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© 2026 Copyright, Jennifer R. Farmer

The PR Whisperer

Author, Crisis Communications Expert, Strategic Communications Advisor

Category: Blog

The Underbelly of Media Coverage

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By Jennifer R. Farmer

Many people want and need media coverage, which can make it easier for funders and donors to find and invest in an entity’s work. Coverage can also lend credibility to your organization, campaign, or initiative. For instance, when you want to learn about a company or organization, you will likely Google it to determine whether it has favorable or negative coverage and reviews. When people see coverage from an independent and established media organization, they are more likely to view an entity as credible and effective. We know coverage is important, and I’m in the business of ensuring good people get the spotlight they want, need, and deserve.

And yet, there is an underbelly of media coverage. In addition to attracting funders, it can also attract haters. It can attract jealousy and envy. As you think about media coverage, know that as your platform increases, so will scrutiny. That shouldn’t mean that you hide or stay in a perpetual state of fear. But you should be prepared and ensure that you are operating ethically and effectively. If there are things you need to tend to, do so now, understanding that media coverage can put a microscope on you and the entity you lead.

I share this so that you are informed. If you’re praying for more coverage and a larger platform, carry an umbrella so you’re prepared for the sun as well as the rain.

Be sure to check out this YouTube page for more information to help you manage your brand.

 

Quick. What You Do Now Matters.

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By Jennifer R. Farmer

For years, the media has been in a free fall. We’ve seen newsrooms consolidate departments and functions, shed positions, and cease operations. This trend has continued through 2022, as CNN recently announced layoffs impacting 400 of its 4,400 workforces. Gannett, which owns hundreds of local papers in communities across the country, announced its third round of layoffs. NPR also announced cuts. The Washington Post is ending its Sunday magazine, and The New York Times is embroiled in labor negotiations. Those recent announcements follow the closure of the Black News Channel and reductions at BuzzFeed News in 2021 and years of media layoffs.

For people who wake up thinking about how to promote worthy causes, what you do now matters. To garner media attention in today’s climate, I recommend leaders and entities committed to social good take these steps:

  1. Build local media platforms. As mainstream media outlets have sought to diversify their teams and promised more opportunities for communities of color, many Black journalists have left Black-owned or Black-targeted outlets. But without intentional work to build and support Black outlets, local outlets and Indigenous outlets, our communities lose information and power. We also drain our institutions of much needed knowledge. When mainstream media outlets announce cuts, our people are often disproportionately impacted. This impacts us as well as our community, according to Race Forward’s Executive Vice President Eric Ward: “The real danger is that a growing number of African Americans have no place to try to understand what is happening in the world, what is happening in the country, and what it means for their communities and for their lives.”
  2. Create Your Own Content Channels. Nonprofits and advocacy organizations that want coverage will need to build their own content channels. Creating one’s own content channels enables one to immediately deliver a message. It also ensures control over the message and the probability of it being seen by one’s intended audience. Further, creating one’s own content channels makes reporting as easy as possible for journalists when they ultimately find an entity. Whether it is the company website; podcasts; blogs; or short videos on Facebook, Vimeo, TikTok, etc., we must take control of our message and the speed at which it is disseminated by creating our own content channels.
  3. Become Investor Consumers. Most smaller media outlets are not awash in cash; not all have angel investors and corporate sponsors. This many in a perpetual scramble for revenue. Advocacy organizations must be committed to supported media outlets that report the news, do so with a racial equity lens, and are committed to truth-telling. Organizations with financial means should donate regularly and consistently to people of color-owned and/or smaller media outlets. Donating should be a regular line item in an organization’s strategic communications budget.
  4. Consume the News Conscientiously. Communities of color and persons who favor an inclusive democracy should watch platforms owned by people of color and advertise as much as possible. This demonstrates for advertisers that there is demand for these platforms. Viewership is directly tied to advertising dollars and when outlets can prove they have the viewers, they are able to secure more revenue from advertising. It is incumbent upon people who want to advance racial, climate, gender, and social justice to be conscientious news consumers. This is the only way to ensure that the media outlets that deliver unvarnished truth remain in existence as long as possible.
  5. Be Ready to Pounce. As much as we like to plan, there are some things we can never anticipate. That is why rapid-response communications is important. Rapid response is quick mobilization of communications resources to respond to a crisis, or unforeseen opportunity or challenge. When the unexpected happens and you have deep knowledge or insights in the issue, be ready to pounce. Immediately craft or have someone in your team craft a story or pitch speaking to the issue at hand. Go live on your social media platform of choice and share your perspective. Monitor media trends and the news cycle carefully. And when you see an opportunity, pounce.

Trust me, I know how hard garnering media attention has become. But that doesn’t mean we can throw in the towel. Times are changing, and we must change as well. We must be smart, intentional and persistent in order to elevate important causes.

 

 

This Is the Time Leaders Are Most Likely to Make an Embarrassing PR Mistake

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OK, I’m going to let you in on a little secret. Do you know the times people are most likely to make an embarrassing or costly PR mistake? It is when they think they have it all figured out. It is when they cease to approach media or public engagements from the lens of, “Is this necessary?,” “Does this advance my work and/or message?” or “Is this kind?”

It is when you don’t appreciate that doing well on social media or in the media is bigger than knowing all the answers; it involves knowing what to say, when to say it and to whom to say it. It involves carefully considering whether you are the best messenger for a particular message. It involves a level of humility that success can compromise. When you have had any level of success, it is easy to believe that you are a big deal. It is easy to believe that your life will be paved with continued opportunities. You may indeed be a big deal, but humility is inoculation from embarrassing errors. And anyone, and I do mean anyone, can make a mistake.

Over the weekend, I witnessed a painful reminder of this very thing. A recruiter recounted online a story about offering a candidate $45,000 less than what she had the capacity to pay and less than what the candidate asked for, because the candidate purportedly didn’t know her worth or wasn’t confident. Because many people have had the experience being offered less than their counterparts received, the post struck a nerve. The attention shifted from the message the recruiter was trying to share (be confident) to people accusing the recruiter of being unethical and mean-spirited.

As an aside, as an observer of gender and race, I must comment on the obvious: Many people used this situation to unload all the meanness and fatphobia in their hearts, resorting to vicious and demeaning attacks on the recruiter who happened to be Black, a female and having a larger body. I do not condone the cruelty with which people engaged the recruiter. Just because a person makes a mistake (and I believe it was a mistake to offer the candidate $45,000 less when the recruiter had the capacity to pay more) doesn’t mean the internet mobs need to ruthlessly haunt and vilify the individual. Black women are far more likely to experience online bullying, harsh treatment and fatphobia; so, while I disagreed with the recruiter’s approach, I understood how intersecting oppressions made her especially vulnerable to cruelty. I wrote about the online abuse of Black women in 2019 for The Root.

I raise this to say that those of us with power and a platform must be very careful how we engage others and think carefully about what we share on social media and in media interviews. This is a painful way to learn that lesson, and I am hopeful that the recruiter and the candidate in question have or will receive the support they need to grow, learn and thrive.

Above all, I want you to know that none of us are immune to mistakes. Each of us can make painful, costly and embarrassing blunders that are difficult to live down. When we do, it’s important to own it, take time away to process, surround ourselves with loving friends and family, and vow to move forward.

 

The Media Is Still Contracting: Here’s What Nonprofits and Brands Can Do

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By Jennifer R. Farmer

This is feeling like a yearly column. At the end of 2019, I wrote an article titled, “The Media is Contracting: Now What?” In 2020, I updated the article because, you guessed it, the media was still contracting. That year, I wrote that there were more jobs lost in the media industry in 2020 than there had been since 2008. According to The Hill, “An estimated 28,637 cuts were reported in the industry by late October, …nearly as many as the record 28,803 reported in the media sector in 2008. By comparison, the sector saw just over 10,000 job losses in 2019 and 15,474 in 2018.”

In 2022, I am once again writing about contractions in the media. Over the past few days, I learned that the Black News Channel (BNC) has ceased operations. They had faced a gender discrimination and sexual harassment lawsuit. They also allegedly failed to meet payroll after losing support from at least one major investor. Their closing shop is not entirely surprising given the very serious accusations on workplace culture at the company.

But I also learned that BuzzFeed News ceased operations as well. The complete cessation of work there is not entirely surprising. They allegedly lost revenue year after year; and let’s face it, continued loses are not sustainable. This is a major loss because BuzzFeed had a strong investigative arm, playing a leading role in exposing information during the #MeToo era, appeared to offer employment opportunities for journalists of color, and was a place where social and racial justice advocates could find fair coverage for their work.

These losses are significant. BNC was Black-owned and Black-targeted. They provided a place for Black opinion by Black commentators and guests. They were a home for scores of producers and other behind the camera talent, employing over 230 people. They covered the issues impacting the Black community at a time when Black people continue to need substantive news rather than just entertainment. Their coverage of the confirmation hearings of Judge Ketanji Brown Jackson brought in some of their highest views. Today, Black people have fewer platforms to share and received news about our community.

Who Will Bring the Hard News?

What I’ve learned is that just because we do not know about it, doesn’t mean it isn’t happening. As someone who has worked in social and racial justice communications, I know firsthand the myriad issues that impact our community and deserve our advocacy. It is harder to mobilize Black, Native, Indigenous and Latino communities without platforms owned by us, or dedicated to our advancement.

As I shared in my 2019 piece, if you are relying on media coverage to spur advocacy you will need to develop a different media blueprint in 2022 than what you may have used in the past. Due to contractions in the media spurred by layoffs and media consolidations and closures, earned media – or media that you do not pay for – is becoming harder to come by. Having a good story is no longer enough to secure media coverage.

What You Do Now Matters

See this article for more ideas on what you can do now to continue to garner public awareness for your work. And here’s what you can do between media interview requests.

 

 

 

Resistance to Judge Ketanji Brown Jackson About Preservation of the Status Quo

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As I watched the first few days of confirmation hearings for Judge Ketanji Brown Jackson, who President Joe Biden nominated to the United States Supreme Court, I am reminded that even with impeccable credentials, Black women still face resistance. Brown Jackson has several clerkships, judicial appointments, and positions to envy under her belt. Her confirmation should be an open-and-shut case.

What is clear to me, however, is that although Black women are among the most educated and accomplished groups in the nation, our accomplishments do not always correlate to roles with significant decision-making authority. We also know that positions for which Brown Jackson is being considered do not come often for Black women; not because we lack credentials but because such positions are usually reserved for the privileged elite. Further, racism and sexism still prevent Black women from attaining that which is so easily granted to our counterparts. Yet we persist, knowing that our persistence clears the path for others who will come alongside or after us.

If history is to be trusted, we know Brown Jackson’s nomination hearings will be filled with incredulous attacks and unfair innuendo. The commentary around her sentencing of child predators is a proof point. Brown Jackson will also be questioned and held to account for things far outside of her control. For instance, she has been challenged by Sen. Lindsay Graham and Sen. Ted Cruz for what conservatives view as slights against jurists Amy Coney Barrett or Brett Kavanaugh, during their nomination hearings. We will hear about ‘de-legitimizing the judiciary,’ ‘activists judges,’ and a whole host of phrases that subtly suggest Brown Jackson, or any other candidate who disrupts the status quo, is unfit to serve on the Supreme Court.

In the face of such attacks, I hope Brown Jackson experiences steadfast support from the Biden administration, advocates for progress and from women from all walks of life. I also hope that educators across the country do more to ensure that Brown Jackson is not an anomaly, working harder to truly see and invest in Black girls and youth.

While the road will undoubtedly be difficult, I am confident that Brown Jackson’s accomplishments create hope for countless women and girls. I watch the hearings with pride, understanding that Brown Jackson has already broken barriers and shattered ceilings. That is to be celebrated and cherished.”

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Celebrating the One Year Anniversary of “First and Only: A Black Woman’s Guide to Thriving at Work and in Life”

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On Feb. 9, 2022, I celebrated the one-year anniversary of my book, “First and Only: A Black Woman’s Guide to Thriving at Work and in Life.” Published by Broadleaf Books in 2021, “First and Only” honors the uniqueness of Black women and speaks to the racism, sexism, classism, and homophobia Black women experience at work and in life. The anniversary comes weeks after President Joe Biden expressed his intention to nominate a Black woman to the U.S. Supreme Court, a historical moment.

I wrote ‘First cernos gel testogel and Only’ after closing the pages of other leadership books and realizing many did not speak to what Black women experience at work or in life as the first and only. But time after time, Black women experience unique challenges that must be addressed and validated. That the anniversary of this book falls as President Biden prepares to nominate a Black woman to the Supreme Court is fitting. The bench of Black women who could step into that role is plentiful. Yet, the only reason that Black women have not been nominated to date is because we are not always seen; it has nothing to do with skill or credentials.

‘First and Only’ is an insider’s perspective that will not only support Black women as we navigate different spaces but give insight to those wishing to be better allies. To learn more, To see this interview on The Hill’s “Rising”: https://www.youtube.com/watch?v=zqiddtsQY6M&t=326s or https://www.salon.com/2022/02/06/cheer-jada-wooten-role-model/.

And if you’ve not already done so, please purchase the book from your favorite bookseller.

Marketing Yourself Is Part of the Work

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This past year has been filled with many opportunities to learn and numerous invitations to reconsider how I have approached various issues in my personal and professional life. I’m not going to lie, some of what I learned was downright painful. But when I took a step back and really reflected on the progress and pain of 2021, I realized that every situation was an opportunity to grow. One of the most important reminders I have had this year is the importance of working on and in my business. That means that in addition to servicing my clients, I need to be intentional about marketing or promoting the work I’m doing. But as anyone who cares about their work knows, it is quite easy to focus on the work and nothing else. To be sustainable, I cannot – and neither can you – be so focused on service delivery that I neglect telling my own story.

That is key, because there must be balance. Any business that wants to succeed must strike a balance between investing in the business and executing the work of the business. That sounds simple enough in theory, and we all retreat to our comfort zones. My confront zone is my work, and it is second nature to think about and do my work. The shift is to see marketing and promotion myself as a part of the work. I’m committing to make that shift in 2022.

As we enter a new year, I hope we remember that this year is filled with new possibilities. I’ve committed that I will be more intentional about marketing what I do. I hope you will join me. We all have a story to tell.

 

 

How to Be a Better Colleague to Black Women in 2022

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Black women experience the world of work very differently from others. Many of us were advised as youth that we have to work twice as hard to be perceived as half as skilled. We come into workplaces questioning whether we will be accepted and whether the work environment will be safe, inclusive, and welcoming. We question whether we’ll be accepted if we show up as our full selves. We wonder whether advocating for what we deserve will be counted against us. Will we come off as “just another Angry Black woman”?

Each time we show up for ourselves, we wonder whether the workplaces we inhabit will be hospitable. And when we are super skilled, we sometimes wonder whether our colleagues, will view us as threats. Will we go from “office pet to office threat” as Erika Stallings put it.

The daily calculations Black women make to survive and thrive at work are underappreciated by many. And yet, each day offers an opportunity. Each year brings with it hopes that this one will be better than the last. If you’ve ever wondered how to be a better colleague to Black women, here are four areas for you to consider.

  1. Your Support of Black Women Starts with Your Internal Anti-Racism Work. You cannot give to others what you do not first possess within yourself. The people who have been most helpful to me are people who have done their own anti-racism work, often separate and apart from their relationship with me. They are people who have thought critically about race and people who understand, accept, and own their privilege. They are committed to lifelong learning and open to feedback. The key is to start with yourself and commit to be the best version of yourself possible.
  2. Decenter Yourself. When you meet a Black woman at work, be willing to decenter yourself. Your experience and your path has likely been fundamentally different from that of your Black colleague. Even if you had similar upbringings, belong to the same religious group, or live in the same neighborhood, you experience life differently. People react to you based on your whiteness, not just your ability or personality. People react to Black women based on intersecting oppressions of race, gender, sexuality, class, etc. As you engage with Black women, be willing to consider that it is not all about you and that what is normative for you is not necessarily so for non-white women. Be open to hearing uncomfortable truths, and be OK with sitting in discomfort if your perspective is not centered at all times. Also, if you meet Black women who are reluctant to immediately form a deep relationship, be OK with that. Give Black women space to do what they believe is in their best psychological, professional, and personal interest.
  3. Do Not Assume. I am sharing what has worked for me, but it is important that non-Black women ask the Black women with whom they work and are in relationship how they may better support those women. Understand that what works in one professional environment or with one personality type may not work for all settings and all people. So rather than showing up and assuming you know, simply ask. When I say ask, I mean ask colleagues what you can do at work to support their leadership. I do not mean placing the burden of becoming anti-racism or learning about racism on your Black colleagues. That is your work to do, and the sooner you own that fact, the sooner you’ll be able to build genuine relationships.
  4. Be Aware of Your Power and Privilege. One of the ways you can support Black women is to be aware of your power and privilege. Few things are as irritating than the oft used platitude, ‘we’re all in this together.’ Understand that while all a propos des medicaments ameliorant les performances women may deal with sexism, sexual harassment and gender-based violence, Black women experience intersecting oppressions that create added layers of stress.

This is messy, and you will certainly make mistakes. That is OK. Keep trying and stick with it.

 

Jennifer R. Farmer is a writer, trainer and entrepreneur. She is the author of “First and Only: A Black Woman’s Guide to Thriving at Work and in Life” and “Extraordinary PR, Ordinary Budget: A Strategy Guide.” Follow her on Twitter/IG @pr_whisperer or on Facebook via @prwhisperer.

 

 

4 Media Trends for 2022

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You need more than a noble mission to garner media attention. As the media landscape changes and the 24/7 news cycle impacts content creation, leaders must work harder to garner publicity for their work. As we enter 2022, here are several things you should do to increase media coverage.

  1. Building your email list.

    Every event, every engagement is an opportunity to build your email list. Your list is your media platform. It cannot be taken from you. As you work to garner media attention, be intentional about building a list of people who care about the work you’re doing in the world. As you build your list, remember to tailor it to your audience’s respective interests. For instance, communicate with your list at a frequency that is comfortable for you both. As you communicate, remember your value, and trust in the fact that few people can offer what you bring and the way you bring it.

  2. Invest in paid media.

    I include this point on every yearend list of recommendations that organizations should do in the coming year to secure more earned media. That’s because this message will never get old. There’s no way around it: Invest in paid media. Not only is paid media a method of delivering an unvarnished message, you also can leverage paid media to secure earned media. All media outlets need advertising dollars, and the need is crucial for smaller outlets whom most consumers don’t think to invest in. I’ve learned that smaller outlets are much more appreciative of the investment and tend to remember the organizations and leaders who steer financial resources their way.

  3. Communicate with newsletter curators.

    Years ago, organizations focused on sharing a client’s message with the media and the media alone. More recently, organizational leaders learned that to deliver a message, they needed to communicate with members of the media, bloggers, influencers, and micro influencers. But with the rise of Substack and newsletters, leaders are once again being asked to shift. Here’s why. As the media contracts, journalists are under increasing pressure to cultivate loyal followings. Additionally, with decreasing ad sales and newsroom cuts, people who love to write and tell stories must increasingly produce new and innovative ways to communicate. One of the ways they’re doing that is by identifying their audience and communicating with them via newsletters.

  4. Collect mobile information.

    In addition to building an email list, you should be building a mobile list. You should have multiple means of communicating with your audience. Relying exclusively on one channel is risky. If your social media platform goes down or is taken away, how will you connect with your audience? If you engage a younger demographic that doesn’t engage with email the way older groups do yet you only communicate via email, you will miss a segment of your audience. Moreover, text messages can be used to provide helpful reminders. For those reasons, seek permission to communicate via text and then be strategic about what you communicate and when you communicate it.

We know that getting media coverage is important. It can influence your ability to raise funds and can also help you stand out in a crowded landscape. To garner it, you need to be strategic and intentional. These tips will help you accomplish both.

Jennifer R. Farmer is the principal of Spotlight PR LLC.  Check out our blog posts and subscribe for updates. 

 

Despite Public Support for Social Justice, Many Organizations Are Not Naturally Benevolent

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We must not be pacified by people and organizations who utter the rhetoric of justice without the history to back it up.

When I learned about Times Up involvement in former New York Gov. Andrew Cuomo’s sexual harassment allegations, I was disappointed but not surprised.

Few people or institutions are naturally benevolent. Each day we wake up, we must decide to do the right thing, after first determining what “right” is for us and the people who look up to us. But after the decision or the intention to do right, we must ensure there are mechanisms in place to hold ourselves accountable.

Because organizations are made up of imperfect people and have a profit or power motive, I do not believe organizations, much less companies, are naturally benevolent.  I wasn’t shocked that an organization supposedly committed to sexual abuse survivors was embroiled in a scandal for not centering survivors.

Most organizations are driven by a need to raise funds, remain competitive, cultivate and maintain power. Doing the right thing then is nice, but it is not a compulsory driver for many organizations. That is not to suggest that all companies and organizations are bad. I am suggesting that mere intention is useless without accountability.

Saying you despise racism, sexism, homophobia, transphobia and classism is meaningless if there isn’t a system in place to ensure you and the people in your employ are treating all people with dignity and respect. And here’s the thing – dignity and respect are about more than just being nice or saying the right things in the presence of others.

To do right by others, companies must give them every opportunity to thrive. They musty pay living wage, support workers as they care for themselves and their families, be willing to share power, and create safe workplaces.

This is a reminder that we must not be pacified by people and organizations who utter the rhetoric of justice without the history to back it up. We need to move beyond talk and focus on actions.

Jennifer R. Farmer is the principal of Spotlight PR LLC.  Check out our blog posts and subscribe for updates. 

 

 

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