Puerto Rico desperately needed federal disaster relief, but perceptions about financial mismanagement by Governor Ricardo Roselló’s administration had made federal lawmakers hesitant.
The Puerto Rico Federal Affairs Administration (PRFFA) had limited communications personnel to shape positive narratives or respond to growing negative media attention. As interview requests went unanswered and arranged interviews were cancelled at the last minute, opportunities to make the case for relief funds grew scarce.
After a comprehensive communication audit, we designed a strategic plan to increase media awareness of Puerto Rico’s need for assistance and counter the financial mismanagement narrative with stories of good governance by the Roselló administration.
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