Advocates typically engage with the news media in two ways: by responding to reporters’ requests for information and by creating their own news so reporters seek them out. In either case, it’s important to be familiar with your targeted media outlets before taking a call or pitching a story. Start by following the outlets’ content to learn how they cover — or don’t cover — your issue. Then, gather relevant reporters’ bylines to create a media contact list and identify reporters or editors you want to build relationships with. Once these relationships are in place, it will be easier to become a trusted source and to shape news coverage of your issue.
Advocates can create news using proactive or reactive strategies. Proactive strategies include authoring compelling op-eds and letters to the editor, releasing research reports, and creating news, while reactive strategies involve piggybacking on breaking news to shed light on your issue. Both approaches require learning to think like a reporter and developing a keen sense for what makes something newsworthy.
Other tactics for influencing public dialogue include the use of paid advertising and social media campaigns. As more people adopt digital tools, conversations on platforms like Twitter are increasingly catching the eye of reporters and affecting what stories the news media cover and how they cover them. Knowing this, advocates are now using social media to get coverage for everything from environmental protections to trans rights to violence prevention.
Want to learn more about how you can use proactive and reactive media advocacy strategies to support your community organizing efforts and policy change goals? Check out the resources below or contact us to discuss training options.
Related resources
Creating news that reaches decision-makers [pdf]
This training manual explores different news story elements so participants can learn to emphasize what is newsworthy about their issue. Participants will explore how to create news, piggyback on breaking news, meet with editorial boards, submit op-eds and letters to the editor, and develop advocacy ads.
Worksheet: Elements of newsworthiness [pdf]
Media coverage can provide a powerful way for advocates to shape public conversations and public policy. But gaining coverage requires understanding what makes an issue newsworthy. Use this worksheet to brainstorm ways to make your issue relevant to the media.
How advocates can make their issue more newsworthy: Tips from a veteran reporter
Getting media coverage of a public health issue or policy goal can seem daunting. Here’s how advocates can turn one common challenge for journalists into an opportunity to make headlines.
Worksheet: Creating a media advocacy calendar [pdf]
Creating a media advocacy calendar can help you identify key moments in the political process or opportunities — such as holidays, anniversaries or other key dates — that you can leverage to garner media attention. Use this worksheet to help you identify news hooks and prepare for newsworthy events in advance.