Christina Kreitzer: The Goldman Environmental Prize was established... by... Richard and Rhoda Goldman to recognize achievements by global grassroots environmentalists. [Its] media goals are to drive national and international coverage... to increase support and awareness of the prize winners' issues.
What made Frontline such a good hit? How did you pitch the producer and reporters there?
Kreitzer: Frontline is well-respected nationally for its in-depth coverage of issues, which made it a great target. I reached out to Frontline correspondent Marjorie McAfee with an invitation to attend the prize ceremony in April and included a sneak peek of the winners' profiles.
During a follow-up phone call, [she] expressed interest in visiting one of the winners, singer Feliciano dos Santos, in his native country of Mozambique, to film a profile.
Did you help facilitate McAfee's visit to Mozambique? What other information did you provide to help clinch this placement?
Kreitzer: I did work with [McAfee] on setting up some of the details of her trip and set up an additional interview with [Santos] in San Francisco. Our agency also media trained Feliciano so he could talk about his issue of proper water sanitation. In addition, I provided photographs and made sure [McAfee] understood the role the Goldman Environmental Prize plays in highlighting key grassroots environmental initiatives around the globe.
What was the impact of the hit?
Kreitzer: The 11-minute Frontline [segment] showed [Santos] in his hometown and really brought the issue of proper water sanitation to the forefront... It raised the profile of both [Santos'] work and the prize itself.
Name: Christina Kreitzer, account executive at Allison & Partners (San Francisco)
Placement: PBS' Frontline, May 27
Pitch timeline: Three months