How Do You Tell Your Story to the Media?
- Know your local media: daily and weekly newspapers, radio and TV, Internet and blogs, wire services.
- In this digital age, dont discount radio. With the approval of your refuge manager, contact a local radio station to suggest a regular monthly program hosted by the manager or other refuge staff.
- Your local public access cable television station might consider interviewing the refuge manager or Friends president.
- List your events on newspaper, television Web sites as well as Internet sites such as Patch.com.
- Know what makes a good story.
- People. (Who is doing something groundbreaking, fascinating or just unusual?)
- Relating to whats in the news. (How is the drought or sea level rise affecting wildlife on the refuge?)
- Something that is surprising, counterintuitive, oneofakind
- An urgent or unexpected threat. (Are volunteers needed to protect sea turtle nests suddenly exposed by a higherthanusual tide?)
- Contests, festivals, seasonal special events
- Know how to write a good press release.
- Answer the key questions succinctly: who, what, when, where, why.
- Include a date and contact information. Follow up with a phone call and leave specifics in your message.
- Dont depend exclusively on press releasesfollow Twitter and Facebook pages of interested reporters and publications so that you can comment about your refuge or Friends group when its appropriate.
- Target your stories.
- Consider news, features, leisure and lifestyle, travel, oped/letters to the editor.
- Regularly update your media contact lists.
- Build a relationship with individual reporters.
- Know the message you want to convey.
- Identify no more than three key takeaway ideas.
- Keep your talking points short. RadioTV sound bites are 520 seconds.
- Avoid bureaucratic lingo or acronyms.
- Create good photo opportunities to illustrate your message.
Back to Index
Friends Forward Fall 2012
October 28, 2012