Our Favorite Rule for Successful Media Relations
If you’ve ever been a Forthright client, you’ve probably heard us say this a million times: “You don’t talk TO the media, you talk THROUGH the media!”
While we value journalists for all they do, a simple conversation with an individual reporter rarely accomplishes an organization's end goal. Instead, we want to work with a reporter to get our mission or campaign in front of an important audience for our cause.
For example, when we chat with a reporter, what we really want them to do is to write a story that then reaches policymakers who will, as a result, support critical legislation. Or donors who can help fund your next critical initiative. Or families who can use your services!
So the next time you hear someone say “we want to talk to a reporter about this” you’ll know that the next question should be “okay, but who are we actually trying to reach”?
Let’s put this into action!
Step 1: Decide on Your Audience and Goal
Talking through the media to your target audience means knowing what your goals are and WHO you want to talk to to accomplish them. For example, maybe you want doctors to partner with your organization on your new community nutrition program. In this case, it doesn’t matter if policymakers or educators see your messaging. To help accomplish your goals, you need to reach doctors and professionals who influence doctors!
We like to spend a few minutes before every pitch (or when a media request comes in) deciding on our goal and the right audience.
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Step 2: Meet Them Where They Are
This seems like a simple step, but is one of the most critical decisions you can make during a media relations campaign. Place your story in a publication that your target audience reads, watches or listens to!
For example, one of my first “big” media hits as a baby communicator was an interview on Federal News Radio. When we initially decided who to pitch, I wasn’t excited about FNR. Why couldn’t we go after the Washington Post instead? But then I realized that if we landed a spot, we would reach our EXACT target audience at the time: professionals in the government and government contracting spaces. That spot landed my client two new accounts—accomplishing our goals.
While a People feature or the cover of the New York Times may be REALLY cool for your organization, do your target audiences actually read that publication? If you’re trying to reach child care providers in Nebraska, the New York Times isn’t going to move the needle for you.
Often more niche outlets—like a local broadcast news station or a popular medical newsletter—may help you accomplish your goals more than a big name publication.
Pro tip: Pitching one story a quarter to the RIGHT publication (with a goal in mind) that reaches your exact target audience is more worth your time than monthly, less targeted media relations.
Want more media relations tips? We have plenty of FREE resources for you!
