6 factors to consider when determining your media outreach strategy
The recent media landscape has been rough to say the least.
As a Los Angeles resident, my heart is heavy as I watch news of the Palisades, Eaton & Hughes Fires continue to burn in Southern California.
As an American, my newsfeed is filled with previews of Donald Trump’s presidency ahead of his inauguration this coming Monday.
As a marketer & avid social media user, I am watching closely to see what will come of the potential TikTok ban.
There are endless moving parts to consider as you strategize your media outreach. It’s important to think about who you’re sending your pitch to and what their priorities might be today, next week & next month, while also thinking about the tentpoles you’ve identified for your brand.
Sometimes the best strategy is a pause, while other times you may be just the expert voice or uplifting story media are looking for.
See below for some things to keep in mind as you strategize your approach to media relations:
6 factors to consider when determining your media outreach strategy
Unexpected events: natural disaster, bank collapse, military strike
Example: “‘It’s tedious. It’s dirty. It’s not fun:’ Searching for answers in the wildfire wreckage” (CNN, 1/14/25)
Planned events: presidential elections, Olympic Games, Golden Globes
Example: “Michelle Obama Will Skip Trump’s Inauguration” (The New York Times, 1/14/25)
Cultural phenomenons: Mental Health Awareness Month, pop culture news, TikTok ban
Example: “What happens if TikTok is banned?” (BBC, 1/14/25)
Media industry changes: layoffs & furloughs, movements & promotions, media outlet closures
Example: “List of Hollywood & Media Layoffs in 2024: From Paramount to Warner Bros Discovery to CNN” (Deadline, 12/12/24)
Media bandwidth/priorities: editorial calendars, contacts on vacation/maternity leave, holidays
Example: Elle 2025 Editorial Calendar (scroll down past “Contacts” & “Relevant Links”)
Brand objectives: product launches, events/speaking engagements, brand collaborations
While the news cycle is extremely saturated right now (many of the above examples were pulled from the last 24 hours), and it may be smart to temporarily pause outreach, there are ways to continue positioning yourself strategically & maintain brand relevance.
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