg, USA Today, and Politico.

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