Reporters first want to know what makes the film newsworthy how it will relate to or affect their audience. The challenge for producers, activists, nonprofit organizations and public television staff is to discover why a film might be newsworthy, build media interest early on, and then use the film s broadcast to focus attention on an important local issue.
Craft messages about exciting elements in the film.
Reach out to reporters who are interested in the film s issue. Help reporters shape a story that conveys your message. I worked with P.O.V. as a communications consultant on two campaigns designed to maximize the impact of a broadcast. I will try to convey here how a media strategy can be crafted, what is needed to implement that strategy and how to make the media your partner. The key to any effective partnership is finding out what each party needs and wants.