Awarded 2006 PRSA Lookout Chapter Incline Award Honorable Mention

Thunder Enterprises (Thunder) needed help convincing the Tennessee Valley Authority (TVA) to approve its application to buy 578 acres of land in Marion County, Tennessee. In exchange, Thunder offered to give TVA 1,100 acres of historically and environmentally significant properties located along the Tennessee River.

Even though the proposed “land swap” was mutually beneficial, concerns arose over the environmental impact on the land that Thunder envisioned to become Nickajack Shores. Waterhouse Public Relations was hired to help Thunder assure TVA and local residents that Nickajack Shores would maintain the environmental integrity of the area and would be an asset to the community.

Objective

To garner a “yes” vote from TVA that would allow Thunder to purchase the property.

Strategies

Waterhouse PR understood that Thunder would have to gain support from community leaders, elected officials, Native Americans, local residents, environmental groups and Marion County to influence TVA’s decision. To establish positive brand awareness, Waterhouse PR created a proactive media and community relations campaign that provided continuous communication to key audiences. This allowed Thunder to garner support, dispel rumors, and solicit partners to write letters of support to the media and TVA.

Results

On September 28, 2005, the TVA board of directors unanimously voted to approve the sale of the land, ensuring Thunder an opportunity to bid on it at auction.

In addition to achieving its goal, Waterhouse PR helped Thunder gain the support of Tennessee Governor Phil Bredeson, the Tennessee Wildlife Federation and the Marion County Chamber of Commerce. Waterhouse PR also generated more than 30 positive media placements.

On February 28, 2006, Thunder Enterprises successfully purchased the land from TVA at auction.