Follow inspiring causes
June 10 2016

Approaching media outlets for your mycause campaign #2

Approach media relevant to your cause by filtering and segmenting media outlets according to where you live, what your cause is about and the scale of your campaign.

Media outlets (both traditional and online media outlets) are segmented according to area, subject/industry news, readership and genre.

A quick Google or Bing search will reveal some of the media outlets that can be potential targets to pitch your story out to. 

For example, if your cause is about your battle with a chronic health condition - and you live in a regional area - you should type in the area you live in 'AND' newspapers or television or radios at the end of your search item. Then, either email or speak with someone from the newsroom for this particular media outlet. 

To find out contact details for media outlets, scroll through to their 'CONTACT US' page and either call the main line - then ask for the newsroom - OR directly call the editor, a journalist or a reporter direct if their lines are available. 

A quick breakdown of the different types of media outlets that might be relevant for you is below. 


Local and regional media

For example, if you live in Dubbo NSW and your campaign is to address your medical or health-related issues, then you should initially approach the local radio, newspaper and television outlets. 

Local and regional media outlets cover local stories. That means your story pitch should clearly define who you are, where you are from and how this story affects people in the area.

If you live in a metropolitan area, then your local media outlet will be your suburban newspaper, such as the Leader or the Quest news outlets for example. 


Metropolitan (City) media

In Australia, metro or city media is generally referred to the location in which the media outlets are based - and predominantly cover news from Melbourne, Sydney, Brisbane, Canberra, Adelaide, Perth, Hobart and Darwin. 

It might be hard to get coverage across these outlets since they have to provide newsworthy content to a larger audience, plus these outlets tend to receive a high volume of story pitches, ideas and requests. 

However, if your story is relevant to the metro market, is interesting for the metro audience and appeals to or affects a large volume of people, then it is highly recommended that you also approach TV, PRINT, RADIO and ONLINE metropolitan media outlets to gain bigger exposure for your cause. 

If you need further help with preparing a media release or if you would like to know what will make your story newsworthy, then please get in touch with the mycause Media and Communications team - who are happy to help - on 1300 885 157 or via email on


CLICK HERE TO VISIT PART 3 OF OUR MEDIA TRAINING GUIDE, What to expect from a media interview


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