rescue. reunite. rehome. rethink.
  • Share to Facebook
  • Twitter
  • Email
  • Print

The "101" Department: Reeling in the News Media

Shelters can plan ahead to find seasonal news hooks that will generate coverage

Shelters can plan ahead to find seasonal news hooks that will generate coverage

Cute kid + cute dog + local cultural event + professional photograph = media gold. MAYOR'S ALLIANCE FOR NYC’S ANIMALS
We all know how powerful the media can be. Take, for example, Oprah’s recent exposé of Pennsylvania’s puppy mills, which helped spur national awareness of the issue, a spike in adoptions, and passage of long-lingering legislation for some improvements to the canine factory farms in the state. Reaching our media goals can still be challenging, but the payoff—even if it doesn’t include a seat on Ms. Winfrey’s couch—is priceless.

“The more the public is exposed to the adoption message and the more familiar people become with rescue groups and shelters, the more likely they will be to choose adopting over purchasing their next new four-legged family member,” says Steve Gruber, director of communications for the Mayor’s Alliance for NYC’s Animals. Gruber handles the organization’s media and communications efforts in New York City—the biggest, most cluttered, and most competitive media market in the nation.

 Read the full article.

 

Powered by Convio
nonprofit software