How To Use This Toolkit
The National Joint Venture Communications, Education, and Outreach Team (CEOT) has put together a Joint Venture Media Outreach Toolkit to assist the Joint Ventures (JVs) with conducting outreach to target audiences around the theme of the 25th Anniversary of the JVs.
Each JV should adapt these materials to best suit regional needs. Keeping this in mind, the overall content and feel of these tools is intentionally general in scope, although we also provide some JV-specific examples that you may wish to use or adapt.
Below we provide some ideas, suggestions, and best practices for how to use the various tools. If you have questions about how to best adapt these materials, suggestions for their improvement, or encounter any problems in opening the various files, please contact the CEOT.
Toolkit Items
- 2012 National Fact sheet (link to PDF download)
- JV 25th Anniversary Video (with introduction by Ken Salazar)
- Photos: 25th Anniversary Reception (March 21, 2012)
- Program: 25th Anniversary Reception (March 21, 2012)
- Fact Sheet template and example
- News release
- PowerPoint presentation
- Talking points
- JV article
- “How to Host a Tour” pamphlet
JV Final Cut w/ Intro from Cornell Lab of Ornithology on Vimeo.
Tips and Suggestions
Developing a Fact Sheet
We have created an easy-to-use PowerPoint template to help you create a fact sheet for your own Joint Venture. The style and color are designed to match the 2012 National JV Fact sheet.
We have also created an example Fact Sheet to give you ideas of how this might look if you use it.
Creating Effective News Releases
The CEOT has developed a draft news release. As with most of the items in the Toolkit, this is meant to be adapted to suit the specific needs of your JV. Below are some helpful tips and hints for creating a News Release, adapted from "Communication Skills for Conservation Professionals," by Susan K. Jacobson.
- KNOW WHAT YOU WANT TO SAY. Outline your key points and sequence them from most important to least important. Stay focused on your objectives. If you want your reader to take a particular action, be sure your message states it clearly.
- ENSURE THAT YOUR STORY IS NEWSWORTHY. Avoid propaganda. If your release reades like an advertisement, it will likely be ignored.
- KEEP IT SIMPLE AND DIRECT. Avoid jargon. Use simple words and sentences to reach your reader.
- KEEP IT BRIEF. A press release should fit on one or at most two double-spaced pages. Additional information can be included in the form of fact sheets and background material. Use short words, sentences, and paragraphs.
- EMPHASIZE THE HUMAN INTEREST. People find other people interesting. When possible, tell your message as a story and put people in it. Emphasize the local or regional angles of your story. Make the relevance of your message to readers clear.
- BE TIMELY. Find out deadlines for submitting releases and get yours in on time. Ensure it is addressed to the current and appropriate media contact.
- ESTABLISH THE CREDIBILITY OF YOUR ORGANIZATION. Your agency or organization should be viewed as a reputable and authoritatie source. The media must belive your release is factual and that your institution is trustworthy.
- FOLLOW THE STANDARD FORMAT. The provided draft news release follows the accepted format. Look online for other examples and make sure that any adaptations you incorporate fall within these guidelines.
- PROVIDE A PICTURE. Offer a photograph, map, or other visual aid to create interest in your story.
- WRITE WELL. Write with nouns and verbs. Use active (not passive) voice. Write in simple, ordinary English. Phrases like, "where the rubber meets the road" and "habitat delivery" will not mean anything to a reader who is not familiar with the inner workings of the JVs. Avoid qualifiers such as "very," "rather," and "little." They sap strength from your statements. Be specific and provide detail; do not be vague. Be concise. Short sentences and paragraphs are easier to read. Rewrite and edit your work; have others read it. Check and double-check for typos and other errors.
Creating and Delivering a Powerful PowerPoint Presentation
- (NOTE: This is a large file and may take some time to download.)
- The PowerPoint presentation that the CEOT created is designed to be adapted by your JV, for your particular audience. You are in no way obligated to use all (or even most) of the slides.
- For each slide we have provided a suggested script. Take the time to adapt this for your own JV or particular audience.
- Do not read your slides. As much as possible, use images, graphics, and some key words or phrases on your slides. Let your own talking provide the dynamic connection and detail.
- Keep your font size large (ideally at least 28 point).
- Keep animation to a minimum.
- Avoid graphics, tables, and charts that will be too small for the audience to read.
Talking Points
You may be called upon to give a speech about the Joint Venture 25th Anniversary. Alternately, you may ask dignitaries to give a short speech at a special event hosted by your JV. In these cases, providing talking points to the speaker is an important tool that helps ensure the most salient points are addressed and the speaker stays within time constraints.
The talking points created by the CEOT provide a starting point. These should be adapted and expanded to meet the needs of your own situation. Keep in mind the rules for a good news release when creating your talking points. Avoid jargon, keep your statements simple, clear, and active, and try at all times to make a connection to your audience.
JV Articles
We have created two articles that can be adapted for a variety of media outlets. There are two versions: one long, the other short. Both provide an overview of the Joint Ventures on the occasion of their 25th anniversary.
As with all of the other items in this toolkit, these articles are meant to be adapted. Consider adding text about your JV and the outstanding accomplishments of your partners. Carefully consider your audience and find angles to capture their attention and inspire their engagement.
The CEOT has developed a Google Doc to (1) track publications about the JV 25th and (2) avoid duplication of efforts. If you plan to pitch a story to a newspaper, magazine, newsletter, etc., even at the local or regional level, please either send a member of the CEOT the general details or add the information to the Google Doc. This will help us not only be more efficient in our efforts, but will also help us track our impact.
Google Doc Planned Media Outreach Document
How To Host A Tour
The San Francisco Bay Joint Venture has a great track record in coordinating tours to project sites. They have put together this very helpful pamphlet of suggested steps, tips, and other ideas to help you put organize a successful tour.