Want to avoid the circular file the next time you send out a press release? To ensure your press releases get the attention you want, target your reporters for maximum effect.

Once you have your media contact list underway, browse through your local papers (in print or online) to find the reporters that deal primarily with animal related stories. Find the reporters that frequently write about compassionate stories that pull heartstrings, those who write about the corporate or business side of the nonprofit house (such as articles on volunteers, on direct mail strategies, using the internet), the society reviewer who details what is happening and when, and stories about seasonal or holiday trends and highlights. Jot these notes down in a 3×5 file card or on your computer’s Notepad or Word program for each publication.

Keep track of which reporters do stories on which ‘beats,’ or segments and areas of the community. You’ll want to make sure you send your story pitch to the person who has the best connection to your idea. For instance, if I were going to send a story idea to my local newspaper about highlighting the 10 years of dedicated service by a prominent volunteer, I’d suggest it to the society and business minded reporters, and not necessarily those who focus on the hard hitting news like train derailments. That particular story is not a hard piece of news, such as election results or a new government bill. It’s what is frequently called a soft piece, but still perfectly designed for the society section, local news, or the business/ charity section because it highlights a great achievement.

You’ll also want to keep an eye on what stories these reporters have recently worked on, to provide them with a ‘next level’ story that takes things a step further. You don’t want to send them an idea for an article that they just did, since no one likes to repeat news. BUT, you do want to build on that idea, provide the ‘next level’ of the story, turning things up a bit more, or spinning the story to fit your group best. This helps the reporter continue the story from a different angle, presenting a new twist on a major media story.

Once you’ve targeted a few good candidates, contact them via e-mail to introduce yourself, your group, and your cause. (If you must contact them via phone, between 10 and 12am is usually good, since it will be after they’ve received their daily assignments from the editor, and before the crunch time of going to press.) Provide a list of cell phone numbers and e-mail addresses the reporter can use to contact you and several members of your group, along with your group’s website address. Detail a list of subjects where you are able to be used as a subject matter expert, including pet behavior, a wide variety or animal statistics, working as a nonprofit, volunteering issues, and conducting business in the area. Let the reporter know that you and your group will be happy to comment on any animal related stories that may come up, giving national stories a local angle. This is important for a paper or TV news broadcast, because it turns a national story into something relevant that touches home for local citizens. A dog bite case in New Jersey may not matter to the people of Texas, unless the reporter can give relevant statistics about dog bites in Texas, and tips for prevention. You want to make sure your group is the one the reporters will call when they think of animals. If you’re able to help reporters on their stories, they are more inclined to help you publicize your events!

News happens fast, and it will help the reporters to know they can contact you quickly to get good comments and information that will benefit the story. Be sure your group is the first thing the reporter thinks of when they hear the word “animal” in a story. In return, they reporters will be sure to highlight your group’s other activities as well.