Organizations that advocate for a particular cause often use media to convey the story to a wider audience. Whether the aim is to gain support, inform the public or change policy, using the media can be the cheapest and most effective method.
The problem is that a spotlight cast on certain people and issues by the media creates something that can be described as a Media Spotlight bubble. It’s as if the media select certain politicians, experts and anchors to be highlighted day in, day out with their opinions sold as facts and reality. Meanwhile, others barely make the cut and are left out of the limelight.
In addition, the media tends to rely on cliched themes and stereotypes when it comes to Indigenous people and their stories. This is a well-documented phenomenon, and can be observed by anyone with a basic knowledge of how to read the news.
The way to combat this is to be proactive and get your organization in the media spotlight on a regular basis. This can be done by reaching out to your local press and letting them know what you are doing and why it is important. Keeping the media aware of your organization will ensure that they are ready to work with you on any relevant stories.
When reaching out to journalists, remember that it is important to personalize your message and tailor your approach to the journalist’s interests. Resources like The Yellow Book, X and Muck Rack can help you identify journalists and their beats to align your pitch with their coverage.