The local media is an important tool for taking news
of your work out to the community and communicating the
responsible dog ownership message. Whether publicising
a new campaign and promoting your successes, or answering
media criticism and dealing with a potential crisis,
the media is a direct line to the public and, as such,
needs to be handled with care.
Positive targeted press coverage can achieve good results,
from increasing attendance at a dog show, to portraying
you, the dog warden, in a positive caring light. It is
important you get to know your local media. The following
points should help:
Before talking to the media, you will need to:
- If you
have never dealt closely with your local media,
read your local papers and listen to the radio to familiarise
yourself with the subjects covered by particular
journalists.
Prepare a list of all the local newspapers,
free
sheets, county magazines, radio and television
stations. Also
find out who the news editors and picture editors
are to enable personal contacts to be made
- Let your
Local Authority or council’s PR
department know what you are planning (if
you have one) and use
their experience, advice and media contacts
to help in your campaign
- It is essential you and your
colleagues work
as a team. Make sure everyone in the department
knows
what
is happening
at all times and identify a spokesperson
to take media calls – consider who will cover
in their absence
- Contact journalists you
think would be relevant to you and introduce yourself
as the local community
dog
warden. They may like to do a feature about
you and the work you do, but make sure
you consult your boss
before
you agree to anything
- Keep a note of any
unusual or newsworthy stories that you might come
across in the
course of your
work which
you may think will be of interest to
the media, but only if it portrays you and
your dogs in
a good light
- Look at any potential problem
areas i.e. past issues that may re-surface
/ potential
future problems that
may arouse media interest. Remember,
you are in a position of strength and
can prepare
now
so that
you will be in
control at media interviews with the
correct data and arguments at your
fingertips
- On an aesthetic note, establish a
house style for press releases. Use
smart press
information
paper
and presentation
wallets – again, if your council
has a separate PR department, use their
house style
as a guideline
- Stay in regular contact
with key journalists so that they
know you are
active in promoting
responsible
dog
ownership. They will call on you
to provide a comment on an issue if it
arises. It
also puts your local
authority in a positive light with
the local media
Ways of achieving positive coverage
Here are a few ideas for positive press coverage of
dogs and pets in general: Launching your campaign
School visits
Local Events
Nationwide Events
A day in the life of
Competitions
Monitoring your achievements
|
