Breaking Through a Cluttered News Cycle

We know you have an amazing story to tell, and we are here to make it easier for you to garner coverage. Below are three ways to set yourself up for success to break through and build media coverage.

Build Your Own Platforms

In a constricting media environment, developing your own content channels is imperative to uplift your work. You cannot control what the media decides to cover, but there are things you can control. Platforms that you build, manage and grow yourself allow you to publish what you want, when you want.

With over half of U.S. adults getting at least some of their news through social media and similar outlets, sharing information on your own platforms is a great way to share important information publicly in a timely manner. Utilizing these platforms allows you to reach important audiences and get your news out no matter what. It also keeps a record of your prior work and visual media from which to pull resources.

Whether it’s your social media pages, website, blogs, podcasts or any other platform you own, consistency is key. Diligent posting on these platforms will help you build and strengthen your platform.​ It will also help your audience — and reporters — find you more easily.

Plant the Seeds for Coverage Now

Building your own content channels is one way to build your platform to increase your chance of breaking through a cluttered news cycle. Similarly, there are several other practices to plant the seeds for coverage now before you need them.

Whenever you do interact with the media, cultivate good relationships with reporters. It is much easier to ignore someone you do not know. If you intentionally connect with reporters and give them positive experiences of working with you, they will open more doors for future media coverage.

You can also invest in paid media with publications that share your vision, values and mission. Even small contributions will keep you on the outlet’s radar and position you as a valuable source if coverage opportunities arise.

Planting these seeds can happen in many different ways, but any steps to strengthen your relationships and platform now will help produce coverage later.

Put Yourself in the Journalist’s Shoes

As you look to break into the news cycle, it is helpful to remember that, just like you, reporters have a lot on their plate. Reporters are often over-worked, underpaid and stressed out.​ Putting yourself in their shoes to understand what they’re looking for will make the process smoother so they can use your information in their reporting.

Journalists will often look for people who respond first and who are willing to speak on hot-button issues. Don’t be afraid to push the envelope, and coordinate with your team to respond as quickly as possible.

Plan to make it easy for journalists to cover your story.​ You can have a cohort of spokespersons who are trained and available for media interviews.​ Think about preparing sound bites and easily-quotable statements ahead of time. You might also consider hiring high-quality photographers to capture your events, and quickly share the photos with media outlets.

With the right strategy and practices, you will see the results. It is possible to break through the news cycle, and you don’t have to do it alone. Spotlight PR is here to help you build your own platforms and get the coverage you deserve. If you want to learn more about how to strategically engage the media, schedule a consultation today.