Create a news “hook” or angle that makes the event newsworthy.

Include the development of media kits in the checklist for tracking pre-event, event, and post-event activities. The checklist may also include room arrangements, speakers, expenditures, refreshments, transportation, equipment, and follow-up actions.

Inform the media of the event in a timely way. If the agency issuing the FCA wishes them to attend, ask about their schedules, if possible, to avoid holding an event that conflicts with other media activities. Conflicts might prevent media coverage.

Include specialized media, such as community newspapers, cable TV stations, radio, fish or human health-related publications (the trade press), foreign-language publications or broadcast media, and partner organization’s publications. These media may have a greater incentive to use the story than general newspapers or regular TV stations, and they can ensure an audience at a press conference if the mainstream media do not show up.

Launch activities in multiple locales on the same date to make them more newsworthy.

Invite spokespeople who support the program and who may attract media interest.

Hold the event in a location that is connected to the message and involves members of the target audience. This might be near where people fish or at a grocery store where fish are sold. Make sure the location has sufficient space for the media and their equipment.