Very often the issues we are working on require long-term campaigns without frequent built-in "news hooks." News hooks are valuable tools that can act as triggers to prompt media coverage. Below is an example of a campaign in which advocates are working to raise public awareness and policymaker support for designating millions more acres of public land as "wilderness."
Last September marked the 35th anniversary of the signing of the Wilderness Act, providing a "hook" to elevate wilderness preservation campaigns. This "hook" provided us the opportunity to place an op-ed in Washington State's biggest newspaper on the anniversary of the Wilderness Act with two well-known elected officials as the signers.
EMS used the anniversary theme to center the wilderness op-ed. This focus simultaneously celebrated Washington State's strong wilderness tradition and encouraged the public to renew its commitments to the preservation of our remaining wildlands. EMS looked for two high-profile signers -- a Republican and a Democrat in order to leverage broad public sympathy.
EMS successfully placed an op-ed in the Seattle Times on Friday, September 3 -- the eve of the Wilderness Act anniversary. Republican Ralph Munro, Washington's secretary of state, and Democrat Jon Roskelley, a Spokane County commissioner, signed on to the op-ed.
Click here to read the op-ed.
After the Seattle Times op-ed ran, we circulated the piece to small news outlets for review and pitched spin-off op-ed's to those papers.
Past Monthly Media Tips