Hey there, Communication Pros—
We know the tried-and-true strategies still matter. Press releases, news conferences, and good relationships with local media are key tools in your toolbox. But in today’s media landscape, new opportunities are popping up in places you might not expect.
You may not love all of the ideas below (and that’s okay). Some might make you raise an eyebrow. But even the “not-for-you” ones could spark a new direction, help you stand out, or give you a creative edge when the usual playbook just isn’t enough.
So here they are—5 unexpected strategies for media-savvy communication leaders like you:
🎙️ 1. Appear on Podcasts (Even Small Ones)
Local or niche podcasts may not have giant audiences, but they often have highly engaged listeners. These hosts are usually thrilled to speak with government or agency leaders. It’s a great chance to control your message, answer questions in-depth, and sound like a real human being—not just a quote in a news article.
Bonus: You can repurpose the audio for social media clips, internal training, or stakeholder updates. (FYI our sister company Media Ambassadors can handle all the moving parts of your podcast should you decide to launch one of your own and have full control.)
📲 2. Partner with Local Influencers
We’re not talking about fashion influencers here. Think about firefighters with big TikTok followings, nurses sharing health tips, or teachers going viral for their classroom videos. These folks already have trust with the public—and they may be willing to help amplify your message (especially if it’s timely, helpful, and public service–oriented).
📹 3. “Go Live” and Embrace the Mess
Live video on platforms like Facebook or Instagram isn’t always polished. And that’s the point. People often trust live content more because it feels real. Consider hosting casual live Q&As about timely topics (snow emergencies, election updates, community programs, etc.). A little behind-the-scenes energy can go a long way.
🎯 4. Try “Reverse Interviews”
Instead of waiting for a reporter to call, flip the script. Invite them for a 10-minute recorded conversation where you ask them questions about the public’s concerns or what they’ve been hearing. Then pivot into your message. They get content. You get visibility. Everybody wins.
📢 5. Use Community Voices to Deliver the Message
Instead of always speaking at the public, invite real community members to be part of the message—on video, in quotes, or through testimonials. People trust their neighbors more than official sources. You’re still steering the narrative, just with other voices helping carry it.
Final Thought
You don’t have to use every strategy. Even trying one could set you apart and help your message land more effectively. And if nothing else, you’ve now got a few new ideas to consider next time you’re planning a media push.
Want help rolling these out with your team? Or training your spokespeople to handle anything the media throws their way (including surprises)? Let’s talk. (Click the contact on the top of this page)