From Obscurity to Headlines: How to Tell Social Justice Stories They Can’t Ignore
In a world where justice-motivated businesses, nonprofits and institutions are all striving to make a meaningful social impact, one thing is abundantly clear: there’s a story behind every endeavor.
But not all stories are created equal.
When it comes to getting media attention and building community engagement, it’s not just about having a story to tell; it’s about crafting a narrative so compelling, so relevant and so in tune with the times that the world can’t help but sit up and take notice.
When I was a reporter, my inbox would get flooded with emails from people who were all essentially saying the same thing: “I’ve got a great story for you to tell.”
While it was admirable that so many people wanted to get my attention by pitching me a story idea, I would always pick my stories based on relevance, timing and how much potential that story could advance my goals as a journalist. Unfortunately, there isn’t enough media space to tell every story anymore, so you have to be creative in “selling” your story to the media.
This article is your guide to navigating this challenge.
It’s a compass that points you toward the strategies, techniques and insights that will transform your socially conscious business or nonprofit from an unsung hero into a compelling narrative that the media simply can’t ignore.
It’s about learning the art of PR that not only reaches the right ears but resonates with the hearts and minds of your target audience, inspiring them to stand with you in your mission for a more just and equitable world.
Before we dive into those tactics, let’s talk about how we got here and why it’s important to understand how the news media works.
Gone are the good ol’ days of local news coverage
The decline of traditional news media, particularly at the local level, has become an increasingly pervasive issue in recent years. Several factors have contributed to this decline, making it exceedingly difficult for organizations and regular people to secure local news coverage.
Let’s explore some of the key reasons behind this predicament.
First, the digital revolution has fundamentally altered the way people consume news.
With the rise of online news platforms and social media, traditional print newspapers and local TV stations have struggled to retain their audiences. As a result, many news outlets have faced declining readership and advertising revenue.
In response, they have often been forced to reduce staff, including local reporters who play a crucial role in covering community events and issues.
Another significant challenge is the financial strain on news organizations.
The internet has disrupted the traditional business model of newspapers and TV stations. While digital advertising has grown, it hasn’t fully compensated for the loss of revenue from print and broadcast advertising. This financial crunch has led to downsizing, cuts in investigative journalism, and diminished resources for covering local stories.
Consolidation in the media industry has also played a role in limiting local news coverage.
Large conglomerates often own multiple newspapers and TV stations, leading to centralized decision-making and reduced local autonomy. This means that a story considered significant by local communities may not align with the priorities of corporate owners, making it less likely to receive coverage.
Furthermore, the news cycle has become increasingly dominated by national and international stories.
High-profile events, political developments and celebrity news often overshadow local stories. Editors and producers may prioritize stories with broader appeal or those that generate higher ratings or online clicks, leaving local news underreported.
Lastly, the 24-hour news cycle has intensified the competition for attention.
News organizations are constantly seeking fresh content to feed their digital platforms, which can sometimes lead to sensationalism or an emphasis on stories that grab immediate attention, potentially sidelining important but less sensational local news.
In this challenging media landscape, regular people and organizations seeking news coverage must be proactive, creative and persistent. So here are a few tips I’ve picked up along the way to help you craft a story they can’t ignore…
1. Choose your stories wisely
Every story that you get in the media should raise your brand’s profile in the community, so choose wisely which stories to publicize to different news organizations.
Recognize when an event is just another event.
Learn to notice when something is happening that is so unique that everyone in the community would be amazed or shocked by it.
Example: Imagine you run a nonprofit dedicated to improving literacy rates in underserved communities. Instead of just announcing your latest reading program, think about timing it with International Literacy Day and launch it with a memorable event where renowned local authors read to children. The uniqueness and alignment with a broader event can make your story irresistible to media outlets.
2. Keep up with the trends
In the fast-paced world of digital media, trends can change in the blink of an eye.
If you start noticing that everyone in the media is talking about the new Martin Scorsese movie, Killers of the Flower Moon, and you pitch a story about the launch of your new political organization, the chance of a reporter taking interest in your story will be highly unlikely.
It would be better to piggyback off current events.
Example: Suppose your organization focuses on environmental conservation. Tie your efforts to the themes explored in the movie by highlighting how your initiatives align with preserving natural landscapes and the cultural heritage depicted in the film. This connection can make your story timely and intriguing for journalists.
3. Embrace conflict
Don’t be afraid of conflict. In fact, embrace it.
The more you can explain how your brand is involved in a conflict or solving a conflict, the easier it will be to sell your story to the media.
No matter what people might say about all the negative news, everyone loves drama.
Example: If your justice-motivated business is working toward fair wages in an industry plagued by labor disputes, don’t shy away from the controversy. Showcase your commitment to resolving the issue and the positive impact it will have on workers and the community. This narrative of standing up for what’s right can be a compelling story for the media.
4. Know your tools: Press release vs. media advisory
Learn the difference between a press release and a media advisory.
A press release is something you send after something has already happened. A media advisory is the way you pitch something before it happens.
Knowing the difference will help you plan a better publicity strategy.
Example: Suppose your nonprofit is organizing a charity gala. Send out a media advisory well in advance, highlighting the unique aspects of the event, such as celebrity attendees or a special theme. Then, after the event, follow up with a press release detailing the funds raised and the impact on your cause. This two-step approach ensures you capture both anticipation and results.
In the dynamic world of social impact marketing, the power of a compelling story cannot be overstated.
It’s not just about grabbing the media’s attention; it’s about igniting change, raising awareness and inspiring action.
Crafting a narrative that resonates deeply with your audience and the media is the cornerstone of success for justice-motivated businesses, nonprofits and institutions that are on a mission to make a meaningful impact.
As you embark on your journey to tell stories the media can’t ignore, remember that the path to media recognition is paved with strategic choices. Choose your stories wisely, align with the trends, embrace conflict when it serves your mission, and master the art of communication with media advisories and press releases.
And speaking of media advisories, I have a special gift for you.
Ever wonder how a business or organization that no one’s heard of before could seemingly blow up overnight and become a household name? Nine times out of ten, they probably had a good PR strategy.
You could spend thousands on a PR firm and hope and pray that your campaign yields the results you’re looking for.
Or you could take matters into your own hands.
I’m offering you a free media advisory template that’s your key to having reporters call you about promoting your social enterprise — not the other way around. With this template, you’ll have a powerful tool at your disposal to craft compelling narratives, capture the media’s attention, and accelerate your journey toward making a meaningful social impact.
Don’t wait for the media to come knocking; seize the opportunity to shape your own narrative.
Download your free media advisory template now, and let your story become the force that reshapes your community and the world.
