Media engagement best practices for conservation organizations
"I believe that most conservation organizations have great stories to tell, and especially stories of hope that we all so desperately need right now. The right story will move people, inspire action and help an organization achieve its mission while giving us - the media - a great channel to change the world, one story at a time."
-Ami Vitale, Nikon Ambassador and National Geographic Magazine photographer
For most organizations, working with media can be intimidating. We get it; there's the fear that a single damaging story can threaten years of work and a hard-earned reputation. Additionally, there's no explicit formula for where to start - how do you know if a story is newsworthy? Or how do you reach the right journalists and platforms?
The good news is that it is indeed possible to build a great rapport with the media and create lasting and mutually beneficial relationships. Media coverage can:
Build your brand
Raise awareness for your cause
Amplify your organization's thought leadership
Help you raise money
Influence local, national and international policies and more.
Here, we share eight tried and tested tips from years of experience of working with the media, and with input from conservation journalists themselves.
1. Start with WHY
It's critical you set media goals: what do you want media engagement to help you achieve? Do you want to raise the profile of your organization? Are you running an advocacy campaign and need to rally public support? Or are you looking to share your expertise in a particular area of work, such as human-wildlife coexistence? Far too often conservation organizations engage with the media because 'everyone else is doing it.’ Avoid that trap! Having clear goals from the onset, and ensuring that they are aligned with your organizational and communications objectives, will enable you to be wise - and successful - in your engagement.
2. Do your homework
Stay up-to-date with what is trending in the media by researching the prevailing topics and identify where there are opportunities for your organization. For example, if there's currently a global conference focusing on wildlife protection, and your organization runs a great human-wildlife conflict mitigation initiative, that would be a prime opportunity to pitch your work and impact.
It's also vital to understand what kind of journalists or film crews you would like to work with, and the importance of choosing wisely before saying yes to interviews or filming. You don't need to say yes to every request. For example, during the height of Kenya's poaching crisis in 2013, there was an influx of 'conservation doom and gloom' stories of dead rhinos, elephants, and an overall devastated wildlife sector. This type of coverage has its purpose in highlighting a crisis. However, if your organization aims to spotlight the great work that local people are doing to protect wildlife and nature, then a request focused on 'poaching wars' would not help you achieve this goal. Look at a journalist's past work to get a sense of what kind of stories they tend to cover.
You can’t control what journalists cover, but you can mitigate risks by doing your homework and avoid coverage that would compromise you and your team. Filter out unethical journalists, because as we all know, undoing the damage from a bad story is the most difficult task.
3. Determine your story; what is your pitch?
Now that you have set out what the media can help you achieve, the next stage is understanding the pitching process. Is your story newsworthy? Would journalists be interested, and why would it matter to the audience you want to reach? This is the most critical part of 'selling' your story.
Don’t worry - If you find this process daunting, our next Reader will feature invaluable tips by Mike Pflanz, Media Advisor to TNC Africa and former Africa Correspondent for Britain's Daily Telegraph. It’ll also include advice from Rachel Nuwer, an award-winning freelance journalist who reports about science, travel, food and adventure for the New York Times, National Geographic, and more. Don't miss it!
4. Identify suitable media; not all platforms are made equal
Not all media platforms will be suited for your goals. When it comes to media - the right media - rather than just any media, is key. The right media is determined by your target audience as well as your objectives for attracting the coverage.
For example, if you are a grassroots organization whose primary communications target audience are communities, a local radio station, rather than CNN, for example, would be better suited for your engagement. Think about what you want to achieve and which media will help you get there, rather than engaging blindly.
Tip: One of our partners has developed a media checklist. Before they agree to any story, they go through the check-list first to make sure it is the right platform and the right opportunity to help them achieve their goals.
5. Take advantage of your existing connections and networks
Proactively evaluate your existing networks, and you'll be surprised to find that your board members, partners, or donors have relationships or access to the media you desire to work with. Taking advantage of your existing connections and networks means you don't have to start from scratch to establish media relationships. It also means that you can ask for references and feedback as you do your background checks.
Be a good collaborator, and support other organizations in your networks with media linkages that you have. If a journalist approaches you for a story that's not right for you, but you know of an organization that would be suitable, be generous enough to foster those linkages.
6. Manage media effectively on the ground
It's imperative that before a journalist or crew arrives, you've prepared a robust itinerary, your team is briefed appropriately, and your messaging is aligned.
Here’s a possible scenario: You've identified your story, done your pitch, and an excited journalist is on their way to cover your work. The journalist, who's a vegetarian, arrives to find that you only have meat available in your camp. Two of the people she's supposed to interview are on leave, and the rest are always late for their appointments. Your team ends up giving the journalist mixed messages, and the car allocated to her breaks down for at least two days.
While this may sound extreme, poor logistical management and on-ground preparation often cause deep frustration for journalists, film/news crews, and other media, making them think twice when you next invite them for coverage. Remember, don't waste the journalist's time as well as your team's efforts.
7. Have a post-story engagement plan
Once your story is published and you've received great coverage, what you do after that is equally critical. Here are a few suggestions:
Share your coverage widely with all stakeholders using the most appropriate platform (such as email or increasingly, WhatsApp) - donors and partners love to see the organizations they support receive media attention.
Share widely across your social media, website, newsletters and other communications platforms.
Explore a follow-up story, if possible.
Use the coverage to pitch for other media opportunities. For example, a newspaper article can be used to pitch for a TV news feature.
Remember to reflect as a team - what worked, what didn't, did you achieve your goals and the areas of improvement.
8. Journalists are people too
Always remember that the media are people too. Treat them how you would want to be treated - be professional, be respectful and be courteous. Work hard to maintain the relationships and think of them as your conservation allies. Always approach every journalist, reporter, or crew that you engage with as a potential long term ally to your organization.
Read the full newsletter here: Maliasili Reader Issue 32
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