Media spotlight is a form of media advocacy in which a nonprofit organization attempts to get its message into the press, with the goal of getting coverage and support from the public. This can be done through a press release or direct contact with reporters or journalists. The success of these efforts is often measured by media pickups, clicks, or reposts, which are a good indication that the story is reaching the public.
While a media spotlight can be a good way to increase brand awareness, it should not be used as a substitute for fundraising or actual outreach to the community. Trying to garner a media spotlight without any funding or actual support from the community will likely backfire, as the press will be more skeptical of an organization that seems desperate for attention.
An effective way to garner a media spotlight is to capitalize on current events, such as a legislative battle or natural disaster. This is known as newsjacking, and it can be an effective way to attract the attention of journalists and reporters.
Another way to gain a media spotlight is by having a positive point of view on an issue that is currently being covered by the media. For example, if the media is covering the plight of minorities in housing loans, an organization can pitch a story on how they are being treated unfairly or how this issue can be solved. The good news network is an example of this, as they are dedicated to providing conversations in the media that are not dark and gloomy.
