Generate coverage for your organization's mission by learning what works best to get positive media attention. Get reproducible resources and professionals' secrets.
Resources and Articles
From the Magazine
Featured ARTICLES
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The "101" Department: Reeling in the News Media
Looking for ways to generate media coverage of animal issues without breaking the bank? From the costumed pet contest on Halloween to the dogs walking in the Chinese New Year parade, shelters and rescue organizations can use seasonal events to create news hooks the media will find irresistible.
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Show Me the Money: And We're Back
Telethons can reap rewards, boost adoptions, and showcase shelter programs to the community, but is such an event right for your organization?
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Saving an Erie Number of Cats
Despite being located in one of the nation’s poorer regions, animal welfare organizations in Erie County, N. Y., have managed for the last several years to avoid euthanizing any healthy, adoptable felines. How are they doing it?
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Bully for Memphis
The Humane Society of Memphis and Shelby County started a campaign to promote the idea that all kinds of people adopt pit bull-type dogs. Check out the cool campaign ads!
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Big Daddy's Big Family
Although Big Daddy’s time with the staff of Greenbelt Animal Control was short, it was long enough for this abandoned pit bull to warm hearts and change minds in the larger community about this often misunderstood breed.
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Success in San Antonio
San Antonio Animal Care Services increased its live-release rate from a meager 10 percent in 2006 to 61 percent in 2012. Find out how the shelter orchestrated this remarkable turnaround!
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In Virginia, Challenging the Status Quo
In Virginia, the Richmond SPCA is shaking things up. As the SPCA’s Project Safety Net offers programs and services aimed at reducing animal relinquishment, the organization is succeeding in saving more lives by partnering with the community.
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Seeking Truth in Advertising
Dr. Jennifer Scarlett of the San Francisco SPCA, explains how, even in that socially conscious city, pet lovers have been duped by deceptive websites into buying dogs from puppy mills, and what the SPCA is doing about it.
Samples
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Maddie's Fund and Petfinder - Customer Service Do's and Don'ts, Part II
Maddie's Fund and Petfinder.com teamed up on a Customer Service Awards Program to provide cash and local publicity for groups with good customer service. See what happened when "Secret Adopters" emailed, called and visited shelters and rescues.
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Maddie's Fund and Petfinder - When the Adopters Show Up, Will Your Shelter Be Ready?
Petfinder.com conducted a shelter visitor survey to find out what kind of customer service potential adopters received while at the shelter.
Policies & Programs
More
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Maddie's Fund - An Insider's Guide to Working with the Media
Pet columnist and blogger Christie Keith blogs for Maddie's Fund on press releases, media campaigns, cultivating media contacts and more.
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Humane Career Toolbox
Humane Society University's Humane Career Toolbox will be of interest to people of all ages who seek to professionally assist animals. The toolbox contains resources for both beginning and enhancing a career helping animals.
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Eye on the Opposition
Learn more about the organizations that campaign against The HSUS's mission to end cruelty to animals.
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Social Media Powerpoint Presentation by Carie Lewis
Whether you need to learn the social media basics, or are looking for new ways to jazz up your group's online presence, this engaging presentation from Animal Care Expo 2011 by HSUS's own Carie Lewis can help!
