Media Guide

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Publicizing your adoption effectively will be an important factor in the success of your fundraising campaign. Adopt-A-Minefield appeals to media because it is a human interest story about people at the local level helping less fortunate people in communities around the world reclaim their lives. The media will be an important partner in your effort to inform the public about the global landmine crisis and to reach individuals, community groups, and businesses that may be interested in supporting your Adopt-A-Minefield campaign.

1. Crafting Your Message: What Makes Adopt-A-Minefield Newsworthy

Contact local media once you have defined the objective of your campaign and identified a message that you wish to bring to the public. It is important to keep your agenda simple and uncomplicated, as too much information can obscure your message.

Local media are interested in stories that are timely and that involve local community activities. 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 the media will be how your community is taking action to help solve the global landmine crisis.

2. Public Outreach

The media will be a significant source of public information in your community. It is important that you identify as many media outlets as possible in your area and use them as an integral part of your effort to promote your Adopt-A-Minefield campaign among potential donors and sponsors. Ask these organizations 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 press conferences that you will hold during important fundraising events. Directories of media outlets are generally maintained by your local chamber of commerce or public library.

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

b. 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.

c. 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.

d. 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.

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

3. Pitching Your Campaign

Once you have established your Adopt-A-Minefield campaign, and as newsworthy events take place, you should pitch your story to local media outlets. (For materials that you can distribute to the media, refer to the Media Kit). It is always best to contact a specific person within a news organization when pitching a story. Remember to emphasize the local angle when promoting Adopt-A-Minefield.

a. Pitch Letter: A pitch letter is intended to inform local media about your campaign and to persuade editors and reporters that there is an interesting story to write about. It should be concise and peak the reader’s interest.

b. Personal Pitch: It is often useful to pitch your campaign to a local editor or reporter by phone or in person.

c. Media Alert: When the importance of an event speaks for itself, consider sending a media alert to local outlets. This is a simple "who, what, where, when" (use those actual words) inviting media to attend. Keep the alert simple and do not provide too much detail. You should also prepare a more detailed press release for distribution at the event.

d. Press Releases: Press releases are useful tools for disseminating information about a newsworthy event. Consider issuing a press release once you have met a specific fundraising goal, received a large donation, signed a corporate sponsor, or if you have a significant upcoming event to announce. Remember to answer the "who, what, where, when" of your event in the first paragraph of your press release.

Hint:Do not bombard local media outlets with press releases. Sending information too often and indiscriminately can diminish the impact of your material and campaign. Carefully select outlets for each story. Do not necessarily contact all media at the same time.

4. Interviews: Control the Answers

When a member of your campaign plans to speak on the record with reporters, prepare detailed, comprehensive, and well-organized talking points and answers to anticipated questions.   Speak in complete sentences, as you will be easier to quote.   In addition, do not attempt to win over a reporter who may not necessarily share your views. Rather, focus on getting your message out.

a. Effectively Promoting Your Campaign: Be prepared to answer questions in a comprehensive and well-organized manner. Take the opportunity to promote your Adopt-A-Minefield campaign and to address issues relating to the global landmine crisis.

b. Talking Points: Always be prepared to discuss the three most important elements of the national Adopt-A-Minefield campaign: the campaign’s objectives, the global landmine crisis, and the role of the United Nations in addressing the landmine problem. Explain the campaign in a way that is easy to understand. 

1 - Talking Points: Adopt-A-Minefield

-Adopt-A-Minefield engages individuals, community groups, and businesses in the United Nations effort to remove landmines around the world. 

-The campaign helps save lives by raising funds for mine clearance and victim assistance and by raising awareness about the landmine problem. 

-In the process of raising funds and awareness about the landmine problem, Adopt-A-Minefield helps your community establish direct relationships with the mine-affected communities that will benefit from your efforts.

2 - Talking Points: The Global Landmine Crisis

Discuss the Adopt-A-Minefield campaign within the larger context of the global landmine crisis. One of the main purposes of Adopt-A-Minefield is to educate the public about the landmine problem and to mobilize communities to take action to address this humanitarian crisis.

3 - Talking Points: United Nations Mine Action

Adopt-A-Minefield is an example of the U.N.’s mine action programs at work. It is implemented in partnership with several United Nations entities, all of whom represent the U.N.’s leadership role in the international effort to address the landmine problem.

5. Editorials and Letters to the Editor

a. Editorials: Op-eds may be used as a promotional tool for an upcoming campaign event or as a commentary on a recent news event. Op-eds should educate readers with specific data about Adopt-A-Minefield and the landmine problem. They should be no more than 500 words in length and, if announcing a planned event, they should be submitted about a week prior to the event.

b. Letters to the Editor: Letters to the editor are often easier to sell than op-eds and they also have a strong impact on readers. Submit these letters immediately after a newsworthy event has been reported in your local newspaper.

6. Adopt-A-Minefield Media Relations

The Adopt-A-Minefield campaign maintains a Media Relations Office to help sponsoring groups formulate media strategies and to help publicize specific, large campaign events to promote local Adopt-A-Minefield campaigns. For assistance, please phone (212) 907-1300, fax (212) 682-9185, or e-mail info@landmines.org. Please notify us of your event or media request at least three to four weeks in advance. This will ensure that we can provide a timely response.