Four Tips for Pitching Alternative Media

By Kimberly Barbano

With significant newsroom cuts and the dominance of artificial intelligence, the media landscape is changing. For instance,

• • Traditional news outlets are all online.
  • Mainstream media outlets are increasingly producing new media.
  • The internet has leveled the playing field for amplifying new voices, uniting mainstream media and individuals on the same platforms.
  • Many in the general public are skeptical of traditional/mainstream media.

Given this backdrop, if you are seeking media coverage, it is important you consider alternative media. Alternative media includes social media, podcasts, YouTube videos, newsletters and blogs. Alternative media is smaller than traditional media but is cultivating a loyal following. Additionally, to reach your target audience, most target audiences at least, you will increasingly need to utilize alternative media.

Here are four recommendations to help you find success with alternative media:

1. Find your niche. To have success with alternative media, your outreach needs to be tailored and specific. Begin by finding your niche. Identify the platforms that focus on the subject areas you care about. If you care about politics, identify podcasters and YouTubers who focus on politics. To do this, search the subjects you care about on different platforms such as Google, YouTube, Apple podcasts or Spotify.

2. Next, identify the angle. Identify a trending topic or theme that aligns with your topic or issue area. Possible themes could be the Super Bowl, the 2024 election, Oscar nominations, Black History Month, Women’s History Month, etc. Then identify the unique perspective or personal story your spokesperson can offer. Be sure to know and outline what makes your spokesperson special.

3. Choose your target. Scan recent episodes, posts or podcasts and blogs that fall within your issue area. Assess the reach and sentiment of the podcast, blog, host etc. Follow the host or producers on social media. Conduct your own research to determine what they care about, or what they are covering. When you engage them, be sure to include what you know matters to them.

4. Think local. Similar to the notion that there is a corner of the internet for you and everyone else, you should not overlook local alternative media. Finding local, like-minded influencers will enable you to meet in-person or consider future partnerships. Be sure to find topics relevant to you both that may even be outside of the work conversation. Invite them to coffee or a zoom meet-and-greet.