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M.NETWORK <br />61RFP NO. 19-07-02 <br />Joe’s Stone Crab <br />Another example of strategic crisis communications is in our work this past year with Joe’s <br />Stone Crab. As you may know, Joe’s is a South Florida icon and a tourist destination. And <br />while you might enjoy a plate of Joe’s Stone Crabs from time to time, you may not realize <br />that Joe’s restaurants, combined with their wholesale stone crab business, supply nearly 1/4 <br />of all the Stone Crabs in the U.S. As the largest supplier of stone crabs, Joe’s also sustains the <br />livelihood of fisherman throughout the Keys and the west coast of Florida. <br />It should come as no surprise, then, that when something like Red Tide threatens the stone <br />crab population, and brings about a historically bad stone crab season, Joe’s, and all those it <br />supports, have a crisis. <br />In this crisis, there were two main communications goals: <br />1. Reassure our patrons that Joe’s is going to be ok. We will have stone crabs <br />2. Raise awareness and put pressure on policymakers to help both mitigate the causes <br /> of Red Tide and defer some of the financial impact it had on our fisherman. <br />To accomplish this goal, The M Network first went to the New York Times with the pitch. We <br />worked that story for several months before the season in hopes to get placement sometime <br />shortly after the season began. <br />https://www.nytimes.com/2018/12/16/us/stone-crabs-florida-algae-red-tide.html