Ten media stories you could launch this week

Advertising is expensive. Media is free. And is often in front of more eyes than any paid ad campaign. So how do you get the media to feature your group and get your share of this publicity?

First, recognise people (both the public and the media) don’t care about you, or your problems. It’s harsh, but it’s the truth. People are interested in information that’s useful to them. So you have to give them something. The media want a good story, about something interesting or topical. The public want information that is relevant to them or can help them in some way. You are the expert – if you’re willing to share some of your knowledge, people will be glad to hear from you.

Second, realise that you are a walking, talking advertisement for your group. If you are depressed or negative people aren’t going to think highly of you or your organisation. Your job at this moment is to sell! sell! sell! Tell us why your pets will make great family members. Tell us why you’re the best at what you do. Tell us what a great difference you’ve made and how many pets you’ve saved.

Sell yourself unashamedly and without modesty. Chances are the majority of what you actually say will end up on the editing room floor, so make ever single sentence an advertisement for your group and your fantastic pets.

Ten story ideas you could launch this week;

– Animal shelter offers advice to struggling pet owners: hints and tips for budget pet care, resources for owners

– Local shelter goes online: promote your relationship with PetRescue.com.au, Facebook or your own site and get the internet ‘hook’

– Half price desexing available: make next month discount desexing/microchipping/dental check month

– Found dog needs good home: feature a pet that has been unclaimed to show how rescues are just normal family pets without a home

– Animals win when people volunteer/ Shelter invites residents to show their love for animals: are you ready for a flood of volunteers? (Don’t forget to specify exactly who you’re looking for!)

– Strategies for finding lost animals: an information piece on how to best search for a missing pet

– They’re ready to make loving pets / Family softy with a ruff reputation: bull breed adoption (dog knows they need some good publicity!)

– Shelter dogs learn new tricks: dog personality and adopter/animal matching programs

– Are we Australia’s best animal shelter?: go on – talk up your achievements!

– Training builds bonds: Owners who train pets more likely to keep them: offer some training advice and resources available in your area. Better yet, get a local school to offer a training discount to your group.

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There’s a very good reason they call it ‘public relations’ not ‘bitch about how horrible people are’. Effective media isn’t one off shock campaigns, negative horror abuse stories or the chance to lament the latest reason djour for abandonment. Its about reaching out to the public and positioning yourself as a community resource and an expert that the media can call on for a great story.