You’re working with the media on a big project. What are the most important things to keep in mind?
Working with the media can be a great way to amplify your message, reach new audiences, and build credibility for your community organizing project. But it can also be challenging, stressful, and risky if you don't plan ahead and follow some best practices. Here are some of the most important things to keep in mind when you're working with the media on a big project.
Before you pitch your story to the media, you need to have a clear idea of what you want to achieve. Do you want to raise awareness, mobilize support, influence decision-makers, or something else? How will you measure your success? What are the key messages you want to convey? Having a clear and realistic goal will help you focus your media strategy and avoid wasting time and resources.
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When interacting with the media for significant projects, I have consistently focused on: 1)Ensuring clear and consistent messaging 2)Building trust and transparency with the agency and journalists 3)Providing timely and accurate information to support media coverage 4)Being prepared to address unforeseen issues proactively in a crisis 5)Upholding high compliance and ethical standards
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Have a clearly defined goalpost and ensure clarity of what do you want to get out of it. There should be something in it for you/ your client and the media house and one needs to steer clear of any biased slant. Make sure the it isn't a shifting goalpost and communicate it adequately to the media house to fool proof the modus and avoid hiccups towards a strong impact.
Not all media outlets are the same. You need to do some research to find out which ones are the most relevant, credible, and influential for your target audience and your issue. You also need to know their style, tone, format, and deadlines. For example, a local newspaper might be more interested in a human interest story than a national TV station. A podcast might have more time and flexibility than a radio show. A blog might have a different tone and audience than a magazine. Knowing your outlets will help you tailor your pitch and your materials to their needs and preferences.
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Know the tone and tonality of your media, their target audience and what fits them best to ensure your campaign objectives align with the media outlet's ways of working. Make amends wherever you can while setting realistic expectations at both sides of the fence to avoid last minute laments and assure seamless execution with a win-win for both parties.
Working with the media is not a one-time transaction. It's a long-term relationship that requires trust, respect, and mutual benefit. You need to build rapport with the journalists, editors, and producers who cover your issue and your area. You can do this by being responsive, reliable, and respectful. You can also offer them exclusive access, insider information, or expert opinions that can help them with their stories. You can also follow up with them after your project is done and thank them for their coverage. Building relationships will help you get more and better media coverage in the future.
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Long term trust and equity are key to any relationship and for the ones with media, these attributes are no exception. Media folks work under crazy deadlines dangling on top of their heads. So they need support and understanding and hounding. Understand what fits their bill best, curate your pitch or story to suit a pattern that might align with their tone and tenor. Be there for them when they need to, it's something that can pay long term dividends.
When you're working with the media, you need to have some materials ready to share with them. These can include press releases, media advisories, fact sheets, backgrounders, photos, videos, or infographics. These materials should be clear, concise, and compelling. They should highlight your main points, provide evidence and examples, and include contact information and calls to action. You should also have some spokespeople ready to speak to the media. They should be knowledgeable, articulate, and diverse. They should be able to tell your story in a way that connects with the audience and the outlet.
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My biggest suggestion would be to ensure that your wording says what you want it to say. You may think your infographic says one thing, but the general population may not read it that way. I show messaging to my family and friends who have little knowledge of my field and ask about tone and clarity. I make sure that my call to action is clear. If they don't get it, then it's back to the drawing board. I want to ensure that the information is accessible and clear.
Working with the media can also bring some challenges that you need to anticipate and prepare for. These can include negative or inaccurate coverage, hostile or biased questions, competing or conflicting stories, or ethical or legal issues. You need to have a crisis communication plan that outlines how you will respond to these situations. You also need to have a media monitoring system that tracks and evaluates your coverage. You also need to have a feedback mechanism that allows you to learn from your experience and improve your media strategy.
Working with the media can be a rewarding and effective way to advance your community organizing project. But it also requires planning, research, relationship-building, preparation, and anticipation. By keeping these things in mind, you can make the most of your media opportunities and avoid the pitfalls.
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