Protecting California’s Native Salmon, Steelhead and Trout

Photo Credits (left to right): Linnea • Will Boucher, California Sea Grant • California Trout

Most of California’s native salmon, steelhead, and trout populations face the threat of extinction within the next 50 to 100 years. The non-profit group California Trout works to protect these iconic native fishes throughout the state by finding solutions that also benefit people. CalTrout conducts research, advocates at the legislative level, leads coalitions of disparate stakeholders, educates the public, and spearheads innovative habitat restoration projects.

For more than a decade, whether managing CalTrout’s coalition communications efforts, arranging press events, or writing talking points, press releases, and other materials, Public Good PR supported this organization’s goals in myriad ways. For example, when CalTrout and partners issued the milestone report State of Salmonids II: Fish in Hot Water, Public Good PR helped the report gain widespread media coverage in national outlets, major statewide dailies (including a front-page article in the San Francisco Chronicle), TV and radio outlets, numerous local and regional papers, and online news sites and blogs. We worked to ensure CalTrout’s projects around the state earn positive media coverage, from policy initiatives in Sacramento, to habitat restoration efforts throughout the state, to research projects in the Central Valley and the high Sierras, and more.