Jim James explains why journalists aren't your audience—they're the megaphone. Treat them as collaborators with their own goals and constraints, because your real audience is the customers, voters, or public they reach.
The first key point to remember is that the media are really not your audience. They're not your audience because ultimately, they're not the people, by and large, that you are hoping are going to take action by listening to what you're doing. When I say that, of course, you're hoping they're going to take action by writing or issuing a podcast or maybe making a film about what you're saying. But they're a conduit, they're a channel to the people that you really want to reach. First of all, let's just remember when you're reaching out to the media, the role they're playing is to help you to communicate with your audiences. And in order to do that, we need to treat them really like team members, we need to work with them. We also have to remember that the media have got their own objectives to fulfill.
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