The World Wildlife Fund for Nature (“WWF”) is a “privately financed conservation organization” (Pares, 2010, p.1). The purpose of this NGO is to safeguard nature and to stop the degradation of the planet’s environment and “to build a future in which humans live in harmony with nature” (Parnes, 2010, p.2). It was founded in 1960 and yet after four decades it is not only going strong but has become a very influential NGO – its Panda logo is an instantly recognized icon all over the planet. The WWF succeeded not only because of good management but also of a clear understanding of the principles governing media relations. The WWF was able to use media to enhance their image, provide a better company profile and as a result they were able to change the way the world looks at them. The World Wildlife Fund for Nature was established in 1961 by the first General Director of UNESCO, Sir Julian Huxley (Parnes, 2010, p.2). The organization was created after Huxley made a report regarding the wildlife conservation in East Africa, saying that the regions wildlife could disappear in 20 years if nothing was done to safeguard the environment (Parnes, 2010, p.2) As a response to Huxley’s report, a group of experts made a commitment to establish an NGO that will support conservation efforts and WWF was born. The WWF made of national level organizations that are accountable directly to their own board and donors (Parnes, 2010, p.2). However, these national level organization must send two thirds of the money that they raised to the to their headquarters in Switzerland, nevertheless they are allowed to keep the rest of the money to spend it the way they see fit (Parnes, 2010, p.2). With regards to checks and balances the WFF international in Switzerland must be transparent when scrutinized by those under it – the national level organizations as well as their donors and the authorities based in Switzerland (Parnes, 2010, p.2). The mission statement of the WWF, the fact that it is an NGO and by reason of its organisational structure explains why its leaders has to learn the intricacies of medial relations. The WWF does not only have to maintain a good image but it also has to make its presence known at a global scale, the motivation behind the need to use the media for the success of its programs. Media Relations In today’s marketplace any organisation – whether it is for profit or nonprofit – could not afford to continue its operations without a clear understanding of media relations. According to experts the proper use of media relations will generate the following results:  1. improving company or brand image;  2. better media profile;  3. changing the attitudes of target audiences;  4. improving relationship with the community  5. influencing government policy at local, national or international level;  6. improving communications with investors; and  7. improving industrial relations (Bland, Theaker, & Wragg, 2005, p.55). These are the things that the WWF needs in order to maintain its effectiveness as an NGO and at the same time to increase its capability to acquire more funding from aid agencies and private donors. Furthermore, media planning is emerging as an important new specialty in public relations (Hallahan, 2001, p.461). This is evident in the way the WWF expertly handled new media as shown in their official websites and the way they communicate through them. But