The reason is that the news media – radio, television, newspapers, magazines, and other outlets – are one of your best ways of getting news and information about your environmental education program to the public, to consumers. You might not like the media, but you need them. And they also need you; good stories they receive from you help them stay in business.

• Enhance the public’s knowledge and understanding of your program. It keeps your message in front of leaders and decision-makers.
• Build credibility in your program, since people think that what they see in the media is important.
• Extend the reach and increase the frequency of your message. Using the media may mean your message reaches people in your community, the state, or around the world. The extended reach helps build self-confidence and pride in your program.

• Eliminate the competition. Other organizations may do what you do. You won’t be able to get rid of competitors.
• Control the media or the media’s message. You do not own the television station; you don’t have editorial control of what the station says.
• Eliminate negatives. Media relations will not be a "quick fix" if something has put your program in a bad light. Media relations won’t eliminate negatives; however, it can help accentuate positives.

• Set goals. It’s probably unrealistic to expect that every news release you send out will result in a front-page story. But what do you expect? Set realistic goals. Maybe one story a month? Maybe being placed on the community calendar?
• Decide on your approach to get your goals accomplished. How will your goals be accomplished? Through news releases? Personal visits to reporters? On-air interviews?
• Decide who is responsible for fielding media calls. This may be one person or several. In either case, you must decide how media contacts will be routed. And all persons in your office must know this routing system.
• Become a reputable and dependable expert source. Get to be recognized in your community as the expert in your field. If reporters trust you and know that you are an expert, you will be called on time after time for comments.
• Develop a source book of subject-matter experts in your geographic region. Keep track of other experts and sources in the area to whom you could direct reporters if the need arose. You also may wish to supply reporters with this source book.
• Develop a news media source book for your office. Maintain a directory of reporters in your area. Find out what the "rules" are for submitting materials to the local news media, and enter that information in your news media source book. Update this information at least once a year.
• On a regular basis, provide informational materials to reporters. Examples include news releases, public service announcements (PSAs), photographs, and letters to the editor.
• Get to know the reporters in your geographic region, and know the "beat" assignments of reporters. Who covers your "beat"? Depending on the story topic, it might be covered by an education reporter, a business reporter, or a science reporter. Contact the reporters personally, and follow-up with phone calls, faxes, letters, and personal visits.

• Is the information significant?
• How many readers/viewers could benefit from it?
• Is the story timely?
• Is it local or does it have local impact?
• Is the information accurate?
• Is the information new or different?

Different media approach stories a little differently. Newspaper reporters want lots of quotations, hard-core facts (numbers), and photo opportunities. You should schedule stories with newspaper reporters no later than early afternoon, because the deadline for newspaper reporters to complete their stories is early evening to be included in the next morning’s paper. Radio reporters want short quotations (also called soundbites) of 10 to 20 seconds in length and natural (or background) sound. Interviews with radio reporters can be scheduled at any time, because radio news programs air many times during the day. Television reporters also want short soundbites (10-20 seconds) and moving visuals. TV stories can not be as detailed as newspaper stories; TV stories are shorter, usually 90 seconds or less. Schedule TV interviews for early to mid-morning for the noon or 5 p.m. newscasts or early afternoon for the 5, 6, and 11 p.m. newscasts.

• Scheduling: Other events are happening; make YOURS count! If you know one of the most popular and longest-running events in the county is going to happen next weekend, don’t schedule your activity at the same time as this "sure-fire" news coverage event.
• Know the reporters’ deadlines: Remember that reporters have deadlines to get stories in by. Arrange your news events so they can be covered well in advance of a reporter’s deadline.
• Reporters are generalists, not specialists. Reporters may not know much about your area of expertise. Therefore, reporters need a lot of help when developing a story. They need facts presented clearly and concisely, without unfamiliar acronyms, jargon, or technical talk.
• Avoid calling news conferences. News conferences should be held only when new and important information needs to get to many media outlets at the same time.
• Determine that the event you want covered by a reporter really is "news." Keep in mind the criteria for newsworthiness detailed in the previous section.
• Reporters are good observers. Anything reporters see or hear is fair game for the story. In other words, do not go "off the record."
• Media like to personalize a story. Submit story ideas that emphasize people.
• Make sure the facts you provide the reporter are correct. If you don’t know if something is right or not, don’t guess. Check it out before you give it to a reporter.
• Follow trends. Keep up with the events in your own field, and pitch story ideas that are "trendy" or timely.

• Written materials, such as tip sheets, news releases, brochures, and organizational reports can help reporters tremendously when they write the story.
• Setting: Provide tips on where interviews should be conducted. What visuals and audio would improve a TV story? Most reporters appreciate any tips to enhance a story.
• Directions/travel: Provide explicit directions to an event, assistance with camera gear, and help with getting from place to place.
• Several sources/resources: Reporters like to have more than one person to interview. If you know someone who would add to a reporter’s story, suggest the person’s name. And make sure you are the best person to be interviewed. If you’re not, try to help the reporter find the best person.
• Understandable terms: No jargon or unfamiliar words.

• Explain your need to local media personally, especially if you need a good deal of exposure in a short time. However, remember that you’re asking for free time. Anytime that is given to you is better than no time at all.
• Send information about your event to the public relations person, public affairs director or promotions director (after you’ve made personal contact with that person, of course). Many TV and radio stations have a calendar of events, which is aired once a day. Newspapers tend to list community events once a week.
• Be ready to go on the air early. Many TV and radio stations invite guests to discuss their upcoming events. However, these interviews usually are early in the day. Be ready and willing to appear during early morning hours if you’re asked.
• Develop public service announcements (PSAs).