The media spotlight shines on an individual or organization to draw attention and build credibility. It can be used to showcase your members, boost recruitment and retention and promote social media engagement. It is a powerful tool that is best executed by ensuring your members are prepared for the glare of the media and have a compelling story to tell.
A successful media spotlight article must be interesting and relevant, as well as timely. A good way to approach this is to take a human interest angle, which can transform a niche or mundane piece into something that has broader appeal. For example, a policy update on a new city initiative might catch the eye of journalists interested in education or policy, but adding a story about a student who overcame great adversity and was able to use their experience to mentor others could widen the reach of your story.
Journalists are busy, overworked and usually under-supported, which means that your pitch is competing against a lot of other information for their attention. A compelling subject line is key for getting your media spotlight pitch noticed in a journalist’s overcrowded inbox, as it’s often the only way to ensure that they’ll open and read your email.
With a media database like Prowly, you can stay connected to journalists who cover your research topic through a variety of filters including industry, location and more. You can also use AI keyword suggestions to expand your search possibilities and uncover more opportunities for coverage.