Top / Earth Day Organizers Guide / 011 Working with the Media



There are two ways to get press coverage for your message, organization or Earth Day event: paid media (advertisements that you purchase for television, radio, newspapers or magazines) and earned media (publicity that you do not pay for, such as newspaper articles and television stories). This section deals exclusively with earned media.

Earned media is one of the most effective ways of raising public awareness about your project, campaign, or event. Unlike paid advertising, this type of publicity is also something that any organizer can generate, no matter how limited your budget is. All it takes is consistency, savvy and hard work.

Most media outlets get much more information than they can possibly use. It is important to present your information in concise, interesting, well-organized, and visually appealing ways, with a consistent, easy-to-recognize style.

Most important, establish personal relationships with members of your local media. Find a spokesperson who brings good, established media relations to your team?or at a minimum, a good "people person" who is knowledgeable about your issue and message and can communicate effectively with reporters and members of the public.





What is the one thing you want people to know about your organization, issue or event? It could be the theme of your event. Perhaps it is one fact that beautifully illustrates the importance of your issue. Maybe it is your connection with the clean energy issue. Whatever it is, that one thing you want people to know and remember about you is your "message" and should be included in every press release, every quote to a reporter, every piece of material you produce?just like your logo. Repetition is the key?a person needs to hear your message 7-10 times before it starts to stick.

Think of the limited opportunities you will have to communicate with the general public through newspaper and television stories, letters to the editor, editorials, your promotional materials and, in some cases, paid advertising. It is a true communications challenge to reach people frequently and consistently enough that they remember your message. The solution is to craft a message that resonates with people when they hear it, then repeat it at absolutely every opportunity. At the point that you think you can’t bear to repeat your message one more time, people are just beginning to hear it.

あなたの組織や主張、イベントについて、人々に知ってもらいたいことを1つ挙げるとしたら、それは何ですか? それはあなたのアースデイ・イベントのテーマかもしれません。おそらく、あなたの主張の重要性を明確に示すものでしょう。クリーンエネルギーに関するあなたの主張につながるものかもしれません。それが何であっても、あなたが人々に知ってもらい、覚えてほしいものは、あなたの「メッセージ」です。そしてメッセージとはロゴマークのようなもので、毎回のプレスリリース、レポーターによる引用、あなたがつくり出すすべてのものに含まれなくてはいけません。繰り返しは重要です。人々の心にあなたのメッセージがしっかり届くためには、それを7回から10回は聞く必要があります。




Materials you prepare for the media can come in many forms. Below are some of the most common and effective ways to inform the press about your activities. Follow these simple steps for an effective media campaign.



An advisory is generally used to alert the media that some sort of event will be taking place. It is a straightforward communication that goes to media in advance of the event and answers general questions: when and where the event will be held, what will happen, and who is involved.


A media advisory should:


Be on your organization’s letterhead


Include a contact name and phone number


Be no more than one side of a page


Include a general description of the event, followed by logistical information


Conclude with a "boilerplate" description of your organization for context (boilerplate consists of one or two sentences that reporters can use to describe your organization)


Have "-30-" or "###" at the bottom to signify the end of the advisory.

用紙最下部に終わりを表わす"-30-"あるいは"###"を記載すること。 <訳者注:日本語の場合は「以上」と記載すること>


A press release is used as an announcement (but not to convey logistical details for an event?see “media advisory,” above) or as a means to convey your point of view. It is used to give the media information you think they might find interesting or newsworthy.

プレスリリースは、告知のため、あるいはあなたの考えを伝える手段として用いられます(ただし、詳しい開催要項を告知するものではありません。前項"media advisory"を参照してください)。プレスリリースには、報道機関の興味をひくような、ニュースとして価値があると判断できるような情報を記載します。

Press releases should:


Be on your organization’s letterhead


Include a contact name and phone number


Be no more than two sides of a page (short is best!)


Alternate paragraphs that give factual context with short, pithy quotes from interesting spokespeople that deliver your message and point of view


Conclude with a boilerplate description of your organization for context


Have "-30-" or "###" at the bottom to signify the end of the advisory.

用紙最下部に終わりを表わす"-30-"あるいは"###"を記載しましょう。 <訳者注:日本語の場合は「以上」と記載すること>



Compile a media list, or obtain a current one from one of your partner organizations. If you find yourself compiling the list yourself, check your local library?it will often have lists of local media you can copy. Then call each outlet to find out which reporter is most likely to cover your issue or event. Your media directory should contain:


Media outlets in your region, including the content and style of programs, columns, etc., and their deadlines


An up-to-date list of reporters and editors and how to contact them by phone, fax, and email.


Be sure to keep your media file current. Contacts may change as often as every two to three months.



Get to know your local media. Once you establish which reporters cover the environment and/or community events, introduce yourself with a phone call or a get-to-know-you meeting.
Be prepared?assemble a press kit of important background materials. Your press kit could include a calendar of events, a press release about your event or projects, any press clippings you might already have, fact sheets from your group, or information from Earth Day Network
on Earth Day’s history and mission, the Clean Energy campaign and web address:

Keep your materials consistent, professional and short! Remember to include your key message on all materials, along with your logo and/or Earth Day Network’s logo. Reporters may use any or all of the content you provide them when they write their stories.

Check your materials with a critical eye?do they accurately reflect your mission and message? Is your message likely to resonate with people who will read the reporter’s story? Will your materials and message excite people and get them involved?

Don’t ever think that time with a reporter is wasted, even if s/he doesn’t write a story right away. When you establish relationships with reporters, you are investing in their future coverage of your issue or event. The more informed a reporter is, the more accurate the story s/he eventually writes will be.

If you are respectful of a reporter’s time and interests, and if you provide valuable, relevant information, you are establishing yourself as a source for that reporter?and good sources are hard to find.



あなたの資料を批判的にチェックしましょう。それらの資料は、あなたの使命やメッセージを正確に伝えていますか? 記者が記事にした場合、読んだ人の心にメッセージは届きますか? あなたの資料やメッセージは、読んだ人の興味をひき、自分も参加したいと思わせることができますか?




Once you have made contact with members of your local media, make it a priority to maintain a positive working relationship. Here are some suggestions for ongoing communications with your media contacts:


Be as helpful and accessible as possible.


Provide background information when a relevant news story breaks.


Participate in editorial board meetings or community meetings, especially when members of the media are expected to be there.


Conduct background briefings for reporters, especially when you are about to make an announcement or hold an event.


Send along interesting materials or articles you come across, but ONLY if you know the material is relevant to what the reporter is interested in. Include a personal note. NEVER inundate reporters with information they don’t want or have no use for.


Don’t hesitate to follow up with a phone call to reporters to make sure they received any materials that you faxed, emailed or mailed to them. This gives you another opportunity to talk with them and answer any questions they may have. But be respectful of their 22:46:41 reporters work on deadline, and often they will not have time to talk.



1) Make sure your media list is in order. Hopefully you have established relationships with reporters who are likely to cover your event. Remember that often reporters are assigned to stories only a day or a few hours in advance, so be prepared to meet some new reporters at your event.


2) Try to get some advance coverage for your event. Talk to reporters you know and ask them if their outlet might consider doing a story before the actual event. Think of good angles that might interest readers, listeners or viewers. Is there a good human interest story? Someone interesting who has volunteered at your event for the past 25 years? Feature stories are a good bet for advance media, because the event itself is not "news" until it actually happens. You might also get some advance publicity if there are public service reasons to have the event announced by the media beforehand (for example, if the streets in a part of town are going to be closed for your street fair).

It is never too early to start talking about your event to reporters. Get them thinking about what a great story it is going to be. Remember, they spend their days talking to other people?pretty soon the word will be all around town.

(2)イベント開催前にメディアに取り上げてもらえるようにしましょう。知り合いの記者と話をして、その報道機関が開催日に先がけて記事やニュースにする予定があるかどうかを確認しましょう。読者や視聴者の興味をひきそうな効果的な切り口を考えましょう。人間味のある面白いエピソードはありますか? 過去25年間にあなたのイベントにボランティアとして参加したなかで、人々の関心を集めそうな人はいますか? イベントというものは実際に開催されるまでは「ニュース」にはならないので、呼び物的なエピソードがあれば、開催前にメディアが取り上げてくれる可能性が高くなります。路上フェアのため道路を封鎖するなど、公的サービスが関係する事項を人々に知らせる必要がある場合は、事前に報道されるはずです。


3) Craft your media advisory (see above for details, and appendix for an example). Your media advisory should go to all local calendar editors one month in advance of your event. Call to follow up and make sure they received it. Some will ask you to resend it when you are closer to the day of the event? make a note and resend when appropriate.

Send your advisory out to all local media outlets at least one month in advance of the event, and then again one week before the event. The advisory should go to reporters you have relationships with, reporters who usually cover the environment or events, and to a general assignment editor at each media outlet (you don’t need the specific name of the editor; it will change frequently).

Don’t forget to send to the local bureaus of the wire services (like AP, UPI and Reuters)?they will put it in their list of daily events, where any reporter or editor can access it.

Remember that many television and radio stations will not assign a reporter until the day before the event. Again, call to follow up and verify that the appropriate people have received the advisory. Be prepared to refax.




4) Craft your press release (see above for details and Appendix for an example). It should include quotes by prominent local leaders, deliver the core message of your event, talk up the event, and say what it means for the community and the bigger picture. Intersperse the quotes with factual paragraphs estimating the attendance and giving other important contextual information about the event. Send the release out several days before the event. As always, call to follow up and be prepared to refax.


5) The day before the event and the morning of the event (if possible) call your local media outlets to see if they are planning on covering the event. Have your advisory and release handy to refax. Don’t be surprised if you end up talking with a general assignment editor you’ve never spoken with before. Make your pitch quickly, find out if they are planning on covering the event, and move on to your next call. At this point all you are doing is final verification of your press attendance?all your legwork previous to this call is what will get you the coverage you deserve.


6) Have a media area at the event. Make sure it is clearly identified with signs, and that your advisory, release and follow up have all been explicit about where the media area will be. It is best to hold it right at the entrance to the event. Have press kits with information about the event ready for reporters. Make sure you collect a business card from all reporters or have them sign in so you can follow up with them later and make sure that they have all the information they need. It can also be very helpful to have articulate, informed volunteers ready to help reporters find exactly the information or spokespeople they are looking for.

Have your spokespeople prepared to talk to the media so that reporters can get their interviews as efficiently as possible. It is important to have a diverse group of spokespeople available and willing to talk to the press? local elected officials, business people, environmental activists, teachers, parents, youth, grandparents. They each have a unique view of why your event or issue is important to the community. Both the press coverage and your relationships with reporters will be enhanced by such thorough preparedness.



7) Follow up with reporters. Make sure that they got all the information and interviews they need. Your professionalism and attention to their needs will be greatly appreciated.




Most newspapers have a board of writers that decide what positions the paper will take on a multitude of different issues. Editorial boards decide which local?and national?political candidates to endorse and whether or not to condemn the local coal-fired power plant for polluting the community. They might write editorials about Earth Day, the environment, or clean energy.



The public service announcement (PSA) can be a great way to get your message out. Since PSAs are considered a service to the community and not an advertisement, many radio and television stations will run them free of charge.
PSAs provide clear, concise answers to the who, what, when, where, why and how of your event. There are generally four different lengths:


10 seconds (25 words)


20 seconds (50 words)


30 seconds (75 words)


60 seconds (150 words)


If you provide all four versions, the station can decide which one(s) to use. Good PSAs will mention the name, theme and/or telephone number of your group or event twice, so listeners will be more likely to remember the information.

If you are planning to try to place PSAs with your local media, remember that you should get the announcement to a station’s Public Affairs Director at least two weeks?and preferably up to eight weeks?in advance. Whether or not you want to develop an extensive PSA strategy, keep your local media in mind?stations are often happy to include your event information on their "listener hotlines."

If you are interested in pursuing a PSA strategy with your local media, see appendix for samples of event-related PSAs.





Letters to the editor are a public forum that calls attention to your organization both before and after your event. Contact your local newspaper(s) to find out length restrictions, and where to send letters. All letters to the editor must be signed and include an address and daytime telephone number. Encourage volunteers and community leaders to write letters that touch on Earth Day, the environment, your community’s environmental challenges, and/or clean energy themes.



Many media outlets provide a calendar of events that are likely to be of interest to their readers. When you contact your local calendar editor to find out when they prefer to receive information about your event, direct them to the calendar feature of the Earth Day Network website ( as an easy way to access local Earth Day information. If your local area does not have a lot of events listed, consider compiling the events yourself as a service to the calendar editors.

Be sure to enter the information into the Earth Day Network calendar, so people in your area can find you when they check our website for events in your area!




Congratulations! As an Earth Day Organizer, you are working along with millions of people around the world to ensure that we pass on a liveable world to our children and to future generations.

The concept of "Clean Energy" doesn’t just apply to the energy we use to heat our homes and power our industrial plants and automobiles. It also applies to the way we use our hearts and minds.

We are putting our positive energy into a new way of thinking and organizing? reaching out beyond what is probable and familiar and pushing ourselves to the exciting precipice of what is possible and unknown.

We are committing ourselves to a fundamental shift in the way we consider our relations to the environment and to each other. We are choosing to act rather than react; invite rather than direct; and collaborate rather than compete.

By participating in Earth Day, we enrich each other while working together to heal our Earth.

おめでとうございます! アースデイ・オーガナイザーとして、あなたは今、住みよい世界を子供たち、そしてさらに未来の世代に手渡すために、世界中の何百万もの人々と力を合わせています。





Earth Day Network is a worldwide clearinghouse for thousands of actions, campaigns, and events that rally people in support of environmental protection. Part of Earth Day Network’s mission is to build a lasting network that mobilizes for positive environmental change.

Earth Day Network

811 First Avenue, Suite 454

Seattle, Washington 98104 USA




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アースデイ(地球の日)は4月22日、毎年Earth Dayの期間には世界各地で持続可能な社会を表現する、自由なイベントやアクションが行われています。

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