By: Crystal Patterson, Kelsei Scott, and Maria Camila Montañez
IGNITE chapter members and young people like you are leading incredible work across the country: registering voters, providing resources on how to cast a ballot confidently, and holding legislative meetings with elected officials. And through it all, social media has become the platform that helps advocates like you stay connected to their communities, engage with elected officials, and stay in touch with fellow organizers. In fact, it’s become the number-one advocacy tool for Gen Z and Millennials, with about 66% of Gen Z engaging in online advocacy, according to the United Way of the National Capital Area.
But here’s the reality: an Instagram Story lasts 24 hours, while a headline can last a lifetime. If we want to build lasting, sustainable movements with real reach, we also need to break into mainstream media.
For our first Q&A of 2026, we spoke with IGNITE Fellow Kelsei Scott, communications expert and IGNITE Board Member Crystal Patterson, and IGNITE Communications Consultant Maria Camila Montañez, who recently delivered a virtual training on the power of local media.
Why is a local media strategy important for community organizing and advocacy?
Camila: It’s important to recognize that social media algorithms aren’t perfect. They won’t reach everyone. We also can’t assume that everyone in our community is active online. That’s where local media plays a critical role.
Local media outlets are often rooted in the communities they serve, with reporters who genuinely care about amplifying underrepresented voices. They actively seek out stories that are often overlooked by national media.
At the same time, local advocates are closest to these stories. They see the gaps, the needs, and the lived experiences directly. That creates a natural, mutually beneficial relationship: advocates bring meaningful stories, and local media provides the platform to share them. This is a win-win situation that can significantly expand the reach and impact of your advocacy efforts beyond digital spaces.
For advocates who are new to this, a great place to start is by reaching out to your school’s media outlet.
When is the best time to engage a local reporter?
Kelsei: As advocates, we’re constantly organizing, mobilizing, and activating our networks. It can start to feel like everything we do is newsworthy, but in reality, reporters receive hundreds of story pitches every week. That’s why timing and relevance matter.
To stand out, it’s important to understand what reporters are actually looking for:
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New data, facts, or compelling statistics
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A timely action or event that impacts the community
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A fresh angle to a known issue or a story that hasn’t been told before
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Personal stories that are emotional, human-centered, and relatable
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What are best practices for building relationships with local reporters?
Kelsei: Building a relationship with a local reporter starts with recognizing that local reporters are often looking for exactly the kinds of stories advocates are working on. A strong first step is to get clear on your audience. Who are you trying to reach and what issues are important to them? From there, take time to research and understand your local media landscape.
Ask yourself:
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What topics do specific outlets cover?
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Which reporters focus on issues related to your work (e.g., climate justice, education, housing)?
Once you’ve answered these questions, build a targeted list of local media contacts. This will help you reach out more strategically and can increase the chances that your story will resonate. You can include on your list the reporter's name, email, phone number, the news outlet where they work, and the topics they cover. Then you can include space for recording notes to document when you contact them, what stories you pitch them, and what they've published about your work.
Keep in mind that this is a flexible list you can adapt and continue using after college if you choose to pursue an advocacy path.
Do you always need a press release to reach local media outlets?
Kelsei: Press releases are one of the most common tools advocates use because they package your event, story, or action into a clear, digestible format that journalists can quickly understand and reference. That said, a press release isn’t always necessary. The right approach depends on the nature of your work and your relationship with the reporter. In many cases, a more tailored pitch can be just as effective, or even more effective.
Other ways you can pitch to a reporter include sharing:
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Stories or personal profiles
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Reports or key findings
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Event invitations
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Media advisories
The key is to choose the format that best fits your story and makes it easy for the reporter to see the value of the information to their audience.
For those who may feel anxious or uncomfortable about contacting local reporters, what are some strategies to become confident with media outreach?
Crystal: Local reporters are people, just like you, and they care about their communities in many of the same ways that advocates do. It’s completely normal to feel nervous or intimidated, especially if it’s your first time reaching out. What matters most is being clear about your purpose and your request.
Approach the conversation with professionalism, be respectful of their time, and be genuine in how you share your story. Confidence builds with practice, and taking that first step is often the hardest, so rest assured, it will get easier.
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Ready to get started? Your next step is to begin building your media outreach list. Start small: identify three local reporters who cover community issues relevant to your work in your area and find their contact info today.
This blog was built upon one of our recent virtual workshops. If you’re interested in growing your advocacy and organizing skills, take a look at our calendar and sign up for an upcoming event to get more tips and expand your network.
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