NEW YORKERS FOR PARKS (New York, NY) - Working with the Media

Thursday, October 20, 2005

(Parks Practices)

NEW YORKERS FOR PARKS
New York, NY

In This Profile: Program Description • Program Goals • Timeframe • Budget • Funding/Support • Results Achieved • Lessons Learned • Ask The Expert • Contact Information

Introduction

NY4P (New Yorkers for Parks) is the only citywide parks advocacy organization working to promote and protect the 28,800 acres of parkland in New York City.

NY4P: RAISES awareness about the importance of parks as a vital public service essential to strengthening and rebuilding the city. SERVES as an independent watchdog that conducts research and works toward creating a more equitable and efficient parks and recreation system. CREATES public discussion regarding best practices for funding, managing, and designing parks and recreation programs and services. ACTIVATES a coalition of civic, greening, recreation and economic development groups to place parks in the forefront of campaigns and the public agenda. NY4P is a member of the City Parks Alliance.

Program Title: Working With The Media

Program description

As NY4P's press person, I use the media to convey the importance of parks in city life; influence the public, elected officials and powerbrokers to provide greater funding for park maintenance; implement policy by publishing reliable research documents such as the Report Card on Parks (RCOP) — NY4P's annual assessment of neighborhood parks.

To promote events you must issue the following documents:

• Media Advisory —Include basic facts "What, When, Where, Who and Background." This is sent to the media one (1) week, two days and then one day before the event;
• Calendar Listing — send a month in advance to be listed on events page, TV and radio listings;
• Press Release — Create a one page summary to distribute at the event;
• Press Tour, Lunch Meeting or Breakfast Briefing with reporters and elected officials. Reach out to all types of reporters — parks, politics, education, youth or gardening) and set up meetings.

Program goals/issues addressed:

Each organization, campaign or individual must select three message points that they want conveyed. Message points must be clear, concise and try to avoid jargon.

New Yorkers for Parks Message Points:

1. Parks are not a frill
2. Parks are the front and back yards for all New Yorkers
3. Parks need public investment and regular maintenance if they are to be clean, green and safe

Timeframe:

Timing is extremely important when courting the press. Be strategic when launching an issue-oriented campaign or an event. Make sure it is at a time when people can pay attention.

Your event must be:

• Newsworthy
• Relevant to your community
• Timely

Examples:

• If your group is hosting a tree-mulching event do it after Christmas when the trees are being collected by the city/county...invite the mayor and parks commissioner.
• Plan blooming celebrations around Easter in April to play off of the theme of renewal
• Plan City Hall press conferences in late April or early May when city officials are deciding budget to gain awareness during budget negotiations

For more tips on creating a media strategy, click here.

Annual program budget:

NY4P's Annual Budget is $2.1 million

Funding sources/partnerships and type of support provided:

Funding comes from grants, individual donors and foundations.

Results achieved/impact:

NY4P's annual evaluation of parks consistently found that select neighborhood parks (those ranging from 1-20 acres) failed due to broken drinking fountains and closed or filthy comfort stations. As a result of the consistent results of the RCOP, the Parks Department implemented Operation Relief, a program to improve bathrooms, drinking fountains and sprinklers in neighborhood parks.

Lessons learned:

• The press will listen when you personalize a story
• Use powerful visuals — Show, Don't Just Tell
• Use a photo of a broken bench, a destroyed drinking fountain, a littered playground or powerful beautiful images. These can influence your audience. Be sure to document when you took the photo.
• Get the facts — media and government officials respect good research. NY4P's Report Card on Parks has been able to survive the scrutiny of the press and the Parks Department because the research is thorough and consistent.

Ask the Expert (contact person for additional information on this case study):

Name: Rowena Daly, Communications Director
E-mail: dalyink@yahoo.com
Date submitted: October 20, 2005

Contact Information:

Address: New Yorkers for Parks
355 Lexington Ave., 14th Fl.
NY, NY 10017

Tel/Fax: 212-838-9410
Web site address: http://www.ny4p.org or http://www.parks1.org

Photos courtesy of New Yorkers for Parks