28 Jan 2026 · 1 min
Jim James breaks down how an advocacy campaign won media coverage for caged chickens in Singapore by landing one outlet first, then using that credibility to build momentum across social networks and industry voices.
There are times when the media aren't interested in your story, but there are also times when the news wires, which are the professional services that are there to send out your press releases, also don't want to send out your press release. So what can you do about that? Just because a mainstream platform doesn't want to give you an airing, it doesn't mean that there isn't an angle somewhere. It's just finding it. Start with one media that will publish the story and build use the credibility from that coverage to establish an audience. All you need is one piece of coverage to start. Don't give up the sense of legitimacy, and that can lead to the cascade effect. Amplify that using your own social networks and get other people to share it through theirs. And if you can, get the industry players to start to comment, because then those people that you need to impact end up being drawn into the conversation.
How can this be easy? The mindset approach approach to change how you build your business.