Media Releases
The media campaign is an important element in communicating with your community and highlighting council action. It builds community and media support for the issue to keep it alive and on the agenda.
The three sample media releases below focus on critical points in a program. They are a guide and will require modification to include the elements of your own program. Don't forget to use the fact sheet to find new angles and information.
Ideally, your dog poo program would run all year round with media releases issued at each new development.
Media Release 1 announces the crackdown on dog poo litter. This media release positions dog poo as a serious litter issue and announces details of the launch and program.
Media Release 2 announces the start of the enforcement phase. It highlights that the program is going well and a reduction in dog poo is evident but it is now time to fine those who are not getting the message. Include your own examples of what you have achieved already.
Media Release 3 announces the results of the program. Use this release to provide feedback on the elements of your program, for example, the number of materials (bag carriers, mock fines, prizes, etc.) distributed or the number of fines issued. Or you could announce that officers noted a reduction in visible dog litter and no dog owner was observed not picking up, all in all a very successful program.
MEDIA RELEASE 1
Date
xx COUNCIL KICKS UP BIG STINK OVER DOG POO
(Melbourne statistic) "Consider this: over 300,000 dogs living in metropolitan Melbourne produce 30 tonnes of dog poo each day. Where does it go?
(Victorian statistic) Consider this: around 900,000 dogs living in Victoria produce about 90 tonnes of dog poo each day! Where does it go?
(Your municipality's statistic) Work out your own stat-using the Dog Poo quiz in Education section.
XX Council joins the statewide attack on dog poo litter, led by the Victorian Litter Action Alliance, as it launches its dog poo litter prevention program on (insert date and details).
XX (SPOKESPERSON OR MAYOR) said councils across the state often bear the brunt of dog poo complaints.
"We receive (xx hundredsxx insert figure) of calls from irate community members who don't understand why dog owners don't act more responsibly and pick up after their animals. Dog poo also (consistently) registers as a community concern in our annual survey.
"Dog poo is a serious litter issue that arouses much passion in the community," said XX (SPOKESPERSON OR MAYOR).
"Concerns range from the potential health and environmental impacts, to what some call the 'yuk factor'- that smelly, squishy, unsightly, 'Oh No' response I'm sure we've all uttered at some time.
"We have many dog owners who are sparkling role models in our community but there are still those who are seriously lacking in this critical area of responsible pet ownership.
"We have seen a major change in the behaviours of dog owners over the past ten years resulting from the state government's and our own responsible pet ownership program.
"While the landscape no longer has the array of fresh-to-decaying piles of dog poo that it used to, it still has too much!," said XX (SPOKESPERSON OR MAYOR).
Council's program will include educational activities such as (include some local examples) and will also be a strong reminder to dog owners that they run the risk of being fined $XX (insert your council fine) if caught not picking up.
Include details of the requirements under your local law.
Dogs, and pets, are an important part of many people's lives, with studies showing they bring physical and psychological health benefits to individuals and society as a whole.
"We need to work together to ensure that dogs and other pets have a place in the lives of those that choose to own them while not encroaching on the lives of those who don't. Picking up dog poo is a key part of responsible pet ownership.
"Through this campaign we want to eradicate dog poo from our environment so we will have a cleaner, safer and more pleasant environment," said XX (SPOKESPERSON).
The XX Council campaign is part of a recently announced statewide program to reduce dog poo litter, developed by the Victorian Litter Action Alliance and Bureau of Animal Welfare Responsible Pet Ownership Program, Department of Primary Industries.
See fact sheet
Media Contact: Name and phone number
MEDIA RELEASE 2
Date
FINES FOR DOG POO #HIT & RUN OWNERS!
XX Council has launched a month-long enforcement blitz to target dog owners that fail to pick up after their dog. The blitz, to run throughout XX (month), will see fines of (XX insert amount) issued to offenders and aims to improve our local environment through reduced littering.
"Council recognises dog poo litter is a serious environmental concern. Some dog droppings contain harmful bacteria and nutrients. They can end up polluting our XX (name local waterways) when washed into the stormwater system, particularly following heavy rainfalls. (XX consider current rainfall, beaches, etc.)
"Discarded dog poo can also be a health risk, especially to children, people with compromised immune systems and field sports players," said XXX (SPOKESPERSON).
The XX Council launched their dog poo litter prevention in XX (date) and has XX (insert details of what you have done).
Include details of the requirements under your local law.
XX (SPOKESPERSON) said that most dog owners have responded very positively to the program.
"We have learnt that this program is very timely because despite previous efforts some dog owners did not know they were required to pick up. Others had not been picking up because they didn't know how and they have benefited from being shown a few simple tricks!
"We've also received really useful feedback about XX (include any, e.g. better placement of bins, vandalism to dispensers, etc.)
"Council congratulates all of our responsible dog owners for not only doing the right thing but also acting as role models, as well as exerting peer pressure on the recalcitrant dog owners.
"We're combining the education message with an enforcement one because research tells us that is the most effective line of attack. We do know that meaningful and enduring behaviour change usually occurs when people choose to comply, which is why education programs are always a major part of litter prevention programs.
"However, some people don't respond to this despite our efforts. This is why we now need this enforcement phase; it will really send home the message that dog owners have to do the right thing," said XX (MAYOR OR SPOKEPERSON).
The blitz will include educational activities such as (include some local examples) and will also be a strong reminder to irresponsible dog owners that they run the risk of being fined $XX (AMOUNT) if caught not picking up.
"Our (month) blitz is part of a statewide push to reduce not only dog poo, but all forms of littering," said XX (SPOKESPERSON). "XX Council enforcement officers will be out in force at identified 'hot spots' such as (note key areas your officers will be monitoring) monitoring dog poo and warning people they can be fined (and handing out bag carriers, rewards, etc. if applicable)."
See fact sheet
Media Contact: Name and phone number
MEDIA RELEASE 3
Date
A CLEAN ENDING
XX Council's recent dog poo litter prevention program has drastically reduced the amount of smelly, unsightly and yucky dog poo in our streets and parks (and beaches if applicable) announced XX (SPOKESPERSON).
"Our dog owning community have responded excellently to this campaign recognising that dog poo is a serious litter issue with potential health and environmental risks," said XX (MAYOR OR SPOKESPERSON).
"In the past XX months we have distributed (include details on the number of materials, bag carriers, mock fines, prizes, etc. distributed).
"We issued XX fines to offenders (or officers noted a reduction in visible dog litter and no dog owner was observed not picking up) which shows the success of the program!" said XX (MAYOR OR SPOKESPERSON).
Council reported a reduction in the number of complaints from (insert details of the comparison before and after).
"All in all we are very pleased with the result, achieving a cleaner, safer, more pleasant environment for all of us. Our enforcement officers plan to keep a close watch on the streets and parks to make sure we don't slip back!" said XX (MAYOR OR SPOKESPERSON).
See fact sheet
Media Contact: Name and phone number
