For example, deciding to launch a communications initiative on a day when there are other big events or announcements expected that impact on local media, will lessen your chances of maximising coverage of your campaign. Also consider the time constraints and deadlines of local media you hope to engage in your campaign. If a newspaper is published on a Wednesday, then holding an event on a Tuesday afternoon is very bad timing if you want to guarantee good media coverage. Similarly, holding an event on the Wednesday itself in this scenario is also bad timing. The average newsroom gets bombarded with media releases all day long.
People care about what's happening in their own backyards.
You need to plan to get the messages to your target audience as consistently and as often as possible. Conduct regular activities and issue regular stories to keep the issue of litter in the public eye. Keep your media releases simple and issue them one at a time. Simple, straightforward language is much more powerful than complicated messages that are hard to remember. Use current council activities and information to generate public interest in the issue of litter.