The print media, including newspapers, magazines, and newsletters, all rely on the written word and photographs. Some shelters have even had success bringing animals on the radio thanks to a well-placed meow or bark. Television stations, however, depend on stories with visual elements. Although news anchors occasionally read news stories on air, broadcasters are much more interested in filming events with strong visual elements such as rabies clinics, pet parades, puppy training classes, and children's programs. You can also include testimonials from your shelter's supporters, including board members and other community leaders.
Reporters can use the background information to flesh out their stories and perhaps create new ones.
Your media kit is a calling card that reflects on your agency so make sure the design of the materials is consistent, attractive, and orderly. Put your shelter's name and address on the cover so reporters will have contact information at their fingertips. One of the most prevalent media relations tools, the news release briefly profiles an item of public interest, and encourages reporters to contact a spokesperson for more information. Send a news release to local media outlets before holding a special event and after hiring a new director, receiving a grant, or renovating your facility. For instance, to warn pet owners of the dangers of chocolate, Cox sends out news releases before Halloween, Valentine's Day, and Easter.