5 Ways You Can Support 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 it’s 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, you can help. It starts by getting familiar with the large news outlets and who owns them, to better understand how they operate and whether to approach them.
By knowing where the news comes from, and who is responsible for creating it, you can make the best use of media relations in your organization’s communications strategy. More than that, you can help improve equity and inclusion of those working behind the scenes in newsrooms, as well as generate more coverage in traditional media for a larger range of community-minded organizations.
In this article, we share 5 impactful ways you can diversify your media relations approach and support 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, you can help. It starts by getting familiar with the large news outlets and who owns them, to better understand how they operate and whether to approach them.
By knowing where the news comes from, and who is responsible for creating it, you can make the best use of media relations in your organization’s communications strategy. More than that, you can help improve equity and inclusion of those working behind the scenes in newsrooms, as well as generate more coverage in traditional media for a larger range of community-minded organizations.
In this article, we share 5 impactful ways you can diversify your media relations approach and support DEI in the media:
- Create powerful personal connections
- Craft your pitch with care
- Train and diversify your spokespeople
- Challenge conventional thinking
- Know how to reach your audience
5 Tips to Diversify Your Media Relations Approach
Step 1: Create powerful personal connections
Building relationships is key to receiving the coverage you want for your organization. Get to know the people in the media that you work with. Demonstrate to the editors, journalists, producers, podcasters, and bloggers on your pitch list that you care about them as individuals, not just what they can do for your organization.
You can show members of the media that you care by respecting their deadlines, and providing the correct and relevant information they’ll 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.
Step 2: Craft your pitch 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. Taking a moment to reframe your pitch can make your story stand out, piquing journalists’ interest and encouraging them to reach out to you.
Provide a unique angle to a captivating story to help spotlight new perspectives, especially when paired with an under-represented expert source. 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.
Step 3: Train and diversify your spokespeople
It can be easy to assume that everyone involved in your community-minded organization is an eager ally for all members of your community, but it’s important to make sure everyone is on the same page.
Invest in media training to teach community-minded 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. Ensure your whole team knows the best way to create an inclusive and diverse environment where everyone feels heard and comfortable. Then, diversify your list of company spokespeople to easily learn and share a broader perspective.
Step 4: Challenge conventional thinking
Journalists and reporters are human, too. Remember to encourage them to challenge their prejudices and biases to think differently, which will 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.” People with disabilities should be viewed as whole and complete individuals, not deemed inspiring for simply existing. Remember to think outside of stereotypes and to showcase an individual’s narrative in a real and refreshingly authentic way.
Step 5: Know how to reach your 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. This means you need to know your audience and where they get their information 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 you want for your organization. Get to know the people in the media that you work with. Demonstrate to the editors, journalists, producers, podcasters, and bloggers on your pitch list that you care about them as individuals, not just what they can do for your organization.
You can show members of the media that you care by respecting their deadlines, and providing the correct and relevant information they’ll 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.
Step 2: Craft your pitch 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. Taking a moment to reframe your pitch can make your story stand out, piquing journalists’ interest and encouraging them to reach out to you.
Provide a unique angle to a captivating story to help spotlight new perspectives, especially when paired with an under-represented expert source. 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.
Step 3: Train and diversify your spokespeople
It can be easy to assume that everyone involved in your community-minded organization is an eager ally for all members of your community, but it’s important to make sure everyone is on the same page.
Invest in media training to teach community-minded 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. Ensure your whole team knows the best way to create an inclusive and diverse environment where everyone feels heard and comfortable. Then, diversify your list of company spokespeople to easily learn and share a broader perspective.
Step 4: Challenge conventional thinking
Journalists and reporters are human, too. Remember to encourage them to challenge their prejudices and biases to think differently, which will 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.” People with disabilities should be viewed as whole and complete individuals, not deemed inspiring for simply existing. Remember to think outside of stereotypes and to showcase an individual’s narrative in a real and refreshingly authentic way.
Step 5: Know how to reach your 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. This means you need to know your audience and where they get their information 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 with you
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 and communications company 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 and communications company 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.