If you are anything like me, you work hard to move the needle. And I’m always looking for ways to layer on different communications tools that can effectively work within existing campaigns.
Too many organizations and businesses keep their story inside their four walls, totally missing opportunities to expand their reach through earned media.
Why do media relations matter in the first place? Like it or hate it, media is influential in shaping public opinion. Whether you are trying to persuade elected officials or you want to tell your story to a broad audience, media can help influence on your behalf. And for the most part, media is trusted. As a trusted ally, media can help legitimize your message.
Earned media matters. Now let’s talk about the best strategy for engaging local media.
When determining the type of media you’d like to pitch, think first about whom you are trying to reach. At Targeted Persuasion, we’ve found that we get older and politically engaged segments when articles run in the daily newspaper, and we can hit a large portion of the population through the right local television station. We usually aim for the station that has the largest viewership first.
When we need to reach a younger group, we’ll seek out local influential social media stars. Based on the content and target, we will often reach out to independent print and digital news outlets. However, don’t discount the ability of your local paper and broadcast affiliates to reach younger audiences. Many of them have beefed up their social and digital presences. If you can craft a message that resonates, readers will often share with their friends further expanding your reach.
This is a very brief overview, and obviously the devil of any media outreach strategy is going to be in the details. Next week, we’ll take a more in depth look at earned media strategy and how to craft your message.
In the meantime, if you have a story that you want to tell, it’s never to soon to start the discussion. Email us today and find out how Targeted Persuasion can help.