The media are an invaluable tool for delivering your message to the public. There are several standard methods for getting free publicity for your message:
Press Releases
Press releases are alerts sent by your group to the media to let them know of newsworthy events. Use press releases to announce your group’s protests and boycotts, or to give them your position on a newsworthy issue. Each media outlet will have a preferred fax number or email address for receiving press releases. This information can usually be found on their website. Also, whenever you notice a reporter covering an animal-related issue, make a note of that reporter’s name and be sure to include her when sending out future press releases. Doing so will help you cultivate a relationship with that reporter and her media outlet. Press releases should be sent one or two days before your event. A press release should be self-explanatory and does not require a cover letter. Learn how to write a powerful press release.
Public Service Announcements
Public service announcements, which are sometimes called “PSAs,” are announcements made by TV and radio stations for nonprofit organizations. If you want your upcoming meeting announced on the radio, write a script that can be read in 15-20 seconds with the details of your meeting and either your phone number or your website URL. Public service announcements should be sent two to four weeks before your event. You can also send out public service announcements to remind people not to leave their dogs inside their cars on hot summer days, or to explain why a live baby chicken is not a good Easter gift. Be sure to attach a cover letter with your full contact information and some background information about your group.
Calendar Listings
In addition to public service announcements, many media outlets provide a free community calendar for nonprofit organizations. The fax number or email address for submitting calendar events is usually different from those for press releases, so check with the publication. Follow the format used by the publication, and write up a short blurb about your event. Include a cover letter with background information on your group. Editors usually require two to four weeks notice to include events in the calendar listing.
