## 3 Media-Based Communication Strategies
### News Media Outlets  
Perhaps one of the most effective ways for a project or organization to quickly expand its audience is by being featured on a news media outlet, particularly media with national or international reach. Although social media and new digital channels have transformed the media landscape in the last 15 years, traditional media outlets still claim considerable market share, even in the digital sphere. Recent conservation initiatives have demonstrated the value of leveraging print, online, and broadcast media outlets to distribute messaging and key information to audiences of hundreds of millions of people, e.g., Project Ocean [85]. Information on conservation initiatives distributed via news stories and other media pieces carries the added benefit of third-party credibility, and is generally perceived as more objective and unbiased than information distributed by the organization conducting the initiative [84]. The general public often gains awareness of environmental issues and conservation programs through news media [86], and traditional media sources are one way for conservation organizations to reach policy makers [35]. In Cambodia, government ministries have previously worked with national television and radio stations to broadcast segments related to environmental education, including quiz shows [25].  
The effort required to report and craft a story deemed of publishable quality for a large media outlet is relatively high for the journalist writing the story, as in-person (or \"on-the-ground\") reporting is generally required for articles to be approved. On the other hand, a relatively low amount of effort is needed on the part of conservation organizations that develop working relationships with journalists. The organization may be called upon to provide the journalist access to interview subjects, background material, and project sites. Likewise, the level of resources and effort required for the distribution of stories is low, as established news organizations already have effective distribution channels and communication networks in place. Relative reach is very high, especially when working with nationally or globally recognized media outlets.  
Figure 3: (**a**) Materials at a coloring event organized by Young Eco Ambassador; (**b**) a Cambodian child colors in the Wonders of the Mekong coloring book.  
Challenges and limitations to working with an independent news outlet include a lack of control over story framing or messaging. For this reason, it is critical to consider any potential negative angles on which a journalist may focus, and to provide specific responses to concerns that are likely to arise [84]. Conflicts of interest can also arise between a journalist's responsibility for objectivity, truth, and accuracy, and the desire of organizations or influential partners or donors to avoid highlighting negative aspects such as project failures or corruption. It can also be difficult for an organization to measure the reach or impact and evaluate the success of various messages that are communicated through an independent media outlet. However, a story is likely to be picked up and communicated by other conservation organizations if it is distributed by a news outlet, especially if those conservation groups feature in the story. Therefore, pitching environmental stories to a news organization is a worthwhile endeavor for conservation organizations, especially if the goal is to reach large audiences to broadly raise awareness and stimulate dialogue about key issues.