In the Lower Rio Grande Valley, newspapers have been using the Water Smart logo on their weather page or metro section along with a water conservation tip. Such responses, of course, go against the traditional view of the media. Too often reporters are viewed as adversaries, strictly purveyors of bad news. This short-sighted view ignores the real service the media can provide in getting out the good news, the useful news. Just as important, convince them that you or your spokesperson will make an interesting guest.
Nobody wants to risk having a bore on their show.
Designate a spokesperson for your pr campaign. Your media liaison also should take time to cultivate the beat reporters, the media who cover water issues on an ongoing basis. Keep in touch with those folks even when nothing's happening so that you don't lose the connection. Above all, make sure they have advance notice of campaign events so they're not caught unawares. If necessary, provide information ahead of time, embargoed, of course, if the material is time sensitive.