Participants in the Media Committee's workshop at the 2001 meeting faced an unexpected challenge. The idea was to focus on the media's coverage of a conservation issue--introduced game species--but the issue was so controversial that the participants almost got sidetracked. We are happy to report that they rose to the challenge and focused on the issue's coverage rather than on the issue itself.

Our workshop yielded insights into how the media works as well as tips on how to work with reporters and editors to improve conservation coverage. Understanding the media is critical because the news helps shape the public's perception of conservation issues.

The workshop was moderated by Susan Jacobson (University of Florida), author of Communication Skills for Conservation Professionals (2000, Island Press). The five panelists were

• Paul Henson (Field Supervisor, USFWS Pacific Islands Ecoregion)
• Jon Sabati (Hawaii State Chapter President, National Wild Turkey Federation and Chairman, Hawaii Hunting Advisory Council)
• Bob Duerr (outdoor writer and columnist, Hawaii Fishing News)
• Patricia Tummons (Editor, Environment Hawaii [monthly newsletter])
• Marjorie Ziegler (resource analyst, Earthjustice Legal Defense Fund, co-founder, Environment Hawaii, and columnist, Hawaii Fishing News)
  

Analysis of media coverage

The panelists pointed out a number of ways that the media could improve coverage of introduced game species in Hawaii. Tummons said that reporters need to be more critical of their sources. For instance, if a source claims that the pig was sacred to early Hawaiians, the reporter should check this with experts. Contrary to press reports, the pig was not sacred but was eaten, she said.

In addition, many reporters believe they must cover both sides of an issue equally, said Tummons. The problem is that sometimes only one side is legitimate and sometimes there are more than two sides.

Another problem is that most coverage is superficial, added Zeigler. The press should provide perspective and context: for example, stories about what to do with remaining forests should state that half of the rain forest and 90% of the dry forest are gone.

Finally, the media should address solutions, not just problems, said Zeigler. Henson agreed, saying that the media likes conflict and is much less willing to report on people working together successfully. For example, while hunters have helped plant native trees and control exotic vegetation, these contributions to conservation are not covered by the press, said Sabati.

How to work with reporters and editors

Understanding the media's perspective is vital to working with reporters and editors -- which in turn is key to getting your message in print or broadcast.

Workshop participants gave these tips for getting media coverage:

• Offer something new in your story
• Engage the public
• Tell your story succinctly
• Be specific
• Make information easy to digest
• Make complex issues interesting and understandable
• Highlight emotional connections
• Provide graphics and photos
• Make time for reporters--they have tight deadlines
• Meet with reporters and editors to suggest story ideas

• If you can't check the story before publication, test the reporter's understanding during the interview
• Alert reporters and editors to errors in coverage
• Compliment good coverage

Robin Meadows, Chair of the Media Committee, writes news tips based on Conservation Biology and writes for Conservation Biology In Practice.

David Johns, a member of the Media Committee, teaches courses on political culture at Portland State University.

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