There are nearly 49,000 animal welfare organizations in the United States working tirelessly to improve the lives of animals. Why do some of these organizations thrive while others struggle? One of the main culprits could be poor storytelling, which can lead to low rates of new and returning donors and lower volunteer numbers. When it comes to promoting all the positive work you are doing for animals, it’s important to partner with a PR agency that specializes in animal welfare public relations and their expertise for great storytelling.
Let’s talk about what makes your story newsworthy. Sometimes the media will not cover a story because they cannot find a strong news angle. Here are a few characteristics that can make a story idea newsworthy and result in a great storytelling opportunity.
- Timeliness. The media is interested in what’s happening today or in the future, not what happened yesterday.
- Proximity. The closer the event is to the media source, the more likely they will consider it news.
- Prominence. If well-known local people are involved, such as the mayor or local celebrities, the media may respond more quickly.
- Originality. If you are doing something for the first time, the media is more likely to respond; they get tired of the same old recycled event.
- Importance. If many people are affected or interested, the media might consider it a stronger story.
- A compelling focus. A story with some drama is often considered newsworthy. For example, a cat or dog who was rescued at the last minute or who went from terrible living conditions to a loving home.
The experts at Ripley PR understand the power of great storytelling. If your company is ready to partner with a PR agency that is committed and experienced in animal welfare issues, we are ready to help. Give us a call at (865) 977-1973 or contact us online.