A conversation with Skylar Smith and Murphie Mendez
As media relations professionals, we must stay agile and audit our industry often to manage the ever-evolving media landscape. Elmore’s resident storytellers Murphie Mendez and Skylar Smith offer their insights on how less explored forms of digital media provide new opportunities to tell our clients’ stories.
Beyond traditional media outlets, where does Elmore earn media coverage for clients?
Murphie:
Traditional media refers to print, radio, television, and online outlets. In other words, places people have sought their news for the last 20+ years. But there are so many other places news is shared today! Some call these “alternative,” but we believe these types of outlets are just as essential and ubiquitous as “traditional” media. They should not be considered alternative anymore.
Skylar:
That’s right. More than ever, people are getting their news from sources like social media, newsletters, podcasts, and even emerging platforms like streaming services. These are all tools in our media outreach toolkit; they are additional – and important – places to seek coverage.
For instance, the respective Facebook, Instagram and X pages of traditional media outlets can certainly amplify our clients’ stories to a wider and more engaged audience.
Similarly, the newsletters of those outlets can directly reach the inboxes of their most dedicated readers. The Houston Chronicle has its daily “The 713” newsletter with the morning’s top stories, as well as other section-specific weekly newsletters. Houston Landing, CityCast Houston, Axios, and Secret Houston all send regular newsletters with Houston news and social happenings, as do CultureMap and PaperCity.
What about podcasts?
Skylar:
For certain clients, podcasts can offer meaningful coverage. I think when most people hear “podcast” they think of national, serial storytelling productions. But locally, there are podcasts dedicated to business and innovation.
Houston Public Media publishes some of their shows, like Houston Matters, as podcasts, and The Business Journals has its “Texas Minds Podcast.” InnovationMap hosts its “Houston Innovators Podcast,” a weekly discussion with a featured innovator who is making a difference and disrupting the status quo in his or her industry. These and others offer clients an incredible opportunity to broadcast long-form, nuanced conversations to their target audience.
Can you tell us about more streaming services?
Murphie:
Streaming services are local affiliates’ own streaming channels, found on platforms like Roku, Amazon Fire TV, or via the station’s dedicated streaming app. For instance, KPRC Channel 2 has KPRC2+, and KHOU Channel 11 has KHOU+. These streaming services provide access to standard newscasts as well as exclusive, extended content and stories created specifically for the platform.
It’s an emerging medium for traditional television outlets, providing 24/7 access to content and dedicated stories for streaming viewers. Those stories may also end up on the outlet’s YouTube or social media platforms. Occasionally they also air on a traditional broadcast, but not always.
It sounds like there are more places than ever to share our clients’ stories.
Skylar:
It’s true that there are an increasing number of platforms by which we can reach relevant audiences. The playing field of possible media placements has widened.
At the same time, an outlet’s ability to or interest in covering a client’s story can change with time. We are always looking for reporters, outlets and mediums beyond what is considered “typical.” We take care to find creative and unique angles to remain appealing to the interests of reporters and outlets’ audiences.
Are clients open to seeing stories placed in these other forms of media?
Murphie:
Part of our role as effective communicators is to relay the potential impact any one outlet may have on a stakeholder group. We discuss where their audiences are getting their news and tell our clients’ stories in those places. With this education, our clients quickly come to appreciate the value of both traditional and alternative media.
Elmore keeps the pulse of the local, regional and national media markets, and are flexible to change our pitching strategy as outlets emerge or change.
Our team earns results that make an impact toward our clients’ goals. Reach out to engage with us in this conversation and learn more.
