How to get media coverage for your park group

When your park group’s events, programs, or advocacy activities get featured in the media, it can boost your visibility, attract more volunteers, and even rally support for park improvements. 

Local newspapers, radio stations, blogs, and podcasts are always on the lookout for interesting stories. With the right hook and approach, your group can land valuable media coverage! Here’s how to make it happen.

Track Journalists and Publications to Tailor Your Pitch

Build a list of journalists and media outlets that cover local news events or the focus issues that your park group is seeking to amplify. 

You can maximize your media opportunities by tailoring a single pitch for different outlets. For example, let’s say you’re launching a new community garden program: 

• You could suggest that the local newspaper write a story about how your program is part of a trend of new gardens sprouting up across the city thanks to a new municipal grant. 
• You could tell a gardening blog about the unique flowers your group has selected to grow. 
• You could contact a radio station, letting them know that one of your volunteer gardeners is available for an interview about tips on producing food in urban spaces.  

Get your timing right

Timing is everything when pitching to the media. Different outlets have varying lead times, so it’s essential to plan accordingly:

• Monthly publications (e.g., magazines): Pitch 3–4 months in advance.
• Weekly publications: Pitch 4–6 weeks in advance.
• Daily newspapers and radio stations: Reach out about a week ahead.
• Online publications: Deadlines vary, but early notice improves your chances.
• Last-minute events: Try local radio stations, community newsletters, or social media groups for quick turnaround.

Pro Tip: Tie your pitch to seasonal themes like spring cleanups, summer picnics, fall festivals, or winter activities to make it timely and relevant.

Craft an Engaging Pitch

Most journalists prefer email, so your subject line and opening paragraph are crucial. Be concise, clear, and compelling. Your email should answer these questions:

• What’s happening?
• Why does it matter to the community?
• When, where, and how is it happening?

Include a photo or a link to visuals. Before-and-after photos of park improvements or images of community members in action are especially effective.

Make It Easy for Them to Craft Their Story

The easier you make it for journalists to cover your story, the better your chances of getting featured. Think about how you can offer the following:

• Photo opportunities: Create moments worth capturing at your event. For example, if you’re hoping to get media coverage about the importance of protecting local ecosystems, organize a visually dynamic activity like a park cleanup event . Ask volunteers and participants if they’re comfortable being photographed in advance so you can suggest them as subjects for journalists.
• Quotes: Include statements from group members or community partners in your press release that convey why your event or issue is important.
• Line Up Spokespeople: Have knowledgeable members available for interviews. Talk to them in advance to plan key messages that they will share with the media.

Follow Up Strategically

If you don’t hear back from a journalist, send them a polite follow-up email:

• Include any new or additional details not in the original pitch.
• Attach your press release again for reference.
• If necessary, pitch to another journalist at the same outlet.

Don’t sweat it if you don’t hear back about your follow-up. Instead of emailing them again, take the opportunity to revisit your pitch. Could it be more engaging or relevant? Experiment with different angles to refine your message in the future.

Think Long-Term

Media relationships take time to build. Stay proactive by sharing updates about your park group regularly. This keeps your organization on their radar for future stories.

With these practical tips, your park group can secure meaningful media coverage, amplify your efforts, and inspire your community to take part in creating better parks for everyone!