How to Get Media Coverage for Advocacy

Media coverage is an integral part of advocacy work. Since most of us are not journalists, pitching to the media and knowing what to say to reporters may feel challenging. Do I email or call them, what do I say, and how do I know if something is newsworthy?

Here are some tips to get a journalist’s attention and reach a wider audience.

Build Relationships

Developing relationships with reporters are crucial to finding out who is responsible for reporting on the cause you are focused on in your area. Having that built-in relationship will only help your cause when trying to get your story picked up.

Know who’s who – Monitor coverage of your issues and who is reporting regularly about it. Share their stories on social media. Make a list of reporters who cover their subject area.

Be organized – Reporters will appreciate an organized contact person. Be available for phone calls and interviews. Have quotes, facts, and other hard data ready when they ask for it.

Follow up – Reporters receive hundreds of emails every week. Stand out from the crowd by following up. This will keep your story fresh in the reporter’s mind and simultaneously allow you to gauge the reporter’s level of interest.

Use Social Media– Social media is a great way to see what a reporter is writing and covering recently. Follow them and begin with a general introduction so they are aware of who you are.

Use Soundbites

Sound bites are super short statements that convey your message in a memorable way. Your group will benefit from them because they can serve as a perfect delivery vehicle for your messages.

Similes, metaphors, and analogies – Using phrases to relate them to something else is a great way to get your point across while using a relatable phrase to compare it to. For example: “Being president is like running a cemetery; you’ve got a lot of people under you, and nobody’s listening.”