1. 1. Define Your Message 2. Plan & Strategize 3. Craft Your Message for the Media

2. 1. Define Your Message Tell me a story! Why should I care? What’s so special about the land you’re trying to conserve?

3. What’s Your Story?  Water quality protection  Views  Recreational opportunities  Agricultural land (local foods)  Wildlife habitat  Location: close to other conserved properties, “room to roam”  Rare or uncommon natural community  Cultural history – stone walls, cellar holes, old mines and quarries, charcoal kilns, past industry that’s part of the town’s cultural identity  Sense of urgency: much development in area, a “for sale” sign has gone up HooksettHooksett 1 Hooksett 2 Gilmanton Mason Merrimack Tamworth BelknapsHooksett 2Gilmanton

12. 2. Plan and Strategize When to Reach Out Beginning: Announce the project Middle: Share successes & milestones “Success begets more success.” Keep up momentum with stories Invite people to events Report on those events End: Celebrate success, thank supporters: “We did it!”

13. Where to Reach Out Begin with the end in mind. What outcome do you want? Support at town meeting? Donations? Attendance at events? Inspire landowners? Knowing your desired outcome will determine what channels you use: Letters to editor Press release to media outlets Events calendars Direct mail to neighbors Newsletter Town’s or CC’s website, Town’s or CC’s Facebook page Flyers to hang up at the local library, etc. Calendar 1 Calendar 2

14. 3. Craft Your Message Use language that resonates with people! Not this! We want this….

15. Craft Your Message Download a copy of “The Language of Conservation 2013: Updated Recommendations on How to Communicate Effectively to Build Support for Conservation” from https://www.conservationgateway.org/Files/Pages/language- conservation-mem.aspx https://www.conservationgateway.org/Files/Pages/language- conservation-mem.aspx Yes: clean drinking water, nature as a source of health & wellness No: global warming, “green infrastructure” link

16. Press Release Tips 5 Ws and H: Who, What, Where, When, Why, How Remember your messaging strategy: Put the Why up high -- in headline, subhead or first paragraph What else to include? Contact name, phone number and email Headline suggestion Photo – attach to email, high resolution Photo caption at bottom of press release Map – attach to email Link to CC’s webpage for more info.

17. Press Release Tips Go online or call -- find email addresses and names of local editors Weeklies are terrific! E-mail press releases - Paste press release into body of the e-mail instead of attaching - Put “press release” into subject line - Attach photo and map (if available)

23. Leave no stone unturned… look for more ways to communicate your message. Communication is key!