No More Homeless Pets Forum February 21, 2005 Get Your Sound Bites Ready!

Is your organization getting the media attention you want and need to succeed? Learn how to reach out to local media and shine in the spotlight, as Dave Ortiz of Best Friends Animal Society and Anita Kelso Edson of the SPCA of Texas reveal their best media relations tips.

Introduction from David Ortiz:

For anyone doing animal welfare work, the reasons for establishing and maintaining a relationship with the media are to attract volunteers and donors; to educate the public about spay/neuter, shelter adoptions, and the joys of pet ownership; to attract attention to animals in special circumstances; and, most importantly, to get animals into loving homes.

The success of your humane organization depends in part on effective relations with the media. To promote adoptions, encourage spay/neuter, raise the public's awareness of animal welfare issues, and raise funds, you need to spread the word about what you and your organization are doing, and why you're doing it. And the best way to reach a wide audience is through the media.

Introduction from Anita Kelso Edson:

Has your shelter staff ever accidentally euthanized the wrong animal? Has your rescue and investigations team ever been involved in a controversial case? Has an animal in your shelter with an unknown background ever bitten a volunteer or customer? Has a customer ever adopted an apparently healthy pet who died unexpectedly the next day?

At the SPCA of Texas, these are just some of our challenges that have been covered by the media. And for anyone in animal welfare, these challenges are reasons to establish and maintain good media relationships.

Your media contacts can help attract volunteers and donors, educate the public about responsible pet ownership, draw attention to special-needs animals and, most importantly, facilitate adoptions.

And when you readily address the tough issues, your media contacts are much more likely to respond to the positive stories as well, stories such as these:
- A microchipped dog who finds his way to your shelter is traced to his owner in another state
- A stray cat found under the hood of a car and suffering from two broken legs is treated and later adopted by the same people who found her
- An ordinary, mixed-breed dog from your shelter becomes a U.S. customs border protection division canine
- A former shelter dog participates in the wedding of her new owner
- A fire in your shelter draws the public's attention and generosity with more than $22,000 in donations

Dallas/Ft. Worth, home of the SPCA of Texas, is the seventh largest media market in the U.S. and home to more than 50 humane agencies and animal control centers. This means that there is a lot of media at our disposal, but it also means there is a lot more competition for stories, which can make it harder to get noticed. I'll talk about how to get your organization to stand out and how to optimize your publicity opportunities.

Questions

What if we send our stories to the wrong reporters?
How do we know if we're getting printed?
What is the AP and how can it help our group?
Letters to the editor vs. news releases
Getting media attention 101
How to sell news about feral cats
How do press conferences work?
What if we get bad press?
What is a sound bite and how can it help the animals?
Media do's and don'ts

What if we send our stories to the wrong reporters?

Question from Michelle:

Is there any detriment to sending a news release on to all of our media contacts, even if that particular reporter doesn't usually cover animal stories? We're hoping we might catch their interest or that they'll pass it along to someone who will make a story out of it or print it for us.

Response from Anita:

It's best to tailor your lists as much as you can. For example, you don't want a listing about a regularly scheduled monthly event like an offsite mall adoption going to the assignment desk at a local TV news station unless there is something out of the ordinary and newsworthy that will be happening there.

Their mailboxes are cluttered enough, and the more unusable material they receive from you the more likely they are to ignore your releases after a while. If you have a general list, it's OK to send a news release out to everyone to cover all your bases, especially if it's really newsy. By all means keep your animal beat reporters in the loop as well. Also, depending on the angle of your story, the animal reporters may not always be your best bet. Business and finance reporters may be more interested in a unique planned giving or fundraising story; hard news reporters may be interested in a rescue and investigation even that could lead to criminal charges being filed.

Know who's who and don't hesitate to ask reporters if they mind being on your "general" list; most of the time they won't mind, but use your best judgment. At the SPCA of Texas, we have separate lists depending on the nature of the story, and we often contact reporters by phone or separate emails if it's a follow-up story to one they've already done. What you don't want to happen, though, is to inadvertently omit someone who might be interested in hearing what you have to offer, so get to know your media contacts.

Response from David:

There is no detriment, but sometimes a news reporter who covers a particular beat, like city politics or crime, will not do anything with your news release. In smaller media outlets, it is likely they will pass it on to an editor or fellow reporter, but in larger outlets, this often does not happen, unless it is breaking news. It doesn't hurt to send a "mass fax or e-mail" to all your media contacts, but be aware that quite often, it might get tossed away.

Your best bet is to check with your local newspaper, radio and television station and find out to whom your news release should be sent. Sometimes it is an editor or a reporter who has covered animal stories in the past. Also, find out their preferred delivery, whether by fax or e-mail. This increases the chances that your news release will be read and hopefully, picked up.

How do we know if we're getting printed?

Question from Kyle:

Sometimes a blurb about our organization will get written up in the paper and we won't even know about it until a member of the community mentions they heard about us 'in the paper'. A lot of times if we find out from a volunteer doing an online search or from someone who just happened across it. Is this normal for the media to give a group press without notification? And, is there a better way to find out if something has or is going to be written up?

Response from Anita:

Yes, often times it's common and a pleasant surprise, to receive media attention that you don't initiate. This can be difficult to track as well. It's best to invest in a clipping service so that you receive as many of these stories as possible. Clipping services can sort stories by region, and don't hesitate to ask them which newspapers and periodicals are on their reading list. In addition, it doesn't hurt to subscribe to newspapers that aren't on the clipping service's list if that's a newspaper or publication to which you send stories on a regular basis. Many times clipping services don't include community newspapers and smaller periodicals. This way you've covered all your bases.

If you have a hunch something might be published outside your service's region, contact the service in advance to see if they can do a one-time only search in that region. If you do receive "free" media attention, by all means contact the reporter or find out who was responsible and let them know that you saw it and that you really appreciate it.

If they ran an item about a clinic special you were offering and you got a great turnout, let them know what the results were, for example, "With your help we were able to spay and neuter 100 animals this week, and this will have far-reaching effects in helping to control the pet overpopulation problem in our community." Even if their story didn't have a measurable impact, let them know that you saw it... and of course, take this opportunity to ask them if they'd like to be on your distribution list.

Response from David:

Yes, it is standard procedure for news organizations to run a blurb or news item without letting your organization know. Newspapers write about a variety of topics, sometimes based on news releases from organizations. Taking the time to inform each organization that a "blurb" about them is going to be printed is just not feasible. There are too many stories on any given day.

One suggestion is to ask one of the volunteers with your organization who reads the paper on a regular basis to "track" news items for you, either in a printed copy or online. There are clipping services that provide this service, but at a cost; and for most animal rescue organizations, the cost would be prohibitive.

If you live in an area with smaller media outlets and send a news release or public service announcement to a particular reporter or editor, you might ask them to let you know when it will run or when they will be doing a story. Smaller media outlets will sometimes do this, but not the large metropolitan daily newspapers.

Comments from Sara, Sue, and another Sara:

Also a great resource is http://www.google.com/alerts. Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. It's a news "push" service, meaning they automatically email you every time your search word is in a new posting online. Even small papers are posting stories on the web these days, and this is a free way to see what people are saying about you!

Some handy uses of Google Alerts include:
- monitoring a developing news story
- keeping current on a competitor or industry
- getting the latest on a celebrity or event
- keeping tabs on your favorite sports teams

Go to www.google.com and click on the news link. You'll see the news alerts service on the left.

If you enter search keywords such as the name of your organization, Google will automatically send links to the stories that include those words. While not all media are on the Internet, we have been alerted many times about our organizations getting mentioned in the news. Of course, I also find out about "Animal Welfare Associations" all across the globe, and a quick glance at the publisher let's me know whether it's worth following the link.

What is the AP and how can it help our group?

Question from Forrest:

Can you tell us more about the Associated Press (AP) and the role they play in reporting? How does the AP get their news? And what are some good ways to get our news on the AP?

Response from Anita:

The AP is a news source for thousands of media outlets worldwide. Most major markets have an AP bureau or reporter, and I would certainly add him/her to your media list for stories that have regional significance.

AP news comes from a variety of sources, local media outlets, publicists like you and me, and reporters themselves. AP stories are transmitted on state, national and international wires depending on the significance of the story. If the AP sends a story to its members (and media outlets must be members to receive AP stories) on a state wire, for example, then all of the media members in that state only have the option of running the story.

The AP plays a significant role in reporting news for obvious reasons: They are the oldest and largest news organization in the world. A story that gets placed on the AP wire can land a lot of places.

There are two ways to get news to AP: your local bureau or a general address. Your local bureau would be a better bet. As for getting your stories to the AP, keep in mind that it needs to be unique and far-reaching.

Response from David:

Here are a few facts and figures:
The Associated Press (AP) was founded in 1848 and is a not-for-profit cooperative, owned by its U. S. daily newspaper members. A Board of Directors oversees the cooperative. AP serves thousands of daily newspaper, radio, television and online customers. It is the largest and oldest news organization in the world. AP has a total of 242 bureaus worldwide. AP's mission is to be a global news network. AP serves 121 countries, in 5 languages: English, German, Dutch, French and Spanish.

In addition to news, AP serves as a source of photos, graphics, audio and video. It also services 1,700 U.S. daily, weekly, non-English and college newspapers and is run on a 24 hour, 7 day a week schedule. More than a billion people every day read, hear or see AP news. In other words, AP never stops! Their role is to report breaking news and feature stories and provide up to the minute coverage of major news happenings.

If your news release has national or international significance, you can mail your release to AP's National Desk or International Desk at The Associated Press, 450 W. 33rd St. New York, NY 10001. You also can send e-mail (no attachments) to info@ap.org. If your news release deals with local news you should send it to a local AP bureau. The AP has a bureau in every state. To send news releases to specific departments see the list of Beats, AP editors and writers, and your release will be forwarded to the appropriate individual. For a listing of AP bureaus by state and for a list of Beats and AP editors and writers see http://www.ap.org/pages/contact/contact_pr.html.

Unless your news release has real national significance, your best bet is to send it to the AP in your state, but always send it to your local newspaper or television station as well. Sometimes a story that gets written by a local newspaper based on your release gets "picked up" by AP and goes national. Good luck!

Letters to the editor vs. news releases

Question from Linda:

Can you please explain the differences between a letter to the editor, an opinion/editorial, and a press/news release? And how can we flavor each in order to get the best chance of getting printed? For example, we want to encourage microchipping for identification. What approach should we take for each of the 3 avenues above?

Response from Anita:

Letter to the Editor:
A letter to the editor can come from anyone, and in some cases, it is an appropriate way to respond to coverage in that publication. Editorial page Editors will usually run letters from "both sides". Controversial articles often generate letters to the editor. They can also be random topics.

Opinion/Editorial:
Opinions/editorials are written by the newspaper's or syndicated columnists, or by the Editors of the paper. You could contact the editorial page Editor if you have an idea for an editorial. They will write it.

Press/News Release:
This is the most common method that publicists use to get the word out. A press release must be concise, well written and free of grammatical, tense and spelling errors, and should be limited to one page. It must also contain the "5 Ws and the H", who/what/when/where/why & how. If you can't answer all of these, you don't have a story.

In the case of microchipping, I would probably go the route of the press release, and certainly if you have a microchip clinic in the works or if this is something totally new that you're offering. However, these are some other suggestions for each that I will offer by way of example:

Opinion/Editorial:
If your shelter is euthanizing an overwhelming quantity of adoptable pets, then this might be a good time to contact the editor of your paper and ask him/her to write a piece addressing the importance of spaying/neutering and responsible pet ownership. It would be important to point out that in many cases, it's the taxpayer who is footing the bill for killing animals, when this could be avoided by acting responsibly in the first place. Offer as many statistics on pet overpopulation as you can, as well as stats that apply to your community.

Letter to the Editor:
If your local paper publishes an article that contains or implies incorrect information about your shelter, this would be a good way to make clarification. For example, many people assume that all animal shelters have a "time limit" on how long they keep pets. If this is stated or implied in an article, a letter to the editor pointing out the differences among open door, no-kill and tax-funded shelters would be appropriate. Most people, including the media, don't understand those differences.

Press release:
At the SPCA of Texas, we recently tracked down the owner of a dog that had been stolen in Oklahoma more than 13 months before it ended up in Dallas. When the owner was contacted, he drove to Dallas immediately to claim the dog. This was a perfect illustration of how a microchip can reunite a pet and its owner, and it was worthy of a feature article. In this case, we pitched the story to reporters directly.

Response from David:

A letter to the editor is one way to voice an opinion or make a statement about a particular topic to the community in a concise fashion. Letters to the editor are usually widely read.

An opinion/editorial are longer articles that summarize an issue. They develop an argument and propose a solution.

A news release is a short announcement of a newsworthy event that would be of interest to the community. Releases are sent to newspapers, radio and television stations.

Using your example of "encouraging microchipping for identification", I would suggest the following:
For a letter to the editor (LTE), check with your local newspaper to find out their word length (most newspapers have a length of 300 words) and if they accept LTE through e-mail or fax. Look at other LTEs the newspaper has published to get an idea of what makes it into print.

Make the first sentence catchy, so it will grab the reader's attention. An example would be "Microchipping can save your pets life." Convey some brief background about the issue. State your opinion backed by relevant and accurate statistics from a reputable source, if possible. Tell your readers what action they should take (if appropriate). Sign your letter, and include your home and work telephone numbers for verification. Remember to write concise sentences and stick to one topic, don't rant and rave.

For an opinion/editorial piece, check with the local newspaper to find out their word length. In some cases, it is a good idea to call an editor and explain why you think an op/ed piece on a particular topic would be of interest to the community. In this case, microchipping would be of interest to any pet owner, which means a significant number of people in any community. Review published op-ed pieces to get a sense of what the paper publishes. Try to see if you could do an op-ed piece in the Sunday edition of the newspaper, since more people read a Sunday issue.

For microchipping, I would suggest briefly summarizing the issue, develop an argument for microchipping and state how this would benefit pet owners in the community. Think of it as three parts: summarize, develop argument and state benefits. If your word length is 1,000 words, then balance it out, possibly taking more space in stating the benefits, since this is what you want the reader to take action on.

An op-ed piece has a better chance of being printed if signed by someone who has a direct link to the subject, such as the Director of a humane organization or someone associated with an animal rescue group, either as an employee or as a volunteer.

For a news release, remember that the information has to be newsworthy, not just a statement about the benefits of microchipping. There has to be some action that will draw media attention. Keep in mind that editors and news directors receive many releases every day; to grab their attention, your news release must look professional and present the facts in a concise and compelling way. Put yourself in their shoes and ask, "Would this be of interest to most members of the community?"

I would suggest having a microchipping demonstration with a local veterinarian either as part of an animal event or as a separate event, with information provided, and possibly a discount for any pet that gets microchipped. On something like this, you have a visual that will be a draw for newspapers and television.

- A news release should be one page, with a strong headline, such as "Discount Microchipping" or "Microchipping Demonstration" or "Free Microchipping For Your Pet." The release should always contain the who, what, when, where and why of the event.

- Your lead sentence should summarize the event, such as "Local veterinarians will be providing discount microchipping from 10 a.m. to 4 p.m. on Saturday, April 5 at Smith Park."

- Always provide contact name and phone number and e-mail address, if possible.

It always helps to establish contacts with local media people, especially any reporters who have written stories on animal issues. Let them know you or your organization is a resource for them. This makes their job easier when they are doing animal stories and increases your chances of publicizing issues or events with which your group is associated.

Hope this helps and good luck!

Getting media attention 101

Question from a member:

When you're small and overworked and under funded, where is the best place to start in the world of media (print, radio, TV, worldwide web, magazine, etc)?

For six months or so, many of the regional, small rescues have been trying to cooperate for monthly adoptathons. However, because of the aforementioned reasons, finding volunteers from among the rescues to do the public relations (PR), organizational work and administrative work of these adoptathons has been neither easy nor entirely successful. It seems to me that there is a danger in promoting something that is not established. It appears to be a Catch 22 of wanting to raise public awareness of the event(s), but then fearing that successful attention will collapse the fragile event. Any experience with this kind of thing? Is it better to get really organized first and then, and only then, seek media attention?

Who in newspaper (what department) is typically interested in 'happy' stories (not the 'pit bull attacks 7 year old child' kind)?

Should one consider traditional/customary press releases, or it is worth it to do something to distinguish oneself in a colorful or captivating way?

Should we be taking these media people to lunch despite the under funded/overworked quality of many of our lives?

Response from Anita:

If you have a good story or a story worth telling, the media does not (or should not) discriminate regarding the size of your organization, etc.

I would always get organized first. (Remember the 5 W's and the H, a principal rule in journalism: Who, what, when, where, why, how.) I'm not really sure how successful attention would cause the event to collapse, though, unless you mean that the event turns out to be a "non-event," and in that case, the media may not take you seriously the next time you have something to pitch to them.

Columnists and feature writers are often the targets for warm-and-fuzzy pitches, but if it does have a "news" element then news department might also be interested. Remember, they don't (or shouldn't) just report "bad" news. If it's newsworthy it's newsworthy. The best thing to do is to know who the reporters are on your local paper, know the kinds of stories they write, and go from there.

Bells and whistles may get some people's attention, but if there is no real "substance" to what you're selling, that won't take you far. I prefer to deliver "just the facts ma'am," and the more succinct the better.

There is no reason not to invite them to lunch if you want to get acquainted, though in this day and age many of us are just too busy to set aside that kind of time. However, be persistent if you want to meet someone. If they say call back in two weeks then call back in two weeks.

If they turn down a lunch offer, ask them if you can stop by their place of business just to say hello. And keep it short. If they say they only have five minutes, or you offer to "drop by" just for five minutes, then keep it at that. Don't linger. They will appreciate that. You will still make your face-to-face contact. Leave your business card and encourage them to call you anytime there is an animal related story in the news. Then follow up with a thank you note (thanking them for making time to visit with you).

Response from David:

If you are a small organization, I would suggest starting with local media, since you are doing work in the community, which would be of interest to a community readership. For your local radio stations, put together a public service announcement on events in which your group is involved. Most radio stations run these short announcements for free as part of their community service. For your local television station and newspaper, put together a one-page news release on an event in which you are involved and find out to whom it should be sent at the station. Always include a contact name and number from your organization.

You stated that "... there is a danger in promoting something that is not established". That's a good point. If you are doing adoptathons, for example, make sure that you have enough volunteers to handle the event and that the animals are adequately cared for. A good reporter looks for details during an event that he can use in his story, and if he notices that the event is haphazardly organized, you might get negative publicity. Try to have at least 4 key volunteers that you can depend on to split the duties so the adoptathon runs smoothly. If there are not enough volunteers, you might consider looking for a local youth group or college fraternity or sorority that can help out with some of the work, but always try to have those 4 key volunteers before putting on an event that might get covered by the media.

The more professionally your event is organized, the better chance you stand of getting favorable publicity. And also consider having something visual for media to cover, not just animals that need a home, but maybe giving away donated dog and cat food or involving kids. If you have animals and kids, that makes for some great photos or visuals.

Every newspaper has reporters who cover a specific "beat", such as crime, politics, breaking news, etc. Check your local newspaper to see who covers community events, since they usually write about the "feel good" events in the community. Also, read your local newspaper and see which reporters have covered animal stories and let them know about your event.

News releases are the best way to let local media know about any events in which you are participating or sponsoring. Media outlets want to know the who, what, when, where and why of an event and this is what you include in a news release. Always try to have some newsworthy angle that would be of interest to the community and to local media. One good way to do this is to have a "catchy" headline in your release. For example, one headline in a release could be "Best Friends sponsors art project". A more catchy way of saying this is "Art that speaks for homeless pets." Chances are the second one will catch the eye of an editor or reporter more than the first one.

There have been some ethical issues lately involving reporters accepting any kind of gratuity, so more than likely many reporters shy away from being treated to lunch or dinner. In smaller towns, that is not always an issue, but in larger metropolitan areas, most reporters will be wary, thinking you might be trying to influence them. A better way is to establish and maintain contact with local reporters who cover animal stories or community events. Let them know that you and your organization can be a resource for them on animal-related stories. Either way, however, it is a good idea to establish and maintain contact with local reporters.

How to sell news about feral cats

Question from Nicole:

I am a new Marketing Chair this year with Camp Companion, a humane society that assists wild/feral cat populations. I am struggling with how to package our organization so it appeals to the media.

We live Rochester, MN, a city that has 89,000 people, so it is sometimes hard for "feature" stories to make the news, although our work spaying and neutering wild cats with assistance from local vets and volunteers is far from "feature" news. In my mind, the fact that the organization exists is enough to make news because most residents are only aware of the oldest and largest humane society, which has weekly appearances in both the city newspaper and local TV station.

Do you have any tips on how we can package our spay/neuter clinics and the other humane education work that we do to ensure that the media covers our organization's services? Being a communications professional, I have worked with the area media for the past two years but am still struggling with how to package this type of service in a way that will catch the local media's eye.

Response from Anita:

Nicole, from a media perspective, I think what you need to do is take the focus away from your organization and apply it to the audience: the people in the community. Why should they care about what you're doing? What's in it for them?

Include relevant statistics that relate back to the readers/listeners/watchers: How many people do ferals affect? Are they considered a nuisance or a health threat? What myths can you dissuade about feral cats? How fast do they multiply? What is the cost to/impact on the community? How many unwanted pets are there in your community? How many unwanted litters are you preventing by what you're doing? The more people your organization affects, the more likely your story is to be heard.

Find a focus:
Is there a volunteer or staff member at your place with an interesting background? I'm sure there is. If so, pitch that person (after all, the media can't interview the animals, even though they always have great photo appeal). Let that person speak about the merits of your organization, or suggest that the media catch him/her "in action" at your place by way of a photo opp. That's often a good way for your organization to get some publicity, and it's never failed us here at the SPCA. For example, our local gay/lesbian newspaper did a profile on one of our vet techs not too long ago. Was the fact that she worked at the SPCA the main focus? No, it was her sexual orientation. But it sure got us some great press, because they interviewed and photographed her at our shelter.

Some other questions you could ask:
Do any of your staff/volunteers have an interesting career by day and then work for you trapping cats at night? We have a legal secretary volunteer who makes dog and cat beds for our shelter animals in her spare time. We photographed her in our kennels sitting atop 100 beds that she had made, pitched it, and a local magazine profiled her. Are there parent/child volunteer teams? That's a good one for community and family magazines. Are there volunteers who live in specific neighborhoods that have newsletters or magazines? Sometimes the provincial angle is all you need. Is there a retiree or senior who devotes his/her time to your education projects? Education and/or seniors are always good media hooks. Are any of your staff/volunteers in the military? One of our staff returned from Iraq earlier this year, and the media was all over that... and they met him at our shelter, so we got some good coverage. I could go on, but you get the point I'm sure.

If you have a large ethnic population in your community, think about those media, too. Most of our materials at the SPCA are translated into Spanish. They are a big part of our clinic client base. Apply the same questions above.

Think about the audience you're targeting, and you'll have more success. Focus on the person, and the PR for your organization and the services you provide will follow.

Response from David:

While your organization's work involving spay/neuter clinics and humane education is important, getting publicity involves coming up with specific ideas that will make them newsworthy. Put yourself in an editor or reporter's head. "Yes spay/neuter clinics are important, yes humane education about animals is worthwhile, but why should we cover them? We could just as well go cover a talk on education in middle schools."

Also, remember that media coverage, whether its Rochester, Minnesota, or a small town in Texas, is catering to the community-at-large and that there are always competing stories. For many editors or reporters, you need a "hook" to draw them in. For Camp Companion, try to have a spay/neuter clinic that involves some kind of activity, preferably a fun one or one where you have kids or a local youth organization involved. For work with feral cats, however, this can be problematic, but you might consider having the kids doing some of the safer clinic work.

If there is a feral cat population in Rochester, maybe focusing on one particular area would be helpful. Also, if there are a couple of volunteers who have been doing this for while, you might pitch a story on their work to the media, showing them at work. A good visual is essential for any media coverage. You need to be careful on this, however, as a visual of a snarling feral cat is compelling, but for many people would be frightening.

If you find homes for feral kittens, pitch a story about the family who adopted them and how it worked out. If you place some feral cats as "barn cats," that might be a way to pitch a story.

One thing to keep in mind, however, is that usually communities with feral cat populations have people that are pro and con. That is, some who advocate the trap, neuter, release and others who advocate putting down feral cats, so that if you generate publicity, a reporter will also likely include the "con" information.

Given that working with feral cats might be a hard sell to your local media, consider contacting a community events reporters or reporters (print or television) who has covered animal stories. Let them know you can provide them with information about feral cats.

For humane education work, try to have some visual, other than someone talking and a room full of people listening. Bring a dog or a cat who is comfortable around a room full of strange people. Make it a fun event, not a "gloom and doom" recital. Consider setting up a series of talks in local grade schools with volunteers and their pets and pitch this to local media, since kids and animals make great visuals. Think about putting on a puppet show with dog and cat (and feral cat too) hand puppets to make your point.

Check web sites for other groups in other cities working with feral cats and doing humane education. For example, do a search under feral cat organizations, and see how other groups have put together spay/neuter clinics. Get some ideas that might work for you in publicizing the work of Camp Companion.

And most of all, keep up your efforts! At some point, the media pendulum will swing your way.

How do press conferences work?

Question from Bea:

Will you please define and explain the logistics and benefits of a press conference? How do I make a press conference successful? When is a press conference appropriate?

Response from Anita:

A press conference is conducted when you have a major announcement and the usual communication methods, like a press release, won't do it justice. Also, if your spokesperson or subject is a celebrity, athlete, or someone who won't have time to do individual interviews or is only available at a given time/date, a press conference can cover all your media bases.

I haven't conducted a large number of press conferences in my career, but I've seen successful ones and lame ones. The bottom line: You better have something really important to say. Otherwise, the media won't take you seriously the next time. Think about these press conference scenarios: Magic Johnson announcing he was HIV positive; Naomi Judd quitting her singing career because of Hepatitis C; the U.S. declaring war on Iraq; even NFL draft picks. What do these have in common and will your news have this kind of relative impact at your community's level?

You might organize a press conference if your shelter is suddenly closing tomorrow because of lack of funds or some other reason. Remember, with a press conference, there is a shock value element that's usually necessary to make it successful. And as always, think about how your community will be impacted and how many people will care.

Response from David:

One definition of a press conference (also called a news conference) is an interview held for news reporters to announce an important event or significant news. This could be a political appointment, the opening of an art exhibit or the groundbreaking for a building, for example.

The logistics involved include sending out a news release or media alert to local print, radio and television outlets letting them know date, time and place and why the news conference is being held. If you anticipate a large turnout of media, you should hold the news conference in a large enough room to accommodate them. It would be a good idea to also have a media kit containing a copy of the release and any background information about the event. If there are going to be speakers, you need a podium and microphone. Make it visually appealing, since this encourages print and television media to take photographs or shoot footage.

A news conference will be successful if the announcement you are going to make would be of significant interest to the community, for example Maddie's Fund donating X number of dollars to a local animal shelter or a well-known speaker in the animal rights movement who is going to make a statement about something that will affect your community.

A news conference is appropriate when you or your organization is planning something of significance to your local community, something that will make an impact. It would not be appropriate, for instance, to hold a news conference to announce that your group is starting a spay/neuter program. For something like that, send a news release to the local media. A spay/neuter program is important in any community, but for press to turn out for a news conference, it should be something more compelling. Also, keep in mind that most media, whether in small towns or metropolitan areas, are always busy covering other stories and a news conference takes up a chunk of their busy time. This means they expect something significant to be announced at a news conference.

Having said that, I do not know if you are located in a small community or large city. Sometimes in the smaller media outlets, holding a news conference is just a matter of calling up one newspaper, one television station and a couple of radio stations. In a case like this, you might get coverage even if the event is not of major significance.

What if we get bad press?

Question from Katie:

I participated this past weekend in a major spay/neuter effort in our community. It was impressive and really deserved some good press. Unfortunately, since the event was held in a school building, there were parents who were outraged 1) by not being informed about the event, 2) that this event was held in the cafeteria and 3) that the clean up would not be sufficient to remove possible allergies. This was the focus of the press.... not the many cats that can no longer add to the overpopulation.

Is there a way to turn this negative press around?? It's such a shame that this wonderful event was overshadowed.

Response from Anita:

The media is always looking for a controversial angle. This certainly has that element, so it's no wonder the positives of
your event were overshadowed.

Why did the effort take place in the cafeteria? It's doubtful you'll be able to get around that question, but if there is a good explanation, then by all means, out with it. Did you pick the location? If not, say so. If you took measures to ensure the cleanliness and adherence to health codes, share those. If/when you're interviewed, acknowledge that you understand the parents' reaction but the big picture is how the event will have a positive impact on the entire community. If this decision was a mistake or a bad decision in hindsight on your part, say that you regret this, but your goal was to accommodate as many cats as possible which in turn benefits everybody.

You may not be able to re-direct the story at this point. Sometimes all you can do is let the furor blow over and move on.

Response from David:

I read an article in the Associated Press that dealt with this event and probably the best way to deal with the negative aspects of this is to say your organization is sorry that it happened the way that it did and that you will make sure it won't happen again. In an event like this, choosing the cafeteria to perform spay/neuter work was not the best choice, in spite of the positive outcome.

When politicians or other public figures are the focus of negative press after some action they have taken, the best thing they can do is to "'fess up" and say they apologize. Most people will understand, since we are all human and commit errors of judgment.

If local media is interested in a doing follow-up story, I would recommend having a spokesperson from your organization who can speak concisely and stay on track emphasize that the spay/neuter work had a positive outcome and that your intentions were all to the good. I believe media picked up on today's climate of public fear of contagious diseases and used that as a sensationalistic focus for the story.

I do not know how intense public reaction and parents' response has been in your community after this event. If it has been very intense, it might be better to let the story die down, rather than trying to put out an explanation that will continue to keep the story alive. Given some of the quotes from parents in the AP story, it seems there is a high degree of anger and resentment, so trying to emphasize the positive aspects of the spay/neuter work would just add fuel to the fire.

This seems like a case where you chalk it up to experience and learn from it. Keep in mind that there will be other opportunities in the future to garner some positive press for your spay/neuter work and just consider letting this negative story fade away.

What is a sound bite and how can it help the animals?

Question from Rhonda:

What are sound bites exactly, and are they only given in live interviews? Our group is small, and frankly most of us feel more comfortable around animals than people! Still, we understand the value of media attention.

Do you have any tips on how we can 'fake it' and appear professional, calm, inspiring and informative during a live radio or television interview... or even a not-live one? For example, how can we gauge if we're talking too long, or giving answers that are too short?

Response from Anita:

Sound bites are bits of audio, usually segments of an interview, which are woven into the broadcast or story. Sound bites can be live or taped.

I understand your comfort level being greater with animals, but one of the biggest mistakes humane groups make is to alienate the media. There really is no way to "fake it." Most media can pick up on that so it's best to be yourself. Everyone can always use some polishing, so here are a few tips:

- Prior to an interview, prepare a list of "talking points," short bullet points that sum up what you want to say. For example, if you're doing an interview on the problem of pet overpopulation, make a list of the benefits of spaying and neutering as well as statistics that illustrate the problem. These would be your talking points. Do your best to memorize these, but don't hesitate to go over them with the reporter before the interview.
- When preparing your talking points, compile short phrases and simple sentences to avoid rambling. These "bites" may be all that end up getting broadcast.
- Avoid "yes" or "no" only answers. For example, a reporter asks you if you were happy about the turnout for your adopt-a-thon weekend. Instead of saying just "yes," elaborate, but in short phrases: "Absolutely! We couldn't have asked for a better turnout! More than 25 pets found homes! We set a new record for our shelter." Any of these short phrases – absolutely; we couldn't have asked; more than 25 pets; we set a new record – could also be edited for use separately.
- Be accommodating. (SPCA media reps are on 24-hour pager & cell phones, for example.) The media may not always call you at the most convenient time. However, if you can accommodate them, they're more likely to call you first the next time an animal issue arises.
- Position yourselves as the experts on animal issues. You don't need to limit your media visibility to just events or incidents that revolve around your shelter/group.
- Always be honest with the media.
- Keep track of reporters who visit your shelter and make an interview log. Watch/listen to/read the coverage and follow up with a note of thanks.
- Respond to all media requests in a timely manner and respect deadlines.
- If it's a TV or newspaper reporter, think visually.
- Always remember the 5 W's and the H: who/what/when/where/why & how.
- Invite them to come back.

Response from David:

In film and broadcasting, a sound bite is a very short piece of footage (phrase) taken from a longer interview. The phrase stands out in the audience's memory, and thus becomes the "taste" or "bite" that best represents the entire "meal" of the larger message or conversation.
Sound bites are a natural consequence of people placing greater emphasis on summarizing ever-increasing amounts of information in their lives. Like it or not, at some point someone in your organization will have to do a media interview.

In television, radio and even print media, sound bites have become a staple, so it's important to realize that in any interview, they are going to look for sound bites. If you are scheduled to do a radio or television interview, practice at home with a friend who is not involved in your animal rescue work and can thus give you a more objective opinion of how you "come across," and if you are giving answers that are rambling or too long or too short.

Try to choose someone in your organization who has a calm demeanor and is well informed on the work you are doing.

Here are some other tips:

Before the interview...
- Study the issue.
- Practice being interviewed.
- Anticipate difficult questions and plan your answers.
- Memorize easily understood facts and anecdotes.
- Be ready with two to three key points to emphasize.
- Watch the program to get an idea of the interview style

During the interview...
- Look at the reporter and not at the camera. If you are uncertain where to look, ask.
- Stay stationary in front of radio or TV microphones and avoid sitting in a chair that rocks or spins.
- Be aware of and avoid nervous habits such as pen tapping.
- Pause briefly before answering questions. It makes for a cleaner "sound bite" and makes you look more thoughtful.
- Avoid frowning: instead if it's a humorous question, smile naturally and if it's a serious question, look thoughtful.
- If you lean forward (15 degrees) into the camera, any double chin will disappear. You will appear to have a stronger jaw line.
- Don't drop the volume at the end of a thought. This is common in regular conversation, but when speaking on TV, it's harder to hear you.

Dress for Success
- Avoid jackets or suits with close-checked or herringbone patterns – the camera cannot always cope with intricate patterns, so viewers get an unclear look. The same applies to closely striped shirts in sharply contrasting colors.
- Men should avoid very dark suits, particularly in combination with white shirts, which can drain color from the face. Light pastel shirts are more flattering.
- For women, go for the unfussy look. Bold patterned scarves and large jewelry can detract attention. For jackets and suits, fairly neutral colors work best.
- Green or blue usually shows up well.
- And remember, don't fidget or touch your face or hair. And look in a mirror, if possible, just before going on camera. The reporter may not tell you if your collar is folded over or that your hair is out of place.

Mind your language
- In television or radio interviews you should have responses prepared—not necessarily memorized but being prepared to answer in complete sentences, not in stops and starts. Think about how you talk and how you write. In conversation, many of us speak in phrases and stops and starts. Rarely, do we consistently speak in complete, grammatically correct sentences.
- For interviews, you have to do the opposite. Your response should be a complete sentence. For example, "I agree, there is a growing feral cat population in Phoenix", instead of "Oh, yeah, if you see all those wild cats in the street – just too many of them – people need to do something."
- Be prepared with two to three key points that you want to emphasize.
- Avoid jargon and technical terms that many viewers or listeners are not familiar with. Imagine that you are chatting to someone who is intelligent but who simply doesn't know anything about the subject. How would you explain to him/her what your organization is doing in plain English?
- Finally, when doing the interview, treat it like a chat with someone. Imagine you are sitting in a room, talking to someone about your organization.

Media do's and don'ts

Question from Katrina:

Do you have any parting words of advice, maybe dos and don'ts that you've been itching to share with us this week? Are there any particular pitfalls that animal groups tend to fall into when relating with the media?

Response from David:

One thing that some animal organizations do in dealing with the media is to assume that because all of us are passionate about our work with animals, then media people will be too. This is not often the case. Some reporters, of course, are animal-friendly but their job means they need to focus on newsworthy stories.

Keep in mind in dealing with the media that you need to make your story "newsworthy." Sometimes reporters will not cover a story because they can't find a strong news angle (called a "hook"). So when you approach a media outlet with a story idea, think in terms of making it newsworthy. Another thing to consider is to write your news release in Associated Press format. This will increase your chances that the release will get picked up.

Here are some tips on newsworthy stories and writing a news release. Maybe this is more information than you need right now, but squirrel it away for use at a later time!

Some characteristics of newsworthy stories are:
- Timeliness – the media is interested in what's happening today or in the future, not yesterday.
- Proximity – the closer the event is to the media source, the more likely they will consider it news.
- Prominence – if well-known local people are involved, such as the mayor or council members, the media may respond more quickly.
- Originality – if you are doing something for the first time, the media is more likely to respond; they get tired of the same old recycled event.
- Importance – if many people will be affected or interested, the media will consider it a stronger story.
- Focus on a compelling story – for example, a rescued cat or dog with compelling story, rescued at the last minute or went from terrible living conditions to a loving home.

Other newsworthy tips:
- If you want to promote a national day or event (like National Homeless Animals' Day) focus on the long angle. What's happening in your community?
- Use interesting visuals during the event, such as large colorful signs and props, which increases photo opportunities to accompany your story
- Announce your event in conjunction with the release of local statistics (e.g., a large number of animals euthanized, an increase in adoptions).
- Look for other milestones – will your community or organization be carrying out its 500th spay/neuter surgery this year? Will 1,000 animal lives be saved thanks to your event?
- Be creative – try to think of fun themes or concepts for your events. For example, Strut Your Mutt, a very popular dog-walk event held to raise funds for No More Homeless Pets in Utah, has garnered a lot of media attention over the years.
- Deliver some good news for your community. For example, calculate how much money your community will save because of the animals who will be spayed or neutered.

Note from Forum Moderator:

Thank you to the many members who sent in questions for this week's forum! Transcripts from this and all other forum weeks are archived for easy reference and are made available to all at http://www.bestfriends.com/nomorehomelesspets/weeklyforum/forumarchives.cfm.

For more information and advice related to this past week's topic, please visit the No More Homeless Pets forum archives (see link above), and scroll down to the Marketing & Media and Community Outreach headings. The section on Feral Cats might also prove helpful. As always, thank you for being part of the forum, and for all you do for the animals!

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