Identify Media Actors

Tips to identify the best media actors for your audience

There is a difference between the level of interest of each media outlet. Diversity of audiences means targeting your communications to meet diverse needs. Identifying actors in a local, regional and project level media landscape is crucial. The media actors can be organized on three levels:

• News Agencies → News agencies have a huge impact on setting the global media agenda and telling the rest of the media what's newsworthy. One gateway to many media at the same time with global reach. They provide a baseline of reliability. But if your content is on regional and local topics, then news agencies are not your media actor.

• Traditional media (TV, radio, newspapers) → Generalist media satisfy the citizen basic information needs. They play between the daily news agenda and some outstanding information. If you want to reach some success when reaching them, pitch them concrete and framed stories.

• Digital media → Digital media mean content specialization. Find the best digital magazines and blogs for your content, take into account their content quality (specialized, well written, verified and trustfull information). Check where your competitors, stakeholders and theme-aligned projects have already been published.