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How can you collaborate with media professionals to amplify your volunteer advocacy efforts?

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As a volunteer advocate, you want to raise awareness and support for your cause, whether it's environmental, social, or political. But how can you reach a wider audience and influence public opinion without spending a fortune on advertising or hiring a PR agency? One way is to collaborate with media professionals who can help you amplify your message and story through their platforms and networks. In this article, you'll learn some tips and strategies on how to build relationships with journalists, bloggers, podcasters, and influencers who can help you spread the word about your volunteer advocacy efforts.

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1 Identify your goals and audience

Before you approach any media professional, you need to have a clear idea of what you want to achieve and who you want to reach with your volunteer advocacy campaign. Do you want to educate, persuade, inspire, or mobilize people? Do you want to target a specific demographic, geographic, or interest group? Do you want to generate more donations, volunteers, or signatures for your cause? Having a clear and realistic goal and audience will help you craft your pitch and tailor your message to the media outlets and formats that best suit your purpose.

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Soumya Mishra

Founder & Podcaster: Atypical Dikkatein | Community Building: EquiLead | Fellow: Oxfam, TRD x CREA | Co-creator: G@WI x UN Women India | Feminist Practitioner | Neuroqueer
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Recently, whilst mentoring a group of young queer individuals eager to launch a podcast, I emphasised the importance of clarifying their purpose. Whether their aim is community building, raising awareness, or both, it determines their advocacy approach, content direction, and potential collaborations. Additionally, it's vital to seek collaborators who share similar objectives, values, and audience demographics. Through my own experience with "Atypical Dikkatein," collaborating enabled me to forge enduring connections and expand my reach to diverse audiences, an outcome unattainable in solitary efforts.

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2 Research and network with media professionals

Once you have your goal and audience in mind, you need to find out who are the media professionals who cover topics related to your cause, have access to your target audience, and share your values and vision. You can use online tools like Google News, Twitter, LinkedIn, or HARO (Help a Reporter Out) to search for relevant journalists, bloggers, podcasters, and influencers in your field. You can also attend events, workshops, or webinars where you can meet and network with media professionals in person or virtually. When you reach out to them, make sure you introduce yourself, explain your cause and goal, and offer something of value or interest to them and their audience.

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3 Prepare and pitch your story

After you have established contact and rapport with some media professionals, you need to prepare and pitch your story to them. Your story should be compelling, credible, and timely, and show how your volunteer advocacy efforts are making a difference in your community or the world. You should also provide evidence, data, testimonials, or visuals to back up your claims and make your story more engaging. When you pitch your story, be concise, courteous, and respectful, and follow the guidelines and preferences of each media outlet or professional. Don't spam them with multiple emails or calls, and don't expect immediate or positive responses from everyone.

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4 Collaborate and follow up

If a media professional agrees to feature your story or interview you, you should collaborate and follow up with them to ensure a smooth and successful process. You should be responsive, flexible, and cooperative, and provide any additional information, materials, or contacts they may need. You should also prepare yourself for the interview or feature, and practice your key messages, answers, and call to action. After the media coverage is published or aired, you should thank the media professional, share the link or clip on your social media and website, and monitor the feedback and impact of your story.

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5 Build long-term relationships

Finally, you should aim to build long-term relationships with media professionals who can become your allies and advocates in the long run. You should keep in touch with them, update them on your progress and achievements, and offer them new stories or opportunities to collaborate. You should also support them by sharing their work, giving them feedback, or connecting them with other sources or experts. By building trust and mutual benefit, you can create a win-win situation for both your volunteer advocacy efforts and their media careers.

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Erin Vobornik

Adult Education Advocate & Leader
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In my experience, building a relationship is foundational to all advocacy efforts. When you have someone you can all on in a pinch, it helps in urgent situations. Part of building that relationship is supporting that person or organization with their work. A relationship must be mutually beneficial, so only take on the number of relationships that you can authentically build and support.

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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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How can you collaborate with media professionals to amplify your volunteer advocacy efforts?

1

2

3

4

5

6

1 Identify your goals and audience

2 Research and network with media professionals

3 Prepare and pitch your story

4 Collaborate and follow up

5 Build long-term relationships

6 Here’s what else to consider

Community Organizing

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How can you collaborate with media professionals to amplify your volunteer advocacy efforts?

1

2

3

4

5

6

1 Identify your goals and audience

2 Research and network with media professionals

3 Prepare and pitch your story

4 Collaborate and follow up

5 Build long-term relationships

6 Here’s what else to consider

Community Organizing

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