Lisa Norwood Public Relations and Outreach Manager San Antonio Animal Care Services
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Lisa Norwood
Public Relations and Outreach Manager
San Antonio Animal Care Services
Introduction (The “who is this person and
why are we here” part)
• 12 yrs in animal shelter field in Texas
• 12+ yrs as a working journalist in Radio and Television in Texas & AZ
• Worked for CBS -TV and Radio, NBC and ABC TV affiliates
• Managed or completed thousands of media interviews with worldwide media
outlets…all concerning animal control!
THAT donkey at the mall is why we’re here….
Wait…. WHAT DONKEY AT THE MALL?
Let me tell you a story…
It’ll be quick, I promise!
Why weird, wonky and wonderful
is a winner…
YOUR shelter is weird, wonky
and/or wonderful… Guarantee it.
These qualities SELL!
Pictures sell
your agency and your work!
Really, really
sell!
Well, who do you want to know about your
agency? The community? The media?
Stakeholders? Partners?
Sell to who, you say?
Anyone you want to have good feelings about your agency.
Basically… EVERYONE.
It’s not just a donkey at the mall…
• Media tool
• Donation Driver
• Uh, it’s against the law
• It’s a nuisance
• It’s a public safety issue
It’s illegal
Always promote your
local laws to encourage
compliance but
explain WHY!
It’s a nuisance
It’s a public safety
issue
Media Tools
• Publicity builder
• Reputation mender
• Educator
Need Donations?
• Don’t be afraid to ask for help
• Money is great but supplies, time help too
• Don’t forget emergency grants
Stop. Collaborate. And Listen
Your turn. What’s the weirdest, wonkiest
thing that happened at your shelter….
Wrapping messages
• Your weirdness is a peg
• Always circle back
• The message is your core
Responsible Pet
Ownership Local Laws
Public Safety Quality of Life
Here media, here media!
Come here!
Reporter Bait-old school
Reporter Bait-New Cool
Reporter Bait-New Cool (part two)
•Be inclusive
•Be open minded
•Don’t be scared
Connect to bigger stories-
LOCALIZE
Use stats…yeah, stats!
Is it the first one, the biggest one, the smallest one, the most ever, the worst ever
etc.??
One stop
shopping
• Funny news
releases
• Good names!
• Think visually
Put out the welcome mat
• Access is important
• Got pics, video?
And don’t forget these
little guys…
• Social media is an easy
awareness builder
• Your message. Your Way!
• Not using it? START!
Don’t wait for a storm…
Build your bank
• Every media interaction
is currency for later
• They WILL remember
the opportunity even if
they can’t take
advantage of it
Boosting your brand…
One alligator at a time
You are THE experts, right?
Tell everyone then.
Questions?
Let’s talk!
Lisa Norwood Public Relations & Outreach Manager
San Antonio Animal Care Services
210.207.6665 * 210.315.3130
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