Public Outreach
The media can be a strong ally in your local Adopt-A-Minefield campaign. They can help you publicize what you are doing and why, which can result in further support and more people who are interested in participating. Coverage also helps give credibility and weight to your campaign. Ask newspapers, and TV or radio stations to run public service announcements, to advertise upcoming fundraising events for free, to provide space for an editorial or letter to the editor about landmines, and to provide an opportunity to request donations from your local community. Also encourage local media to attend fundraising events. Directories of media outlets are generally maintained by your local chamber of commerce or public library. In addition, Internet searches can provide local media contact information. An example of this is www.ccna.ca which lists community newspapers in Canada.

Mainstream Media: Mainstream radio and television stations, newspapers, and magazines are an important vehicle for promoting your campaign. Contact local editors and producers and emphasize the local angle of your story.

Local Newspapers and Magazines: Local daily and weekly newspapers and local magazines are more likely to cover your story because of its relevance to the local readership.

Alternative Press: Ethnic press may be particularly interested in your Adopt-A-Minefield® campaign if there are readers or viewers from the country or region where you have adopted a minefield.

University and School Newspapers and Radio Stations: University and school media outlets have audiences that may be particularly interested in your campaign. Because they often have limited resources, the more you can help them craft your story, the better.

Advertising: Local radio, television, and print outlets will often advertise upcoming public events as public service announcements.

News Releases
Often, the best way to engage the media is by sending them a news release (links to a Sample News Release) whenever there is something newsworthy about your campaign (the launch, an event, reaching a target, etc).

This guide is intended to help you write an engaging news release that can improve your chances of getting coverage.

Basic purpose of a news release
The most important thing to remember is that a News Release should be the bare bones of an article, ready for instant use if the journalists can't make it to your event. In its best sense, a News Release should inspire the media to find out more and seek you out.

Suggest a headline:
This should catch the reader's attention and sum up your campaign in terms that the reader or viewer might be interested in. Headlines are what sell newspapers to punters and they are also what sell your news release over and above someone else's.

Style:
Write in short clear sentences. Make your event appealing to the general public: Don't assume that just because you're interested in your event, anybody else will be. Be concise and to the point.

The core message:
No matter what, always include the following in your news release (as much as possible in the first paragraph) What's happening? Where? When? Who is participating? Why?
Why will anyone else be interested?

With community press ensure that you explain the local news angle. Adopt-A-Minefield is about people at a local level making a difference on the international stage. The most appealing part of this story to media will be how those in your community are taking action to help solve the global landmine crisis.

Structure:
Try to fit your press release onto one page, but without making your writing too small (although it's ok to put references in smaller writing if necessary).

Always include the date and contact details.

Remember that the first paragraph is the most important. Into this, you must summarize the 'who, what, when, where, why' of your event. Do this in one long sentence, or two if you absolutely have to.

Following that paragraph, your information can contain more detail and comment.
Always leave a blank line between paragraphs to aid reading.

Use quotations from people to make the make the most important points and to express opinions. The quote is the most likely bit to be published. Seek quotations from people who are deemed to be important (the mayor, the local celebrity or MP, the President of your organization etc).

Words outside of quotation marks should be entirely factual and not describe an opinion.

Timing:
Evening newspapers, 10:30 to 11am is a good time. Give them time to take the picture to process and publish in the first evening edition.

Daily newspapers, before 4pm is a good time in order to make the deadlines for next day's edition.

Weekly papers: They don't want to publish old news. If you have a daily and a weekly and you're doing a mid-week event, do it near to the weekly paper's deadline. Telephone them to find out when that is.

Regional TV (which you would only try for more important events that will give them some interesting visuals and an important message to show), don't arrange things too early in the morning nor too late for them to get back to their studio and process the footage in time for transmission. (It all depends on where your event is in relation to the studio.) Some TV stations have 'live' traveling studios. They like events timed to go out with their evening broadcast, so if there's a big issue, consider creating an event specifically to suit transmission times on regional TV. Telephone them to gauge their interest.

Where to send your news release:
If it is a news item (something time-sensitive and newsworthy that would be covered in the main section of your paper), address your news release to 'The News desk' (or other relevant department, such as features, sports, entertainment, …do your research and find out which departments exist and would be likely to cover your event). E-mail, fax or mail your news release. There's nothing wrong with phoning them beforehand to ask how they prefer to receive news releases. However, don't be put off by a less than enthusiastic response. Just keep sending them anyway.

How often should you send news releases?
Don't overload your local papers with news releases when there is nothing really to report, but when there are newsworthy events, keep the flow steady.

ALWAYS remember that the journalists you are trying to interest in your story are skilled in their own field and deserve respect. They may not know as much about certain issues as you do, but this doesn't mean they should be made to feel poorly informed. They are, like the public, and like all of us, simply doing their job in the best way they can. Be helpful and engaging.

Sample press release:

Attention News Editors:
Canadian Landmine Foundation commits 100 per cent of donations to landmine action projects
TORONTO, Aug. 11 /CNW/ - The Canadian Landmine Foundation, Canada's
foremost fundraising organization for landmine action announced today that it
has entered into an agreement to operate as part of the global Adopt-A-
Minefield Campaign. With this change, 100% of all campaign donations will be
used for landmine action projects.
"This change captures something we have been moving toward for some
time", says Scott Fairweather President and CEO since January 2003. "One of my
first recommendations to the Foundation, as a volunteer in 1999, was to find a
way to dedicate 100% of donations to projects", he said. "I am extremely
pleased that we have achieved this very significant goal."
Fairweather also announced that Adopt-A-Minefield Canada will receive no
government operating support. Since its inception in 1999, operations of the
Canadian Landmine Foundation have been largely supported by the Government of
Canada and a portion of general donations received. "Since taking over the
leadership", said Fairweather, "working with the Board and our partners, I
have dramatically reduced costs including reducing the CEO salary by 30%.
Reducing our costs was the first step in being able to tell those making a
campaign donation we will put all of their money into mine action."
Now, the reduced core operating costs will be funded through arrangement
with the global Campaign supported by the Better World Fund established by
Ted Turner, and with the specific gifts of corporations and benefactors. This
fulfills a long standing goal of the Board of Directors of the CLF to be self
sufficient.
Adopt-A-Minefield is a global campaign that channels most of its project
work through the United Nations. With partners in Canada, the USA, the UK and
Sweden the Campaign has raised over $14.5 million for mine clearance and
survivor assistance; cleared almost 18 million square metres of land; and
become the only non-governmental funder in the top donor list in six of the
most heavily mined countries in the world: Afghanistan, Bosnia and
Herzegovina, Cambodia, Croatia, Mozambique and Vietnam.
Adopt-A-Minefield Goodwill Ambassadors Paul McCartney and Heather Mills
McCartney say "Adopt-A-Minefield has become a model for how people can work
together to educate and make a difference. Each year, support for AAM grows
and, more importantly, awareness of this worldwide crisis grows. Out of this
growth we hope to eliminate a tragic, man-made epidemic."
Canadians can help rid the world of landmines and aid landmine survivors
in some of the most heavily mined countries in the world through three major
campaign events.

"These changes are the result of a growing determination by the Board of
Directors and staff to ensure this crisis is solved in our lifetime", says
Board Chairman Remi Bujold.
The Canadian Landmine Foundation was created at the request of (then)
Foreign Affairs Minister Lloyd Axworthy to give Canadians an opportunity to
participate following Canada's international leadership in the movement to
eliminate landmines. To date the Ottawa Treaty is law in 143 countries.

For further information: contact: Scott Fairweather, President and CEO,
Adopt-A-Minefield Canada, Canadian Landmine Foundation, 1623 Yonge Street,
Toronto, Ontario M4T 2A1, Phone: (416) 365-9461 x22, Fax (416) 365-7019,
email: scott@canadianlandmine.org, www.canadianlandmine.org