Media outreach will help you share your project with a wider audience. Your media outreach plan should ideally include:
A list of the top reporters (print, online, radio, tv, social media) who you will contact to cover the project.
Social media is a great way to amplify your impact. Consider developing a hashtag prior to the actual day you demarcate the line. Miami used #WheresTheLine. During the marking of the line, encourage participants and onlookers to use a common tag, like #HighWaterLine to build awareness of the project.
You will want to create a press packet for the media. We found it useful to prepare online press packets so that they are easily accessible. Press packets should ideally include:
- A press release
- Maps which reveal the route
- The origin of the scientific data that explains the route
- Original quotes from participants
We found it useful to prepare online press packets before and after the project. The packets provided prior to marking the line had maps, links to scientific data and quotes from participants. The press packet available after the marking of the line included images from marking the line and quotes from participants, after they realized the artwork, as well as quotes from the public who experienced the artwork.
Ideally there is a key person acting as the media liaison. The liaison communicates with the press, manages all inquiries, connects the press to the right spokespeople, and provides them with additional background information when needed.
Some people are far more comfortable talking to the press than others. Decide as a group who will serve as the designated spokespeople and then collectively work on deciding the key talking points for media spokespeople. Having a streamlined media plan in which there are designated roles will help immensely, especially if you find yourself overwhelmed with media the day of the project.