The week's strategy: Use op-eds and letters to the editor to get positive media attention for tough subjects. Op-eds are also budget-friendly and position your executives as authorities on the matter at hand for future media coverage. Isobelle Surface, director of communications for Odyssey House, a New York City substance abuse and mental health agency, deals with issues like homelessness, drug abuse and mental illness on a daily basis. But she finds the media prefers not to tackle those topics unless "there's bad news like a crack-addicted or mentally ill person commiting a crime," she says. "It's not always that kind of news.
Strategy of the Week
You might also be interested in:
- 5 Questions to Ask Before Measuring Your Content Marketing Campaigns
- 6 Ways to Integrate Employees Into Your Organizational Messaging
- 4 Steps to a Winning Social Media Narrative
- Despite Surge in Visual Storytelling, Text Articles Lead in Engagement
- How Four Big Brands Crafted Multi-Platform Content Catering to Their Demographic Targets