Running a Conservation Campaign

The nuts and bolts of a conservation campaign

Some points about writing to government:

• Letters should be matter-of-fact and to the point.
• Avoid flowery or intemperate language or exaggerations.
• Make sure all your facts are correct.
• End with clear demands, such as  – “In view of the above facts, we request you to 1. Stop mining….2. Ensure restoration of the damaged area…etc.”
• If possible add some color pictures of the damage if the project has already begun.

Click here to see a sample letter to government.

Creating an effective Power Point Presentation:

• Avoid detailed tables with statistics.
• Keep it short and visually interesting by using good quality photographs and graphics.
• Have a logical structure.
• Avoid simply reading out what’s on the slide.  Instead, elaborate and explain the bullet points.
• Speak slowly and clearly and don’t race through the presentation.

Creating a conservation video: Click here to learn how to make a conservation film.

Preparing a press release:

• Ideally, a press release must be not more than two pages.
• It should provide the facts clearly, as well as any solutions and alternatives.  Click here for samples of an invitation to a press conference and a press release given out at the conference.
• Never modify, manipulate or falsify pictures or facts to gain sympathy – even if it is for a good cause. You need to build good relationships with media persons so that they repose faith in you in the long run.

Organizing a press conference:

• Media-people are invited to several events every day and are therefore selective. If you’re not well known, your invitation may not be given priority by the press.  In such a case, it is better to co-opt a well-known organization or some eminent people into your campaign and issue the invitation in their name(s). Ensure that they are present at the conference.
• Make a list of the editors / Chief Reporters of publications you want to invite and send them a well-drafted, succinct letter explaining the purpose of the Press Conference. Request them to depute a reporter or correspondent.
• If you already know reporters or correspondents who are sensitive to conservation issues and who write regularly on the subject, you can invite them directly as well.  Scanning the ‘environment’ section of a publication’s website will help you identify such people in case you don’t know who they are.
• In state capitals most leading newspapers now have ‘forest beats’. Matters relating to forests, wildlife and environment are assigned to a particular news reporter. It is important to maintain professional and cordial relations with forest beat journalists. Call them once in a while and update them about the issue even if you do not need press coverage. Invite them on a field visit, as this is the most effective way of educating them about the issue. Seek publicity for the issue not for yourself.
• For the conference, arrange a comfortable hall or space (the local Press Club could be one option), with all the right facilities for the presentation. If possible, ensure that at least tea, coffee, some snacks and clean drinking water are served.  Reporters and correspondents are always rushing around and this is a small courtesy you can extend to them.  If there is a mix of English and regional language journalists in the room, make sure that you address them in both languages.  Also make sure that the Press Release that you hand out is in both languages. Always send press releases to regional newspapers in regional languages and to English newspapers in English.
• Have some writing pads and pens handy.  Regional language publications often do not provide these to their correspondents.

Have a good ‘Press Kit’ to hand out at the conference.  This could be a CD containing the following:

• A Press release
• Good photos that they can use for publication (Clear, sharp and about 240-300 dpi in JPEG or tif formats).
• Captions for the photos
• Terms of use of photos (ie., are they for one-time use or can the publication use them repeatedly).
• Any relevant video material you may have, even if it is an amateur video, as this will create a stronger impact.  Again, specify the terms of use (ie., “for use within 30 days in news stories on this topic only”).
• Contact details of main resource people.
• Copies of any important documents/scientific papers that are relevant to the subject.

Networking with other stakeholders:

• The more people and organizations you can get onto your side, the better for your campaign.
• Networking may involve meeting people and persuading them to join your cause, and keeping in touch with them by email and telephone.
• Don’t expect everyone to agree with you 100% of the time, and be prepared to accommodate the views of others so long as it does not compromise the campaign.
• It may help if you can get a few eminent people on your side.  For example, the fight against mining in Goa by local communities and organizations eventually involved a lot of prominent citizens, which drew attention to the cause.

Managing the aftermath and being prepared for repercussions:

• Every campaign is likely to affect somebody with a vested interest.  Sometimes an affected party may stand to lose millions in revenue due to your intervention.
• Sometimes, such persons or organizations may try to retaliate.  This may take the form of false allegations against you, court cases, or even physical abuse.
• It is best to assume that all these may happen, and take appropriate precautions.
• Lone warriors are more susceptible to attacks; so campaigning through an organization is a more sensible option. The more people that are involved in a campaign, the less the chances are of any one person being singled out.
• Try to find a good lawyer before you begin your campaign to advise and defend you in case of legal attacks.
• If you are too intimidated – or unable – to take on an issue, at least share all the information you have with someone who is willing to take it up.

Finally, if you don’t succeed, don’t give up!  No matter how hard you try and how strategically you work, you may still fail.  That’s life!  A committed conservationist never gives up.  You take a break, recharge your batteries, learn from your experiences and try again – or move on.

See Conservation India’s showcase section for a list of successful case studies.