In today’s fast-evolving media landscape, capturing attention and motivating action is a delicate balance. For social purpose organizations, the goal of media coverage isn't just visibility—it's about raising awareness and inspiring people to take action on your cause.
During our session, **10 Things Social Purpose Organizations Need to Know About Media Coverage**, award-winning producer Tara McEwen shared her expertise on how to craft media strategies that work across traditional and social platforms.
Here are the essential takeaways shared during the session.

Understand the Shifting Media Landscape

Tara highlighted how media has dramatically changed over the past 20 years. The days of shared media experiences—like everyone tuning in to the same TV show—are fading. Now, audiences curate content to fit their own interests, which means it's harder to reach broad audiences with traditional methods. Understanding this fragmented media environment is key to developing a strategy that resonates with niche audiences while still maintaining impact.

Prioritize Media Engagement

Many organizations struggle to consistently engage with media due to time constraints. Tara stressed that making media engagement a daily priority is critical. By recognizing its value and dedicating time to it, organizations can maximize their media presence and create more meaningful connections with their audiences.

Media Wants Solutions, Not Self-Promotion

Media outlets are not interested in promoting organizations for the sake of it. Instead, they are looking for useful, transformative information—solutions that will make a difference in people’s lives. If your pitch focuses on how your work solves real problems, it’s more likely to grab the media’s attention.

Align with Audience Agreements

Each media outlet has an unspoken agreement with its audience: they expect certain types of content. Understanding these audience agreements and aligning your message accordingly will ensure that your pitch is relevant and newsworthy. Research what types of stories an outlet typically covers and tailor your content to fit within those themes.

Timing is Everything

Pitching a great story is only half the battle—timing is just as crucial. News outlets operate in real-time, while features are planned months in advance. Knowing how to navigate these timelines, possibly by using an editorial calendar, can make a huge difference in whether your story gets picked up or passed over.

Make It Easy for Media Outlets

Journalists and producers are stretched thin, often juggling multiple roles. To increase your chances of success, do the mental labor for them. Provide clear, concise information that is easy to plug into a story. If you can present a pitch with well-defined characters, key takeaways, and a focused narrative, you make their job easier—and increase your chances of coverage.

Integrate Social Media with Traditional Media

A 'full-circle media strategy' doesn’t just focus on one platform. Establish yourself as an expert on social media, and leverage that content when pitching to traditional media outlets. Then, take that media coverage and repurpose it back onto your social platforms. This not only boosts your credibility but also maximizes the value of each media appearance.

Treat Social Media Like a Media Outlet

Your organization’s social media channels should be treated like media outlets themselves. Building a consistent brand story with clear content pillars helps establish trust and credibility. Regularly posting valuable content ensures that your audience knows what to expect from you, which can position you as a go-to source of information.

Leverage Media Coverage for Maximum Impact

Media coverage that isn’t shared across your platforms is just noise. Tara emphasized treating media appearances as high-value content that should be leveraged multiple times. Share it across your social media channels and repurpose it for different formats to ensure the message sticks with your audience.

Persistence Pays Off

Building strong relationships with media outlets takes time, patience, and persistence. Don’t be discouraged if your pitch isn’t immediately picked up. Follow up regularly and continue to position your organization as a consistent source of valuable, solution-oriented information. Over time, these efforts will build trust with media professionals.

Bringing Attention Back to Your Cause

Ultimately, the purpose of media engagement is to direct attention back to your organization and cause. While securing media coverage is great, the real value comes from sharing solutions that inspire action. Whether you're planning an event, launching a campaign, or addressing a timely issue, always focus on the story behind your work—why it matters, and how it benefits people.

For example, when pitching an event, start early. Press releases should be sent out at least a month in advance, and it’s essential to tailor each pitch to the media outlet’s specific needs and audience. Focusing on the bigger story (not just the event itself) and aligning with outlets that understand your values will also help you stand out.

It’s important to provide valuable, actionable information to the media.

Social purpose organizations can thrive in today's fragmented media environment by aligning their media efforts with the needs of both traditional and social platforms, while staying patient and persistent in building relationships. By mastering these strategies, your organization can create a media network that drives action and makes a lasting impact.

If you’re looking for support for your organization, whether it’s training or consulting, please reach out to The Good Growth Company.

Want the full recording of this session?

Join our online membership to get access to this and all of our live sessions. From full recordings to monthly mentorship sessions and support for your organization, find out more about our membership.

Become a Member

Looking for training or support with media coverage in your organization?

You’re in the right place. Connect with The Good Growth Company team for training, consulting or an intro to our experts.