Media Toolbox

Plan WRW with the Media in Mind
Before WRW
Create a WRW News Kit
Ongoing Publicity
Writing a News Release
Setting Up an Interview

Download Waste Reduction Week Sample Media Release

Plan WRW with the Media in Mind

The media is an important tool for getting your waste reduction message out. Here are some tips for media-wise planning:

• Think visually for TV and newspaper. Identify photo opportunities in your event/activities
• Identify people to give good interviews, especially for radio
• The media likes "celebrities", experts and a human-interest angle such as an unusual individual effort, or a unique and successful idea.
• Local media will respond better if you help them generate ideas, like:
  • profiling a local 3Rs Hero
  • profiling local businesses involved in 3Rs activity
  • highlighting municipal activities, programs and plans
  • planning a radio call-in show to share ideas about waste reduction. Ask local experts to participate

Before WRW

• Start media relations 2-3 weeks in advance of WRW.
• Develop a list of all the media in your area: for newspapers, find out the name of the editor, for radio and television you will want the name of the assignment editor, and the names of the producers and hosts of any radio or television "talk" shows.

Create a WRW News Kit

• Write a news release outlining the importance of WRW and the activities your committee is planning.
• Provide some background to help the journalists. Include information on 3Rs issues and developments in your community to put WRW into a meaningful local context.
• For newspapers include copies of the camera-ready WRW art and request that the paper use it as a public service announcement (PSA).
• Package the material together in a reuseable folder and distribute it to local media.
• Follow-up news releases with a telephone call to encourage coverage of WRW. By working with the media in advance of activities, you will have a better chance of getting coverage.

Ongoing Publicity

• Remember that journalists have deadlines. Avoid calling them after 1:00 p.m. In general, morning is the best time to call. You may have to leave several messages. Be persistent!
• Develop Public Service Announcements (PSAs) and distribute to radio stations to promote WRW and advise the public of events such as tours etc. PSAs should read no more than 15 seconds and should give the most pertinent details of a public event.
• Don't forget your local cable station. It will have a community-programming department and you may be able to interest them in doing a program on waste reduction such as a panel discussion.
• Distribute PSAs to as many venues as possible. Some possibilities include radio stations, newspaper community calendars, libraries, service clubs, newsletters, schools, electronic billboards, church bulletins, and hydro, water and tax authorities.
• After WRW is over, evaluate your efforts and issue a news release on the success of the Week and any contest winners. Include media participation in your evaluation; they like a pat on the back too.

Writing a News Release

A brief, well-written news release will score points. Be sure to put the most important information in the first paragraph, which should include answers to the six basic questions: Who, What, When, Where, How and Why. Minor details can be left to the end. The release should be double-spaced and never more than two pages long, or you may lose the interest of your reader.

• The name and phone number(s) of one or two contact person(s) should be at the top
• Capture the essence of the release in a one-line headline at the top
• Date and page-number the release
• Use quotes to make your points in a conversational manner
• Include additional interesting information in a "backgrounder" -- no more than 3 pages -- and include it with the release. Media like their information in straight-to-the-point, bite-size pieces.
• Centre -30- at the bottom of the release to signify the end

Setting up an Interview

• Know the credentials/background of the person you are proposing for an interview
• Have a number of interesting "angles" that could be covered in an interview with your subject
• Call the host or producer of the radio or television program directly: remind them of WRW and advise them you have someone who would be of interest to their program. KNOW THE PROGRAM -- MAKE SURE YOU HAVE LISTENED TO IT. The waste reduction focus for the interview should address the audience you will be speaking to.
• If the host requests background information on the interviewee or the event, send the information the same day and follow up the next day to secure the interview.
• Always ask if the interview will be live taped with phone-in questions from the audience or other guests on the subject
• Be accurate about the time and location, and arrive 10 minutes early
• Good interviewees make their points briefly and clearly; they use concrete, descriptive examples to illustrate their points; they are knowledgeable about the subject and what's happening in the region/municipality; and, they speak in a lively, enthusiastic way.