You’re working with the media on a big project. What are the most important things to keep in mind?

2 Research your outlets

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.

3 Build relationships

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.

4 Prepare your materials

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.

5 Anticipate challenges

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.