Case Study (Freedom Acres Ranch)
OBJECTIVE
Reposition Freedom Acres Ranch as a trusted, mission driven agricultural brand by shifting public perceptions from controversy to community. The goal was to reintroduce CW and Nicole Mallery as farmers first, educators, providers and advocates through a comprehensive public relations and crisis management strategy.
The Challenge
Freedom Acres Ranch faced a major reputational challenge following years of racially motivated harassment, misinformation, and false online narratives. Their story had been co-opted by outside voices, and media attention focused more on conflict than on their agriculture mission. Public trust was fractured, and opportunities for partnerships and coverage were being derailed by cyber harassment and local hostility.
The immediate need:
Reclaim their story and clarify their mission.
Rebuild trust with their community and supporters
Protect the ranch’s reputation through consistent, credible messaging
Campaign Goal
To reframe Freedom Acres Ranch’s public image around truth, transparency, and community, emphasizing that “We are farmers who want to feed families, protect our land, and live in peace.”
The campaign’s ultimate goal was to make the ranch synonymous with resilience, food equity, and education. Not focusing on conflict.
Phase 1: Narrative Rebuild
Crafted and published a Community Letter reaffirming the Mallerys’ mission and values.
Relaunched Instagram and other digital platforms with cohesive branding and storytelling.
Designed the Farm Store flyer to drive in person visits and build local engagement,
Developed a content calendar and visual strategy to make sure long-term narrative consistency.
Phase 2: Crisis Management & Media Relations
Provided real time crisis communications during waves of harassments and misinformation.
Coordinated national and local media coverage with outlets Urban Spectrum, Colorado Agricultural, Visit Denver, Westword, and influencers like Bella Too Shay
Secured a feature in AG Daily (later removed due to targeted harassment & baseless claims), highlighting the ranch’s resilience and service.
Acted as the ranch’s public representative in sensitive conversations with journalists and stakeholders.
Phase 3: Advocacy & Community Impact.
Facilitated communication between Freedom Acres Ranch, the Colorado Brand Inspection Division, and key agricultural contacts to ensure accurate documentation, updated forms, and proper reporting of missing cattle. Coordinated dialogue between representatives, local inspectors, and the ranch to improve response and transparency around livestock management and inspection processes. Provided PR and administrative support during these exchanges to maintain clarity, professionalism, and protect the ranch’s credibility throughout.
Developed and promoted the language rollout for the Freedom Fall Festival, centering family, land, and farming as symbols of community rebuilding.
Target Audience
Colorado Families seeking local, fresh, and ethical food sources.
Veteran and rural communities aligned with the Mallery’s story of service and sustainability.
Agricultural and political stakeholders advocating for farmer protection and fair policy.
Media and allies focused on human interest and resilience stories in agriculture.
Results
Consistent storytelling across all public channels.
Increased engagement on social platforms and control their narrative.
Positive earned media coverage and improved visibility in local networks.
Restoration of community interests through events like the Freedom Fall Festival.
Expected Long Term Results
Stronger brand recognition focused on authenticity, family, and transparency.
Sustainable relationships with journalists, local partners, and supporters.
Framework for future advocacy and educational programming
Resilience narrative redefined shifting from defense to leadership
Conclusion
LaFynk PR’s work with Freedom Acres Ranch transformed a reactive crisis into a proactive movement. By reframing their identity around their core identity as farmers, LaFynk PR built a foundation for gaining long-term credibility, compassion, and community connection. Freedom Acres Ranch will stand as a model of what happens when a story focused in purpose reclaims their work.