Regional Media Relations and Community Engagement
When Hurricane Harvey hit southeast Texas in 2017, Qatar responded immediately, establishing the $30 million Qatar Harvey Fund to assist displaced residents and community organizations serving their needs. In 2021, as a part of this donation, Houston-based nonprofit Target Hunger leveraged $426,000 to build a mobile food pantry to fight food insecurity in the Houston and Harris County areas. Target Hunger needed to secure the right coverage to connect with local communities to raise awareness of the services it provides.
Proof pitched to TV network affiliates to ensure attendance at the event so they could show viewers Qatar Harvey Fund’s direct impact in Houston. Using the State of Qatar’s deep ties with the Houston community, Proof pitched reporters to highlight the real impact of the donation to Houston in a time of need.
As a result of Proof’s pitching to TV network affiliates, the Embassy of Qatar received:
- Positive coverage of the event with KPRC-TV (NBC) that was aired live and was published online, with a total unique views per month (UVPM) of 3.7M.
- Live coverage of the event with KRIV-TV (FOX) and an interview with an Embassy spokesperson. The 3-minute-long package aired live and was published online with an accompanying written story, reaching a potential audience of 1.6M.
- Repost of the press release from KIAH-TV (CW) with a total UVPM of over 558K.