How to Get Known When You Aren’t
Today, it is truly difficult to navigate the media maze. The challenge is gaining attention in a saturated landscape. The struggle for media attention for independent creators and average individuals is akin to finding a needle in a haystack.
Take the example of an indie producer releasing five feature documentaries on compelling subjects like scams and victims, finding love, dealing with rapid changes, and finding happiness. It illustrates the difficulty of gaining media traction despite significant efforts, though there is a path for getting noticed, as I discovered through my campaign to promote these five documentaries: Conned: A True Story, Con Artists Unveiled, When Love Goes Bad, Surviving Change, and Finding Happiness.
This article describes why gaining media attention is an uphill battle, and it offers strategies to break through the noise.
The Saturated Media Landscape
The difficulty of an unknown seeking attention in a saturated media landscape is due to these main factors:
· Overwhelming Volume of Content: In the digital age, the sheer volume of content being produced and shared is staggering. Platforms are inundated with a constant stream of information, making it challenging for any single piece of content, such as the news about a feature film or documentary by an unknown writer, to stand out.
· Limited Attention Span: With the proliferation of social media and the 24/7 news cycle, the average person's attention span is spread thin. Content that does not immediately grab attention often gets lost in the shuffle.
· Algorithmic Challenges: Most digital platforms use algorithms to decide what content gets promoted and seen. Independent creators often struggle to understand and leverage these algorithms effectively, leading to their content being overlooked.
The Struggle of Independent Creators
Independent creators also have a number of disadvantages, making it more difficult for them to navigate this saturated environment.
· Lack of Resources: Major studios and established creators often have significant resources for marketing and public relations, which independent creators usually lack. This disparity means that projects like Conned: A True Story or Con Artists Revealed might not have the same promotional push as those from larger entities.
· Networking and Connections: The entertainment industry heavily relies on networks and connections. Independent creators often find it challenging to access influential media channels without the right contacts.
· The Media Preference for Established Names: Media outlets tend to gravitate towards known quantities – established filmmakers, celebrities, and studios. This bias can sideline noteworthy work by less well-known creators.
Strategies to Gain Media Attention
Given the difficulties independent creators face, what can they do to gain media attention? Here are some strategies:
· Leveraging Social Media: Utilize social media platforms to create a buzz. Engaging content, behind-the-scenes footage, and interactive posts can attract followers and create a community around the documentaries.
· Targeted Outreach: Identify niche markets and specific media outlets that align with the themes of a feature film or documentary. Tailoring the message to suit these audiences can result in more interest in your project.
· Collaboration and Networking: Building relationships with influencers, bloggers, and other filmmakers can open up new channels for promotion. Collaborating on events or promotions can increase your audience.
· Innovative Marketing Strategies: Employ creative marketing tactics, like hosting virtual screenings, Q&A sessions with filmmakers, or partnering with related causes or advocacy groups.
· Persistence and Consistency: Consistently promoting content, even when there is no immediate payoff, can increase awareness and interest. The media landscape is constantly changing, and persistence can eventually lead to recognition. For example, send a series of releases with different topics and stories tied to a film or series to media contacts interested in that topic. You can use a keyword search on a media database to find the contacts. You might annoy some media people who get a series of press releases from you, but others will take notice and may write about your project.
In sum, the challenge of gaining media attention, especially for independent creators and average individuals, is formidable in today's saturated media environment. However, by understanding the landscape, leveraging social media, engaging in targeted outreach, and employing creative marketing strategies, you can finally gain recognition. Beyond creating great content, you need to develop a narrative around your project that captures the zeitgeist of the times, resonates with audiences, and, ultimately, attracts media interest.
That’s what I’ve been doing to gain media interest with my five films – Conned: A True Story based on The Big Con from American Leadership Books; Con Artists Unveiled based on I Was Scammed also from American Leadership, plus When Love Goes Bad, Surviving Change, and Finding Happiness. And after sending out several releases, this approach is finally starting to work.
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Gini Graham Scott
Changemakers Publishing and Writing
San Ramon, CA 94583
(925) 804-6333
Changemakerspub@att.net
www.changemakerspublishingandwriting.com
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Gini Graham Scott, Ph.D. is the author of over 50 books with major publishers and has published 200 books through her company Changemakers Publishing and Writing (http://www.changemakerspublishingandwriting.com). She writes books, proposals, and film scripts for clients, and has written and produced 18 feature films and documentaries, including Conned: A True Story and Con Artists Unveiled¸ distributed by Gravitas Ventures. (http://www.changemakersproductionsfilms.com). Her latest books include Ghost Story and How to Find and Work with a Good Ghostwriter published by Waterside Productions; The Big Con, I Was Scammed, and Love and Sex in Prison, published by American Leadership Press; and Ask the AI Wizard, published by J. Michael Publishing.