What are some unique ways to engage with journalists beyond traditional media channels?

If you want to get your message across to the media, you need to think beyond traditional channels like press releases, email pitches, and press conferences. Journalists are busy, inundated with pitches, and often looking for fresh and relevant stories. How can you stand out and engage with them in a more strategic and creative way? Here are some unique ways to connect with journalists beyond traditional media channels.

1 Host a webinar

A webinar is a great way to showcase your expertise, share valuable insights, and invite journalists to interact with you and your content. You can use a webinar platform like Zoom or Webex to host a live or recorded session, and promote it through social media, email, and your website. Make sure you have a clear and compelling topic, a strong speaker, and a Q&A session. You can also offer a recording and a summary of the webinar to journalists who couldn't attend or want to follow up.

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Naif Al-Sofyani

Strategic PR & Marketing Advisor | Expert in Corporate Branding & Identity Building | Driving Business Growth through Communication
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Invite them to special behind-the-scenes events or exclusive previews to give them a firsthand experience. Use social media to chat, share stories, or even host live Q&A sessions. Consider sending them a monthly newsletter with unique insights or stories they might be interested in. Organize workshops where they can learn more about a topic or trend. Remember, building a real relationship is key, so occasional coffee catch-ups or just checking in on them can go a long way.

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2 Create a podcast

A podcast is another way to demonstrate your thought leadership, reach a wider audience, and attract journalists who are interested in your niche. You can create a podcast series on a relevant theme, invite guests who are experts or influencers in your field, and share stories and tips that resonate with your listeners. You can also pitch your podcast as a source or a guest to other podcasts that cover similar topics. Make sure you have a catchy title, a clear description, and a consistent schedule for your podcast.

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3 Use social media

Social media is not only a tool to promote your content, but also a channel to engage with journalists directly. You can use platforms like Twitter, LinkedIn, and Instagram to follow, comment, and share journalists' posts, and build rapport with them. You can also use social media to monitor trending topics, hashtags, and conversations, and join them with relevant and timely input. You can also use social media to pitch your stories, but make sure you do it in a personalized and respectful way.

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Richa Jain Kalra

Communication Leader I TV Anchor I Founder | Independent Director | Author - The ABC of News Anchoring I Green Voice
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Social Media is the best outreach to journalists in my opinion. It is easier to build a connect via social media. I personally have so many good connections whom I have never met personally but are known to me quite well over the years, some since over 10 yrs too, all thanks to the social media.

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Jesica Lopez-Huskey

Community Policing Thought Leader / Brand Humanizer / Social Media Strategist / Social Capital Architect / Authentic Communicator / Connector
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I think that social media is such an underutilized tool for building and sustaining relationships with media. There is an unending need and hunger for stories, especially those that are well-written, packaged with strong quotes, photos and videos. Thoughtful content that reflects a perspective not typically seen and that resonates with your community and within the current political climate are powerful tools to reach a larger audience but also make inroads with the media. Twitter used to be a great platform for communicating with journalists on newsworthy and timely information. I loved it when some of the articles I wrote became newsworthy and when a video highlighting our officers rescuing a baby duck from a storm drain went viral.

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4 Write a guest post

A guest post is a way to showcase your writing skills, provide valuable information, and reach a new audience. You can write a guest post for a reputable publication, blog, or website that covers your industry or topic, and offer a fresh perspective, a case study, or a solution. You can also link back to your own website or content, but don't be too promotional. Make sure you follow the guidelines and standards of the host platform, and pitch your guest post with a clear and concise proposal.

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5 Send a newsletter

A newsletter is a way to keep in touch with your existing contacts, and also reach out to new ones. You can use a newsletter platform like Mailchimp or Substack to create and send a regular newsletter that covers your latest news, updates, insights, and resources. You can also use a newsletter to highlight your media appearances, awards, or testimonials. You can also invite journalists to subscribe to your newsletter, or send them a personalized email with a link to your newsletter.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are some unique ways to engage with journalists beyond traditional media channels?

1

2

3

4

5

6

1 Host a webinar

2 Create a podcast

3 Use social media

4 Write a guest post

5 Send a newsletter

6 Here’s what else to consider

Strategic Communications

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What are some unique ways to engage with journalists beyond traditional media channels?

1

2

3

4

5

6

1 Host a webinar

2 Create a podcast

3 Use social media

4 Write a guest post

5 Send a newsletter

6 Here’s what else to consider

Strategic Communications

Rate this article

Thanks for your feedback

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