Ignore Mainstream Media

I'm advocating for a radical idea here, one that could be of definite benefit to small organizations, and individuals too.

Ignore mainstream media. Don't generate newspaper and television coverage of your issue or interest area. Don't bother with op-eds, features, and interviews if they're going to be carried over the airwaves, on cable, or in newsprint across the country.

And do what instead? Do what you're already doing, but optimize it. Worry more about your Google ranking than your news releases. Generate daily online content instead of fact sheets for the press. Treat your current audience - as listed in your mailing lists - like they're MacNeil-Lehrer. Like gold.

Why would I propose such a heinous idea? Because newspapers and television aren't there for you. (We won't even start discussing radio.) Their number 1 focus is on making money - and this goes for public broadcasting too. They only care about your issue area or interest if it relates to their bottom line - and they'll tell you how it relates.

It's just not cost effective to spend the time courting and obtaining mainstream media coverage.

Look at what you're up against:

• You're competing against Paris Hilton.
• You're yelling at the top of your voice in an information-oversaturated marketplace.
• There are just too many channels and too many newspapers to count.
• Mainstream media requires variety over substance - which means even if they run a story on you/your issue, you can bet that'll be the only story they run on it for the next year.
• It's useless to use newspapers and television to "build awareness" - you're firing a musket spraying buckshot when you should be injecting a hypodermic needle.
• Mainstream media's audience is not your audience, unless your audience is the general public (and you should have a really good reason for courting that audience.)
• You could be working more from your ego than from an unselfish desire for doing good.
• Media doesn't just set the agenda, it creates its own agenda - and face it, you're just not on it.
• You're constantly asking permission, instead of just going ahead and implementing.
• You know your audience better than anyone else.

However, if you get a call from a media source, by all means, give them what they need, and meet their deadlines. But let them come to you. If the story's big enough, they will.

But your story doesn't have to be big enough in order to attract the interest of a smaller, defined audience.

If you positively, absolutely have to get the media to pay attention to you, check out "Maximum Exposure for your Business or Blog" at Lifehack.org.

But first, read about how ABC's 20/20 found Scott The Nametag Guy.