Making a message for traditional media
In very specific and rare opportunities we go with our work to present it to traditional media. There is also an audience there for us, don’t forget it. The relevance that we get through traditional media is valuable for the work we do. Sometimes it is the only way to reach the specific target group and this is how you go to find your allies that can support you in implementing youth work. E.g.,this is how you can reach some decision makers, or parents and explain to them what you do, how they can support you, or, this is where we reach a wider audience to raise awareness about the topics relevant for young people.
Here are some to craft messages that resonate with traditional media:
- Once again, know your audience – While your message should resonate with your target audience, remember that journalists have their own audience to consider. Tailor your message to fit the specific format and editorial line of the media outlet you’re targeting. A local newspaper might be more interested in a story about your YO’s impact on the community, while a national news program might focus on a broader issue your organization addresses.
- Focus on the newsworthy – Identify what makes your story unique, timely, or relevant to a wider audience. Highlight the aspects that will grab a journalist’s attention and spark public interest.
- Humanize your message – Showcase the impact of your work by featuring the individuals your YO empowers. Let a young person transformed by your program speak about their experience, or share a heartwarming anecdote about the positive change your organization creates.
- Be concise and clear – Craft a clear and concise pitch that can be easily understood within a short timeframe. Avoid jargon or overly technical language, and focus on the key message you want to convey.
- Package it right – Prepare a press release or media kit that provides additional information about your YO, its mission, and the specific story you’re pitching. High-quality photos and videos can also be valuable assets to capture a journalist’s attention.
- Be persistent – Journalists receive a high volume of requests. Be respectful of their time and avoid being overly aggressive.
Talking to our audience through social media
Social media has long been a powerful tool for YOs to connect with their audience. But the landscape is changing. Organic reach, the ability for your content to be seen by your followers without paid promotion, has been steadily declining.
This shift is driven by two main forces. Firstly, social media platforms themselves are constantly evolving their algorithms. The goal? To prioritize content that keeps users engaged and coming back for more. Secondly, and perhaps more importantly, these platforms are businesses. They see their immense user base as a valuable asset, and they want to capitalize on it.
So, how does this translate to your YO’s social media strategy? Social media platforms are increasingly favoring content that comes from commercial sources, meaning content that is sponsored or paid for. This content is more likely to appear in your audience’s news feeds, while organic content, the kind YOs traditionally rely on, can get lost in the shuffle.
The implication is clear: if you want your message to be heard, you might need to consider paid promotion alongside your organic efforts. This doesn’t mean abandoning organic reach altogether. High-quality, engaging content will always be valuable. However, understanding the changing landscape of social media allows you to develop a more comprehensive communication strategy, ensuring your YO’s voice continues to resonate with your audience.