If you’re working in conservation—whether you’re part of a land trust, a nonprofit, or a local advocacy group—you know how important media coverage can be. It boosts awareness, inspires action, and helps attract support for your cause. But how do you actually get reporters to cover your story?
Let’s break it down with a real example. I just got off a call with our friends at the California State Parks Foundation, and they recently pulled off something amazing: their monarch butterfly call to action got picked up in over 150 news stories across California. Here’s how they did it—and how you can do the same.
Tip 1: Make It Relatable
One of the biggest reasons their story resonated? Monarch butterflies.
These iconic orange-and-black pollinators are widely recognized. The Foundation didn’t lead with stats or technical jargon—they led with a species that people know and love. That emotional connection opened the door.
In fact, a reporter even emailed me (in all caps) about seeing monarchs in their neighborhood. That kind of reaction shows just how powerful it is when your story taps into something personal and familiar.
Takeaway: When crafting your pitch, lead with a species, place, or issue that people already feel connected to.
Tip 2: Time It Right
Their campaign didn’t launch randomly—it was tied to California Biodiversity Week.
That gave reporters a built-in reason to cover the story now, which is critical in our fast-moving news cycle. Newsrooms are always looking for stories with a timely hook or seasonal relevance.
Takeaway: Align your story with awareness weeks, public events, or seasonal moments. It gives your pitch a timely angle—and makes it more newsworthy.
Tip 3: Make the Action Easy
Here’s where they really nailed it. California State Parks Foundation asked people to download the iNaturalist app and report monarch sightings.
Simple, clear, and doable. Reporters love stories that give their audience a way to engage—and this one had a built-in next step that made people feel helpful and empowered.
Takeaway: Make sure your call to action is specific and accessible. The simpler it is, the more likely people (and journalists) will respond.
Wrap-Up: How to Pitch Like a Pro
If you’re trying to get more media attention for your conservation work, keep these 3 things in mind:
- Choose a relatable species or subject
- Find a timely hook
- Offer a simple, clear action
Do that, and you’re not just pitching a story—you’re giving reporters (and the public) something they want to talk about.
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