Even though your issue may be important, the “Small Acts Are Big Acts” session at the Media That Matters Conference highlighted that it is difficult to have an impact without the help of the traditional press.
When trying to reach Israeli media about “Home Front,” a four-part documentary series about a neighborhood’s resolve in the Palestinian-Israeli conflict, speaker Roni Avni hired a German publicist. Although her target audience didn’t live in Germany, Avni knew that the Israeli media tended to trust the German press. The publicist was able to get strong coverage for the film in that country. When the film was featured at the Berlin International Film Festival, she hired an Israeli public relations expert to work with her to maintain German media interest and coverage. The Israeli media picked up on this coverage from a trusted source and promoted the Home Front series in print and broadcast outlets throughout Israel. This experience is truly a case study for how to use trusted and nontraditional messengers to reach your audience.
Assistant professor at American University’s School of Communication Caty Borum Chattoo also highlighted the importance of creativity to avoid having your issue pigeon-holed by the media. For instance, in the case of the documentaries featured in the panel — including “Dear Mandela,” a moving piece about South Africa’s new generation fighting for justice from shantytowns, and “Bag It,” the story of a town that seeks to reduce plastic bag consumption — Chattoo suggested that entering the media through the arts and culture desk may be a great door through which to open coverage in other areas.
These creative approaches, grounded in the fundamentals of both understanding your audience and the inner workings of the media, can elevate your issue so that it gets the attention it deserves.
Want to see more details about the Media That Matters Conference? Check out our tweets and Facebook updates from Friday, February 10, and Saturday, February 11, on Twitter at @vancomm #MTMDC and Facebook.
