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

Lisa.norwood@sanantonio.gov