Introduction

Meet Brian Townsend, a retired Drug Enforcement Administration (DEA) special agent who devoted his career to combating drug trafficking and addressing the pressing issue of opioids destroying our communities, particularly the deadly impact of fentanyl. Brian remained relatively unknown beyond law enforcement circles despite his expertise in this field. While his mission was to educate the public and professionals about the dangers of drugs, accidental poisonings, and young lives lost to drug interaction, he lacked the platform to amplify his voice.

Gaffney Austin Faced Challenges

We needed to move Brian from Low Public Awareness to Recognition—One major obstacle Brian encountered was the lack of acknowledgment from media outlets or social influencers using blogs, podcasts, or social media platforms.

We called him a Specialized Expert Ripe for Mainstream Attention—Although Brian’s knowledge and experience were vital, they were highly specialized, making it challenging for him to attract interest in the media.

We studied the Competitive Landscape to Make Him a Standout—The field of discourse around drugs like fentanyl and opioids was dominated by family members who had lost a loved one. That was not the case with Brian; he was an expert, advocate, and the executive director of an organization to further awareness. Many media outlets were skeptical of his mission, making it hard for Brian to distinguish himself.

Our Approach

Strategized Brand Elevation—As Brian’s PR representative, Gaffney Austin formulated a plan to raise his profile and establish him as an authority in his area of expertise while securing placements in media outlets.

Media Training Support—Gaffney Austin recognized the importance of effectively conveying his message, so the team trained Brian and worked with him to be prepared for news media opportunities across multiple platforms.

Strategic Engagement to Target the Identified Journalists within law enforcement, public health, and drug policy domains, Gaffney Austin tailored pitches that aligned with their editorial calendars to impact news trends. The team found mainstream news stories and jumped on those to ride the wave of public interest. We reached out to media outlets to tell them we had an expert who could offer insight.

Thought Leadership Initiatives—To establish Brian as a figure in crises, Gaffney Austin developed op-eds and press releases under his name. We showcased his insights and offered solutions. We acknowledged that he was a “fresh voice” who recently retired from the Drug Enforcement Administration with experience.

Leveraging Credibility Building Blocks—By securing quotes from publications like a feature in CNN, Gaffney Austin used each placement strategically to build momentum around Brian’s growing influence.

Outcomes

Increased Visibility—Brian was quoted in several high-profile publications and eventually featured on Fox News Network discussing drug risks popping up on beaches in South Florida. This led to significant growth. Brian went from having no media presence before working with us to several media interviews and multiple podcast guest appearances.

Enhanced Public Recognition—Brian’s standing as an expert significantly rose after our collaboration, which resulted in speaking opportunities. Now, due in large part to our collaboration, he is hosting a Summit to influence policy discussions about the dangers of Fentanyl.

Powerful Messaging Impact—With our support, Brian honed his messages, making topics easily relatable and captivating for audiences while revealing complexities about how the fentanyl crisis affects communities.

Conclusion

Our partnership with Brian Townsend serves as evidence that a strategic public relations effort can successfully transform someone that is deeply knowledgeable into an influential thought leader across the board. By raising his profile and capturing high-impact media opportunities, Gaffney Austin has successfully propelled Brian out of anonymity into becoming a voice when it comes to discussions related to the dangers of illicit fentanyl.