To Make Change, Invest In Independent Media
A lot of people are wondering how they can contribute in the current moment. Many people are looking high and low trying to determine how they can make an impact. If you oversee an organizational or departmental budget, one of the most important things you can do to make an impact is invest in independent media. This includes Black-targeted and Black-owned media. Here are three reasons why:
The media landscape is changing…
…and there are nonstop cuts to traditional and independent media outlets. If you want the outlets you care about to continue to exist, you must support them however you can. That includes those aligned with your values. It doesn’t matter how long the outlet has been around, most need consistent advertisement support. Whether you are visiting Truthout, NewsOne, or The Grio, most of the sites are replete with ads. This is because they need the revenue. If you want to make a difference, support these outlets financially.
As the media landscape continues to change, it is important to examine the outlets and platforms in which you’re investing. We know the importance of investing in public media, but what about other media? If you oversee a public relations or organizational budget, you should invest in Black-owned or Black-targeted media as well as independent media outlets aligned with your vision and values. Collaborations with these outlets can make it easier for both you and independent outlets to maintain attention and momentum as the field shifts.
We’re In This Together
It can be difficult to navigate the media. As of 2023, Black-owned outlets made up only about 4% of the media space. As of 2019, 23% of daily newspapers were owned by large private equity firms. Independent platforms face unique challenges such as limited advertising, increased demand, short staffing, and other issues that come with the dominance of private equity and tech giants. That doesn’t even include the difficulties of navigating a tumultuous political terrain. However, these outlets also tend to be more inclined to advocacy. They not only report on the news, the care about it too.
When you are sharing your message, it can also ease the process to find outlets that are in alignment with your goals and motivations. As an organization trying to discuss what is right and what is wrong, it can help to have confidence that the outlet you work with does not oppose your work. Investing in outlets that share similar values not only uplift organizations and voices in that space, but also make it more likely that your message will be shared.
We Can Build Meaningful Relationships
When you invest in independent media, you can leverage your investment to gain earned media coverage. Many outlets are so grateful for the investment that they will gladly throw in earned media coverage. Ad buys are also an excellent way to build relationships with different media outlets. They will know who you are and have a positive association with you. In sum, when you are considering your public relations or strategic communications budget, be sure to include line items for earned media, event sponsorships, and ad buys. You can also include product placement where you pay to have your product or merchandise promoted on a show or platform.
Every year, Spotlight PR releases a conference schedule detailing potential opportunities for clients. We do this so our clients can consider submitting panel proposals, but also so clients can think about which events they way to sponsor and support. This can contribute to building relationships, raising awareness for your organization as well. Sign up for our email list to be the first to learn of these opportunities.
Sophia Shannon is a media relations associate for Spotlight PR LLC. Be sure to check out our other blogs and subscribe for regular communications updates.