Smart businesses don’t fear the media, they capitalise on the opportunity it presents

For many businesses, traditional media (newspapers, television and radio) can still feel like unknown territory. There’s a common perception that media attention only comes with problems to solve or criticism to manage. But that view overlooks the strategic value that media engagement can offer. When approached with the right mindset and preparation, media can help build your organisation’s reputation and credibility, establish trust and share your story with a wider audience.

Whether you’re launching a new service, reaching a milestone or need to increase brand awareness and visibility, traditional media is a powerful tool for sharing compelling and engaging stories. After all, it can be more impactful when someone else says something good about your business than when it comes from you.

Media isn’t the enemy, it’s a valuable platform in your matrix of communication channels

While it’s true there will be times you need to respond to an issue or address public concerns, not all reactive media needs to stressful or challenging. With the right support businesses can respond with clarity, transparency and timeliness, qualities that are increasingly valued by the public.

A skilled media advisor can guide you through high-pressure moments with ease, removing the guesswork and helping you communicate with confidence. It may also present a valuable opportunity to highlight the positive initiatives your organisation is delivering. By responding transparently and constructively, you can not only address concerns but also reinforce your organisation’s values and credibility. If you’ve been given the mic, use it to your advantage.

Media isn’t just about managing risk. Media can and should be used proactively to shape your narrative and contribute meaningfully to public conversations.

Identifying and pitching the right stories

Strong media engagement begins with knowing what makes a story relevant and how to pitch it effectively. Journalists’ time is valuable and pitching valuable stories that resonate goes a long way for developing good relationships with media. Here are a few tips to help you identify and prepare the right stories:

1. Focus on impact

Look beyond internal updates and ask: who does this impact? Why would the broader community or industry care? 

Consider what’s happening in your business that contributes to the Territory in a meaningful way. Are you reaching a milestone, expanding into new regions, forming partnerships or working closely with local communities? Stories that highlight progress, collaboration or genuine community benefit often attract media interest, even if they don’t seem newsworthy at first.

2. Keep it simple and clear

Journalists and audiences both need the “so what?” upfront. Be ready to explain what happened, why it matters and what comes next. Avoid technical jargon and lead with clarity.

3. Show the human side

People connect with people. Adding a personal element helps ground your story in experience and emotion. This not only strengthens media appeal but also builds trust with your audience.

4. Be prepared

Before reaching out to media, make sure you have:

• a short summary and media release

• a dedicated spokesperson who understands the key messages

• supporting visuals or data if relevant

• an understanding of what questions might be asked and sound responses.

A prepared approach shows professionalism and gives media outlets confidence in working with you.

Build media confidence into your business

Developing media awareness within your organisation isn’t about everyone becoming public relations experts, it’s about creating shared understanding about how and when to use media as part of your broader communication strategy.

Embedding this mindset into your organisation means you’re ready to act when opportunity strikes or when issues arise. It means you’re not caught off guard and that you can lead the conversation, not just respond to it.

Traditional media still plays a critical role in shaping public understanding. It offers reach, credibility and connection. For businesses willing to engage with it thoughtfully, it can be a valuable asset.  

So don’t be afraid of media. With the right preparation, it can work for you and help you tell your story on your terms.