Leveraging local media

Media is often an integral part of a social movement’s success in gaining traction, changing public opinion and changing systems. If you are considering reaching out to media to support your campaign goals, here are some tips and strategies to consider.

Media strategy

 

Before reaching out to reporters or editors, ask why you are trying to generate media coverage.

Media is great for:

  • Bringing third-party validation and credibility to your ideas 

  • Influencing decision makers and policymakers

  • Shifting public opinion and dialogue over the long-term

Media coverage does not replace:

  • Organizing

  • Relationship building

  • Community engagement

  • Lobbying

  • Fundraising

If your target audience can be reached more directly through social media, email or one-on-one conversations, those tactics are likely a better investment of your time, because earned media comes with trade-offs such as: 

  • a lack of guarantee for how the story will be framed or whether it will be covered

  • who else the reporter might speak to, including opponents of your cause

  • who will actually find the story and read/watch/listen to it

 

Pitching

 

Identify a hook

Lead with a piece of newsworthy information that will capture the attention of journalists and their audience. Reporters and editors are generally screening story ideas for the following factors:

  • Is it new?

  • Is it timely?

  • Is it unique? (first of a kind or just interesting)

  • Does it involve a high-profile person or organization?

  • What is its impact?

  • Does it impact our readership/viewers, either in geography or interest type?

Identify your ideal messengers

Find people who audiences will identify/sympathize with + find trustworthy. Options to consider for inclusive family definition:

  • Someone impacted by having or lacking paid family leave

  • A policy champion

  • A business owner

  • An economics expert

Identify outlets + reporters

  • Consider reach, readership and reporter interests

  • Start with people you know or have relationships with

Review key messages + prepare proof points

  • Lead with the most important information

  • Be as concise as possible

  • Offer source information for stats and data points

Prepare reporter-friendly materials to accompany your pitch

  • Press release

  • Fact sheet

Pitch + follow-up

  • Be quick

  • Be helpful

  • Include an invitation for an interview and provide scheduling options

 

Other considerations

 

Before reaching out to a reporter, answer these questions: 

  • What else is going on that is competing for attention? Breaking news, COVID, etc.

  • Should you use a broad or targeted pitch approach? Should you consider an exclusive?

  • Is there a possibility of media coverage creating risk to your campaign goals? How?