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MONTHLY MEDIA TIP

DON'T FORGET YOUR ANNIVERSARY!


THE PROBLEM:
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."


STRATEGY:
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.

PROCESS:
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.

RESULT:
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.

FOLLOW-UP:
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



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