The idea expanded after brainstorming with our development director, Sam Cosby. In addition to the media aspect of the tour, we also planned to add a fundraising component where Sam would meet with potential donors, as well as donors we did not see regularly. After getting immediate buy-in from our CEO, we planned and executed the trip.

These were my three goals and the results:

Change the perception of Beacon as a Nashville-centric think tank

Like many SPN groups, Beacon Center is located in our state capital. Because of our location, we have great relationships with Nashville-area news outlets and donors. Unfortunately, many of our supporters outside Nashville saw this as a sign that we were less concerned about the rest of the state. This trip gave us the opportunity to reach a new audience through media and show that we are focused on the state as a whole, not just Nashville. Many supporters and donors have noticed and appreciated the additional media coverage about our work in their areas of the state.

Add a new base of media contacts

If the only relationship you have with media outlets is via press releases, you will have an extremely hard time breaking through the noise. By going on this trip, I was able to introduce the Beacon Center—and myself—to media personalities who have never covered us before. Most of the people I met with were vaguely familiar with our organization but didn’t really understand what we did. By taking the time to meet with them on their terms, I was able to form new relationships that have paid major dividends in terms of media coverage of our organization and our priorities. I achieved this not only by talking about Beacon’s policy priorities, but also by acting as a resource for them when they need a quote, comment, or even just perspective on an issue.

Connect with the media on a personal level

Many of these meetings did not go as I expected. While I made sure to discuss the Beacon Center and our policy priorities, many of these conversations turned personal…and that’s a good thing. I spent 45 minutes talking to a newspaper columnist in Memphis about whether the Grizzlies could make a playoff run. I spent a tour of a Knoxville TV station talking to a producer about my Pennsylvania upbringing. And I discussed my college experience and the cold Milwaukee winters with a writer
in Kingsport.

Ultimately, connecting with media on a personal level will not only mean they are more likely to cover you, but they are also more likely to cover you favorably. As we all know, media personalities tend to have a liberal lean. However, it is a mistake to think that ideology takes precedence over personal relationships and need for quality material. Even if they disagree with your position, the media will treat you more fairly in coverage of that issue if they trust you and like you personally. Our trip has proven this to be true.

After five days of meetings, great barbecue, lots of laughs, and a few beers, this road trip was more successful than I could have ever imagined—and not just from a media perspective. We were also able to raise more money and gain a new network of donors. By working together, accommodating each other’s schedule, and even sitting in on each other’s meetings where it made sense, Sam and I were able to achieve both our goals and position our organization better for the long run. Because of this success, I will be taking a second annual media tour this November. I would urge every organization in the network to do the same.

Mark Cunningham is the communications director at Beacon Center of Tennessee. Write him at mark@beacontn.org.