5 Ways Perch Supports Diversity in the Media
By Rachel Henry
The conversation is shifting around diversity, equity, and inclusion (DEI). New and important ways of discussing race have gained traction through the Black Lives Matter movement, and though they've given rise to diversity and inclusion efforts in the workplace, the media still has a long way to go.
In major newsrooms across the country, there’s a significant lack of diversity in both race and genders. A recent report by the Canadian Association of Journalists shows the makeup of newsrooms to be predominantly white. Canadian journalist and producer Pacinthe Mattar notes that while newsrooms have been forced to acknowledge the disparity, they have yet to diversify who they hire, retain, and promote.
It’s vital to our societal awareness and understanding that newsrooms reflect the population they serve, since a homogenized newsroom can negatively impact the variety of experiences and narratives that are shared—and how they’re framed. Until we get there, Perch is helping by taking an allied approach to media relations. Our process starts by being conscious and intentional about what we pitch—and to whom.
In this article, we share 5 impactful ways Perch is diversifying media relations and supporting DEI in the media:
In major newsrooms across the country, there’s a significant lack of diversity in both race and genders. A recent report by the Canadian Association of Journalists shows the makeup of newsrooms to be predominantly white. Canadian journalist and producer Pacinthe Mattar notes that while newsrooms have been forced to acknowledge the disparity, they have yet to diversify who they hire, retain, and promote.
It’s vital to our societal awareness and understanding that newsrooms reflect the population they serve, since a homogenized newsroom can negatively impact the variety of experiences and narratives that are shared—and how they’re framed. Until we get there, Perch is helping by taking an allied approach to media relations. Our process starts by being conscious and intentional about what we pitch—and to whom.
In this article, we share 5 impactful ways Perch is diversifying media relations and supporting DEI in the media:
- Creating powerful personal connections
- Crafting pitches with care
- Identifying and training diverse spokespeople
- Challenging conventional thinking
- Knowing how to reach an organization's target audience
5 ways Perch is diversifying media relations
1. Creating powerful personal connections
Building relationships is key to receiving the coverage an organization wants. We get to know the people in the media that we work with, and demonstrate to the editors, journalists, producers, podcasters, and bloggers on our pitch lists that we care about them as individuals, not just what they can do for our clients.
You too can show members of the media that you care by respecting their deadlines, and providing the correct and relevant information they need for your story. Forge a deeper connection by engaging with journalists on social media, and dive into the topics that interest them while keeping relevant conversations going. Celebrate life changes and career milestones with them, or reach out on holidays. When you take the time to acknowledge what's happening personally as well as professionally, reporters will appreciate your understanding of the work they do, and be more likely to work with you in the future.
2. Crafting pitches with care
Fortunately, many newsrooms are being intentional in diversifying their sources, finding a wider array of people to bring new and different perspectives to a story. We take time to reframe a pitch so your story stands out, piquing journalists’ interest and encouraging them to reach out to you.
Before you reach out, do some research to see if your story has been covered by the media before, and if it has, consider what new ways you can present it. Try to provide a unique angle to a captivating story to help spotlight new perspectives, and pair your pitch with an under-represented expert source.
3. Identifying and training diverse spokespeople
It's easy to defer to the highest-ranking employee when it comes to interview opportunities, but those working on the ground or in the community are best suited to speak publicly about the issues that impact them. If you work with under-represented groups, look for folks in your community who are willing to share their story, then offer the coaching and support they need to feel comfortable and confident in an interview setting. Remember, nothing about us without us. This isn't about tokenism. It's about representation.
If finding a spokesperson with lived experience isn't an option (which could be for a variety of reasons, safety and ethics included), invest in media training to teach community leaders (especially those who are white, cisgender, and heterosexual) to be allies and advocates—don’t just assume they know how to show up for a diverse range of people with experiences that differ from their own.
4. Challenging conventional thinking
Journalists and reporters are human, too. We try hard to encourage them to challenge their prejudices and biases to think differently, and ultimately advocate for a broader range of story coverage. For example, stories about disability are often positioned as brave or courageous for “overcoming a challenge.” Fact: people with disabilities should be viewed as whole and complete individuals, not deemed inspiring for simply existing. Remember to think outside of stereotypes and try to showcase an individual’s narrative in a real and refreshingly-authentic way.
5: Knowing how to reach an organization's target audience
People of diverse backgrounds may not follow major media outlets. Largely due to a lack of trust, many prefer local or community papers, or alternative and independent media, to corporately-owned media outlets. We dig deep to understand an organization's target audience, including where they get their information and entertainment from, to get your story in front of them.
When preparing for a media pitch, adjust your list of target outlets by considering who their readership or viewership is so your story can reach the most appropriate audience. Take a look at your previous media successes, and monitor the feedback and engagement you’ve received. It’s crucial to examine the data you have on hand to map a successful media relations approach that will extend to a diverse audience.
Building relationships is key to receiving the coverage an organization wants. We get to know the people in the media that we work with, and demonstrate to the editors, journalists, producers, podcasters, and bloggers on our pitch lists that we care about them as individuals, not just what they can do for our clients.
You too can show members of the media that you care by respecting their deadlines, and providing the correct and relevant information they need for your story. Forge a deeper connection by engaging with journalists on social media, and dive into the topics that interest them while keeping relevant conversations going. Celebrate life changes and career milestones with them, or reach out on holidays. When you take the time to acknowledge what's happening personally as well as professionally, reporters will appreciate your understanding of the work they do, and be more likely to work with you in the future.
2. Crafting pitches with care
Fortunately, many newsrooms are being intentional in diversifying their sources, finding a wider array of people to bring new and different perspectives to a story. We take time to reframe a pitch so your story stands out, piquing journalists’ interest and encouraging them to reach out to you.
Before you reach out, do some research to see if your story has been covered by the media before, and if it has, consider what new ways you can present it. Try to provide a unique angle to a captivating story to help spotlight new perspectives, and pair your pitch with an under-represented expert source.
3. Identifying and training diverse spokespeople
It's easy to defer to the highest-ranking employee when it comes to interview opportunities, but those working on the ground or in the community are best suited to speak publicly about the issues that impact them. If you work with under-represented groups, look for folks in your community who are willing to share their story, then offer the coaching and support they need to feel comfortable and confident in an interview setting. Remember, nothing about us without us. This isn't about tokenism. It's about representation.
If finding a spokesperson with lived experience isn't an option (which could be for a variety of reasons, safety and ethics included), invest in media training to teach community leaders (especially those who are white, cisgender, and heterosexual) to be allies and advocates—don’t just assume they know how to show up for a diverse range of people with experiences that differ from their own.
4. Challenging conventional thinking
Journalists and reporters are human, too. We try hard to encourage them to challenge their prejudices and biases to think differently, and ultimately advocate for a broader range of story coverage. For example, stories about disability are often positioned as brave or courageous for “overcoming a challenge.” Fact: people with disabilities should be viewed as whole and complete individuals, not deemed inspiring for simply existing. Remember to think outside of stereotypes and try to showcase an individual’s narrative in a real and refreshingly-authentic way.
5: Knowing how to reach an organization's target audience
People of diverse backgrounds may not follow major media outlets. Largely due to a lack of trust, many prefer local or community papers, or alternative and independent media, to corporately-owned media outlets. We dig deep to understand an organization's target audience, including where they get their information and entertainment from, to get your story in front of them.
When preparing for a media pitch, adjust your list of target outlets by considering who their readership or viewership is so your story can reach the most appropriate audience. Take a look at your previous media successes, and monitor the feedback and engagement you’ve received. It’s crucial to examine the data you have on hand to map a successful media relations approach that will extend to a diverse audience.
Diverse storytelling starts here
Trying new things, especially when pitching to the media, may feel uncomfortable. Experimenting with the unexpected results in better storytelling, and helps build a stronger foundation for DEI in the media, leading to accurate and compassionate coverage for the communities you care about.
If you’re struggling to find your footing to tell a powerful and impactful story, Perch can help. Perch is a boutique storytelling studio that can help you venture into the unknown to have the media and your audience hanging on your every word. Contact us for a free 30-minute consultation.
If you’re struggling to find your footing to tell a powerful and impactful story, Perch can help. Perch is a boutique storytelling studio that can help you venture into the unknown to have the media and your audience hanging on your every word. Contact us for a free 30-minute consultation.
