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How to Save the World
Unformatted Document Text:  16 campaign against over development along the river’s banks much more visible. It recorded a resounding victory when the powerful university finally gave up and moved plans to a less ecologically-sensitive area. Exclusively Yours A London-based organization that focuses on animal protection has rewarded a journalist who has been particularly receptive to its press releases by offering her an exclusive. “Journalists appreciate the rare opportunity to out-scoop their competition and if we can get an in-depth report on a timely issue, so much the better,” said their PR director. “Plus, reporters have long memories and we need all the allies we can get.” When All Else Fails One growing agency overlooking Boston Harbor hired a former Boston Globe reporter on a consultancy basis to review every press release before it was sent. If it was not newsworthy, he let them know: “I’ve gotten a couple back with the words ‘Don’t even bother’ scribbled on the top. It hurts, but I trust his judgment,” said the group’s PR officer. “He knows what they want.” On the other hand, he is willing to lean on his old connections in the press to push a release through. A final method shared by respondents to harness the media to promote an organization’s image is to include the views of elected officials and politicians in press releases. An east coast land conservancy always invites politicians to speak at its press conferences. This is natural draw for journalists and it enhances coverage substantially. Who comes to mind when someone refers to your strongest allies? Most definitions of public relations include a reference to the building and maintaining of relationships. The data collected through interviews for this study suggest that environmental organizations are using their PR strategies to build growing networks and relationships with one another. In fact, 12 of the 15 groups interviewed named other environmental organizations as their strongest allies. Networking and partnerships are becoming a significant factor in today’s environmental movement. By combining forces, these non-profits can share the cost of a campaign which

Authors: Nordhoff, Andrew. and Downes, Edward.
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campaign against over development along the river’s banks much more visible. It recorded a
resounding victory when the powerful university finally gave up and moved plans to a less
ecologically-sensitive area.
Exclusively Yours
A London-based organization that focuses on animal protection has rewarded a journalist who
has been particularly receptive to its press releases by offering her an exclusive. “Journalists
appreciate the rare opportunity to out-scoop their competition and if we can get an in-depth report
on a timely issue, so much the better,” said their PR director. “Plus, reporters have long
memories and we need all the allies we can get.”
When All Else Fails
One growing agency overlooking Boston Harbor hired a former Boston Globe reporter on a
consultancy basis to review every press release before it was sent. If it was not newsworthy, he
let them know: “I’ve gotten a couple back with the words ‘Don’t even bother’ scribbled on the
top. It hurts, but I trust his judgment,” said the group’s PR officer. “He knows what they want.”
On the other hand, he is willing to lean on his old connections in the press to push a release
through.
A final method shared by respondents to harness the media to promote an organization’s image is
to include the views of elected officials and politicians in press releases. An east coast land
conservancy always invites politicians to speak at its press conferences. This is natural draw for
journalists and it enhances coverage substantially.
Who comes to mind when someone refers to your strongest allies?
Most definitions of public relations include a reference to the building and maintaining of
relationships. The data collected through interviews for this study suggest that environmental
organizations are using their PR strategies to build growing networks and relationships with one
another. In fact, 12 of the 15 groups interviewed named other environmental organizations as
their strongest allies.
Networking and partnerships are becoming a significant factor in today’s environmental
movement. By combining forces, these non-profits can share the cost of a campaign which


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