Anna Morais
University of Rhode Island
Writing for Public Relations: Final Portfolio
December 19, 2017
To: jdoe@newspaper.com
Subject: Patagonia Backgrounder
Patagonia Backgrounder
For immediate release
Dec. 19, 2017
Patagonia started out as a small company that designed tools for mountain and rock climbers.
Today, the company constructs clothing for climbing, skiing, snowboarding, surfing, fly fishing,
paddling and trail running. Though these sports are vastly different, they all have one major thing
in common - silence. None of the sports Patagonia designs for tend to deliver audience cheers, or
require motors. In each of these sports reward comes from the handwork that was put in, and the
connection between the competitor and nature.
Patagonia aims to design and construct the best possible products, that will cause no undue harm
to the environment. Patagonia’s company values reflect those of the average climber or surfer.
All of the company's products feature a minimalist style that validate Patagonia’s bias for
simplicity and utility.
Patagonia understands that nearly all business activity, whether it be the use of electronics within
stores or the dyes required to color clothing, creates pollution. In turn, the company does all that
it can to reduce environmental harms. When possible, the company uses recycled and organic
materials in their clothing. Patagonia also donates at least one percent of their sales to several
grassroots environmental organizations dedicated to preserving Earth’s beauty.
The company has been in operation for over thirty years and still stays true to the values that
were developed when they were still a small climbing business. These values are have helped
shaped the company, its brand, and products into the successful company it is today.
###
For more information:
Anna Morais
Director of Public Relations
Office: 401-555-9826
annamorais@patagonia-relations.com
To: jdoe@newspaper.com
Subject: Patagonia sues Trump Administration
Patagonia Announcement News Release
For Immediate Release
Dec. 19, 2017
Patagonia sues Trump Administration
Ventura, Calif. - “The President Stole Your Land.” On December 4, 2017 this message was
boldly displayed on Patagonia’s homepage in response to the Trump administration’s decision to
revoke national monument status from and shrink Bears Ears and Grand Staircase-Escalante
national parks by 85 percent. This is the largest elimination of protected land in American
history.
Trump’s proclamation to decease the size of these two national monuments was made without a
visit to Bears Ears, or a meeting with tribal leaders. In making his decision to revoke national
monument status for 85 percent of Bears Ears, Trump has also revoked legal protection of
multiple historic, scientific, and cultural areas by default.
“President Trump’s decision to decrease the size of two National Monuments is an extreme
overuse of power, and overreach in authority. We as a company, and as individual members of
society will not stand for this and will do all that we can to preserve our nation’s beauty,” stated
Lilly Louder, Patagonia’s legal correspondent.
Patagonia, a clothing company that emphasizes the importance of sustainable design, has joined
together with Native American, historic, conservation, scientific, and outdoor recreation
organizations to sue the Trump administration.
“The environment is not only the inspiration of all Patagonia products, but the root of the well-
being of mankind. Though some may find our out-right political activism as uncalled for or
unprofessional, I am incredibly proud of what my company stands for and has become,” stated
Patagonia’s founder, Yvon Chouinard.
About Patagonia
Patagonia is an American outdoor, sustainable clothing company headquartered in Ventura,
California. The company was founded in 1973 by accredited rock climber Yvon Chouinard.
Patagonia is an “activist company” that aims to raise awareness and funds to support
environmental grassroots organizations. To learn more about Patagonia visit www.patagonia.com
###
For More Information
Anna Morais
Director of Public Relations
Office: 401-555-9826
annamorais@patagonia-relations.com
To: jdoe@newspaper.com
Subject: Better than new
Patagonia Feature News Release
For Immediate Release
Dec. 19, 2017
If it’s broke, fix it!
Ventura, Calif. - Clothing that is built to last? That is almost unheard of these days. Patagonia, a
clothing company dedicated its customers and the environment, has launched Worn Wear. After
several trial runs across America and Europe, Patagonia’s Worn Wear has become a permanent
division of the company.
Patagonia’s Worn Wear is a division of the company that invites customers take part in
Patagonia’s initiative to share responsibility in extending the life of Patagonia products. To take
part in Patagonia’s Worn Wear program one must simply buy Patagonia clothing, new or used,
and wear it until it has been ‘so packed full of memories that the seams might burst.’ At this point
one can trade the item in online, or in store, and receive store credit for half the value that
Patagonia will sell the product for. This credit can be used to purchase a new Patagonia product
or one that has been refurbished by the Worn Wear team.
“I recently ordered my daughter a winter jacket through Patagonia’s Worn Wear program. She
loves the jacket, and couldn't even tell that it was used. Her ‘new’ jacket is warm, well
constructed, and will last her for winters to come,” said happy customer, Jaqueline Walsh.
Patagonia’s Worn Wear division was a direct result of the company’s 2013 ‘Don’t Buy This
Jacket’ campaign. This campaign, alongside Worn Wear aim to discourage customers from
purchasing products that they do not actually need, as both overconsumption and overproduction
lead to environmental decay. The company encouraged its customers to support ‘The Common
Threads Initiative,’ a pact that ask customers to buy only what is needed, repair products that
break, and re-use or recycle everything else. Though the campaign was risky, it helped Patagonia
establish their dedication to lasting products, and the environment.
“We were disgusted by the fact that so many people would throw our products away when a
button fell off, or the fabric tore. We stand behind our products and with our customers. Worn
Wear was launched so that we could simultaneously build durable clothing and relationships with
our customers,” stated Patagonia founder, Yvon Chouinard.
Save a few dollars, and the environment at the same time with Patagonia’s Worn Wear.
Pitch
To: mgarrity@providencejournal.com
Subject: Patagonia Worm Wear Event
Dear Ms. Garrity
Are you and your readers interested in staying warm this winter? Lucky for you Patagonia’s
Worn Wear tour will be making a stop in Providence on January 27, 2018. The Worn Wear truck
will be on the Lawn of the Rhode Island Statehouse from 9 a.m. until 4 p.m. Worn Wear
employees will be repairing, selling and exchanging Patagonia clothing.
Patagonia’s decision to make Worn Wear a permanent division of the company has been met with
high praise. The company is thriving and saving the environment at the same time, making this
event ideal for your trendy, and environmentally concerned readers. The Worn Wear division
aims to encourage Patagonia customers to repair or recycle old Patagonia clothing. Worn Wear
employees will be available to repair old Patagonia products, and to sell used products at a
discounted cost. Those who have old Patagonia apparel are welcome to turn items in, in
exchange for Patagonia store credit. As you are a notable lifestyle journalist I encourage you to
attend this event that will benefit your readers in several ways. Your recent articles on holiday
fashion and winter apparel correlate with this opportunity to learn more about Patgonia’s Worn
Wear and related environmental initiatives.
Patagonia hopes this event will reach a wide audience across Rhode Island, therefor it is
important it be covered by the Providence Journal. Patagonia representatives and Worn Wear
ambassadors will be available in the coming weeks for phone, or Skype interviews.
I will contact you on Thursday, Jan. 11 to see if I might be of any help on a possible story on
Worn Wear’s event. Thank you for your time and consideration.
Sincerely,
Anna Morais
For More Information
Anna Morais
Director of Public Relations
Office: 401-555-9826
annamorais@patagonia-relations.com
Bite:
Patagonia sues Trump Administration
Snack:
Patagonia sues Trump Administration
Ventura, Calif. - “The President Stole
Your Land.” On December 4, 2017
this message was boldly displayed
on Patagonia’s homepage in response
to the Trump administration’s
decision to revoke national
monument status from and shrink
Bears Ears and Grand Staircase-
Escalante national parks by 85
percent. See Full Article
Meal:
Patagonia sues Trump Administration
Ventura, Calif. - “The President Stole Your Land.” On December 4, 2017 this message was
boldly displayed on Patagonia’s homepage in response to the Trump administration’s decision to
revoke national monument status from and shrink Bears Ears and Grand Staircase-Escalante
national parks by 85 percent.
Trump’s proclamation to decease the size of these
two national monuments was made without a visit
to Bears Ears, or a meeting with tribal leaders. In
making his decision to revoke national monument
status for 85 percent of Bears Ears, Trump has also
revoked legal protection of multiple historic,
scientific, and cultural areas by default.
“President Trump’s decision to decrease the size of
two National Monuments is an extreme overuse of
power, and overreach in authority. We as a
company, and as individual members of society will not stand for this and will do all that we can
to preserve our nation’s beauty,” stated Lilly Louder, Patagonia’s legal correspondent.
Patagonia, a clothing company that emphasizes the importance of sustainable design, has joined
together with Native American, historic, conservation, scientific, and outdoor recreation
organizations to sue the Trump administration.
“The environment is not only the inspiration of all Patagonia products, but the root of the well-
being of mankind. Though some may find our out-right political activism as uncalled for or
unprofessional, I am incredibly proud of what my company stands for and has become,” stated
Patagonia’s founder, Yvon Chouinard.
About Patagonia
Patagonia is an American outdoor, sustainable clothing company headquartered in Ventura,
California. The company was founded in 1973 by accredited rock climber Yvon Chouinard.
Patagonia is an “activist company” that aims to raise awareness and funds to support
environmental grassroots organizations. To learn more about Patagonia visit www.patagonia.com
###
For More Information
Anna Morais
Director of Public Relations
Office: 401-555-9826
annamorais@patagonia-relations.com
Social Media Posts
Mobile Messaging
Initiated:
Patagonia wants to save our country’s national monuments.
Response: Text MONUMENT to 626262 to donate $1 to help Patagonia save Bears Ears and
Grand Escalante National Parks. Msg&Data rates may apply.
Initiated:
Interested in saving a few dollars and the Earth at the same time? Patagonia’s Worn Wear truck
will be in Providence all day on January 27.
Response:
Text WWEVENTS to 626262 for a complete list of all the stops on the 2018 Worn Wear tour.
PATAGONIA RADIO ADVERTISMENT PRODUCTION SCRIPT
———————————————————————————————————————
Title: Patagonia Winter Warm-Up Sale
Client/ Sponser: Patagonia
Air Time: 15 Seconds
Air Dates: November 24-December 26
Do not be cold this winter, stop by your local Patagonia retailer and take advantage of the Winter
Warm-Up sale. Sales are up to seventy percent off on select items. Stay warm this winter with
Patagonia! ###
———————————————————————————————————————
Title: Patagonia Winter Outdoor Sale
Client/ Sponser: Patagonia
Air Time: 30 Seconds
Air Dates: November 24-December 26
Do not stay inside all winter, stop by your local Patagonia retailer and take advantage of the
Winter Outdoor Sale, running from today until December 26. Select items, like ski, snowboard,
fly fishing, biking, surfing and climbing gear are on sale for up to forty percent off. Worried
about getting cold? Don't! Winter apparel is on sale for up to seventy percent off. Don’ be bored
this winter. Get outside and stay warm this winter with Patagonia! ###
———————————————————————————————————————
Title: Patagonia Winter Outdoor Sale
Client/ Sponser: Patagonia
Air Time: 60 Seconds
Air Dates: November 24-December 26
Do not stay inside all winter, stop by your local Patagonia retailer and take advantage of the
Winter Outdoor Sale, running from today until December 26. Athletic items, like ski, snowboard,
biking, fly fishing, running and climbing gear are on sale for up to forty percent off. Are you still
inside because you are worried about getting cold? Don't be worried! Patagonia winter apparel,
such as coats, hats, and gloves are on sale for up to seventy percent off. Interested in looking
good, and doing good this holiday season? Make sure to check out our fair trade certified
clothing! Patagonia recycled wool and cashmere apparel is on sale for thirty percent off. Don't
have time to shop in person? Visit www.patagonia.com to shop online. Don’t be bored this
winter. Get outside and stay warm this winter with Patagonia! ###
19 December 2017 / Leave a Comment
According to Patagonia We’ve Been Robbed!
It is not often that a company takes a public political stance, but it is rare that a company sues the
President’s administration. On December 6, 2017 Patagonia announced a lawsuit against the
Trump administration who aims to revoke National Monument status from Bears Ears and Grand
Escalante National Parks, and shrink the size of the parks by 85 percent.
On December 4, 2017 this image(left) was the entirety of
the Patagonia website’s homepage.
“The President Stole Your Land”
“In an illegal move, the president just reduced the size of
Bears Ears and Grand Staircase-Escalante National
Monuments. This is the largest elimination of protected
land in American history.”
Patagonia’s mission statement states the company’s dedication to the environment, ergo its
decision to file a lawsuit to conserve national monuments. However many do not think that
Patagonia’s motives are that simple. Many believe that Patagonia is suing the Trump
administration so that it does not suffer as a result of the loss of climbing structures found within
the national landmark. Patagonia tests climbing, hiking, and biking equipment in Bears Ears.
The House Natural Resources Committee has gone as far to call a boycott on Patagonia
products. The committee stated “Patagonia is lying to you,” eventually going on to say that
Patagonia is trying “to sell more products to wealthy elitist urban dwellers from New York to San
Francisco.”
Fortunately for Patagonia, there has been a rise in sales in the past weeks as a result of its
dedication to the environment. This is not the first time Patagonia has seen a rise in profits as a
result of an unusual ploy. You can read about the company’s ‘Don’t Buy This Jacket’ campaign
here.
What do you think about Patagonia’s decision to take legal action? Does the company truthfully
care about the environment, or does it only want access to the parks to test its equipment? Share
your opinion in the comments.
