Don t overlook publications distributed by state natural resources agencies. You can also check on whether your state has an outdoor writers group. The cost of this part of your strategy is zero, except maybe one or two long-distance phone calls. Second, appoint one of your members or officers to be the media liaison. This member is responsible for developing regular contacts with journalists, maybe inviting them to attend your organization s meetings or events.
Reporters are more likely to call people they know and trust for information.
Third, make a list of events you want the media to cover this year. Ideas might be proposed legislation, monitoring events, training sessions, cleanups, a new fact sheet, whatever. Decide what media would be most likely to cover each event for visual activities like stream cleanups, think TV as well as newspaper. For a new fact sheet, go with a weekly or daily paper. Fourth, decide whom you most want to reach, then build a strategy around getting the messages out to those people.