Posted by: Ian Ross | February 29, 2008

Frogs Get Media Attention On Leap Day (Feb 29)

Kudos to the Toronto Zoo’s PR department for using Leap Day (Feb 29) as the perfect opportunity to highlight the plight of the world’s amphibians.

kermit.jpgA very sharp public relations move. How can any reporter resist such a cute segue?

And of course, this is an opportunity that comes up only every four years. On any other day, this type of announcement would not be a priority at the assignment desk.

The Toronto Star called it a ‘cute gimmick’ but it certainly worked. Hours after the event, an article was on the frontpage of its online edition plus a one minute video (yes, the Star has gone multimedia). I expect there will be a number of broadcasts tonight and papers tomorrow carrying the story.

The zoo is supporting the Year of the Frog campaign that aims to raise awareness among national governments, world media, school educators and people generally about the vulnerability of amphibians and the extinction crisis they face.


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