Sharing Wildlife Stories of the Not-So-Cute Underdogs of Conservation
Featured Image: A white-bellied pangolin at Brookfield Zoo Chicago. The only place in the U.S. where people can see this rare species.
Image Credit: © Brookfield Zoo Chicago
By Sharon Dewar
The Hidden Heroes of Conservation
Zoos often “lead with cute,” and yes, baby otters can break the internet. But real wildlife conservation impact often happens in the quiet work of restoring species that may never grace a calendar page, but their stories are worth telling—and contrary to popular belief, there are audiences who are interested. Through effective public relations strategies, we help bring these vital stories to a wider audience, ensuring the spotlight isn’t always just on the cutest creatures.
Hellbenders, also affectionally known as “snot otters” are being bred and released back to the wild by many accredited zoos in the Midwest, including Columbus Zoo and Aquarium.
Protecting Endangered Species, One Toad and Scaly Mammal at a Time
Recently, we were delighted to see (and help our client secure) stories about Puerto Rican crested toads – a story that graced the front page of the Chicago Tribune – and conservation efforts for pangolins, which earned placement in the Associated Press. The dedicated, behind-the-scenes, decades-long work of Brookfield Zoo Chicago to help breed, release and recover Puerto Rico’s only native toad species and to better understand the biology of white-bellied pangolins is noteworthy. This is a perfect example of endangered species protection at work, with lesser-known species and where effective PR plays a key role in amplifying such stories to ensure they reach the public and decision-makers, creating lasting awareness and support.
Brookfield Zoo Chicago is breeding and releasing Puerto Rican crested toads to recover this species. © Brookfield Zoo Chicago
Restoring Habitats and Ecosystems
In Florida, native snake species like the indigo snake and pine snake are being translocated, tracked and protected, thanks in part to funding from clients like the National Fish and Wildlife Foundation and International Paper as part of efforts to restore healthy forests and stabilize entire ecosystems threatened by invasive species and habitat loss. These habitat restoration efforts are vital to the long-term survival of these species. Through strategic PR campaigns, we highlight these projects, ensuring the importance of habitat restoration doesn’t go unnoticed.
Author Sharon Dewar holds an endangered Louisiana pine snake during a National Fish and Wildlife Foundation event
Small Species, Big Impact
In California, our friends at San Diego Zoo Wildlife Alliance have been translocating endangered Pacific pocket mice—tiny, nocturnal creatures that help restore native grasslands. Even if they’re rarely seen, they matter, and the zoo’s efforts are crucial to their continued survival. Public relations efforts amplify these small species’ stories, helping to educate the public about their critical role in preserving ecosystems.
Telling the Stories of Underdogs in Conservation
The “snot otters” and burying beetles being bred and released in the Midwest by clients like the Columbus Zoo and Aquarium? Stories worth telling! With PR expertise, we help these unsung species get the attention they deserve, showing that every creature, no matter how small or overlooked, plays an essential role in our environment.
At PCI, we love a good story, and our storytellers are skilled at helping others see the allure of species that aren’t traditionally considered cute but are vital to a healthy planet. Through targeted public relations strategies, we pride ourselves on helping people care about what matters —even if it slithers, burrows, or oozes.
