What is proactive media outreach?

Proactive media outreach is characterized by actively engaging with the media to promote stories, initiatives, and positive narratives about an organization or its stakeholders. This approach involves reaching out to journalists, offering story ideas, providing relevant information, and establishing relationships with media personnel to ensure that the organization's perspectives are included in news coverage.

By taking this initiative, professionals in public relations can shape the narrative, enhance visibility, and cultivate a positive reputation for their organization. This is essential for building media relationships and ensuring that the organization's message is communicated effectively and proactively rather than waiting for media inquiries or responding to negative coverage after incidents occur.