| Abstract: | This article analyzes press releases from the World Wildlife Fund (WWF) and Greenpeace (GP) to assess how their tactics and frames affect the amount of coverage they receive in The Globe and Mail and National Post from 2000 to 2010. While it is clear that some tactics are more likely to garner media coverage, the full range of tactics and frames are not effective for all groups. For example, calling to the public to engage in a social issue leads to increased media coverage for GP but not WWF. And, using research does not affect media coverage for WWF, but decreases coverage for GP. This study demonstrates that the effect of tactical choices on media coverage is contingent on the identity of the group using them. |
