For large, well-established conservation groups and foundations that tackle climate change, threatened habitats, water quality and more, maintaining external communications is critical. From thorough reports detailing the use of funding and the results of your work to simple eblasts to members, a regular connection with existing and potential supporters is necessary to advance your mission. That said, have you taken a step back to look at your website’s newsroom? If it looks more like a one-mic podium for your organization than a highlight reel of your efforts in the news, it might be time to consider tapping an experienced PR team to implement a conservation public relations strategy and boost your earned media mentions.
Balancing Owned and Earned Media
Don’t get me wrong. There are appropriate instances of “owned” media that belong in your newsroom. Posting official statements responding to breaking news and legislation is great, and press releases you generate belong here as well. For example, The Nature Conservancy recently shared the exciting news of their new Colorado River Program director on their site. The question is whether or not you’re also posting and sharing stories about your organization in the news.
- Earned Media – Getting the Momentum Started: Even if you’re issuing timely press releases about your efforts, those will only go so far without being manually – and strategically – pitched to journalists for earned media placement. The process isn’t easy, and to be done effectively requires someone (or a team) with a combination of media relations know-how, existing relationships, and experience “selling” news through to increasingly busy journalists.
- Repurposing Clips for Content – and Engagement: When you begin securing earned media placements, or if you’re already a regular in the news for your efforts, make sure to share the news with your stakeholders. Share links to coverage and mentions on your social media channels and post them in your newsroom, too. Linking out to positive media mentions about your organization adds tremendous credibility, creates engagement and even entices members of the press to cover you again – they need engagement and views, too.
If your conservation organization’s media visibility – and newsroom – could use a boost, contact us at Orange Orchard today. You can reach us here or by calling (865) 977-1973.