Your Partnership and the Media – Why Make a Noise?

Whether you like them or loathe them, the media play an important part in our lives – informing us of news and shaping our opinions about it.

While many businesses and community groups go out of their way to avoid the media spotlight, others revel in it - maybe some of them revel in it a little too much!

The right way to work with the media sits somewhere comfortably between these two extremes – that is, to be willing to work with the media, treat it with respect but also recognise the possibilities good media coverage can offer.

Bearing that in mind, it is important for your community business partnership to think about how it can gain media coverage for itself and its activities.

There are a number of reasons why you should look at working with the media to publicise your partnership:

  • Publicity helps gets the message about your partnership out into the public arena.
  • It helps people learn about what your partnership does, and shows them you are achieving things.
  • It can see your partnership and its activities attract attention from all sorts of people, including:
    • Prospective new community group members.
    • Potential customers or suppliers for the business involved.
    • Influential people like politicians, senior community figures, and the like.
  • A good story, footage or picture in the media is publicity you don't have to pay for – unlike an advertisement. Getting a story in many cases will achieve more than an advertisement would anyway.
  • It is a good way to thank your partnership partner and those who have helped make the relationship a success.
  • It is better to have media know about your partnership and supporting its activities than not. Some healthy publicity and a familiarity with your good work may also stand you in good stead with the media if something does go awry in the future.
  • Working with the media builds your contacts with journalists and editors. This means there is the chance for better coverage in the media through these working relationships.
  • Finally - you deserve it. If you've worked hard to make your partnership a success then some positive coverage in the media is a fitting reward.

What Next?

The Community and Business Partnerships Brokerage Service section of the Our Community has a number of Help Sheets to help you once you have decided to work with the media to promote your partnership and its activities. They include: