Media Advisory Board: The secret to driving the news agenda

Whether you’re a brand trying to pioneer something genuinely new in a crowded sector, or you’re struggling to keep the momentum after some early success, the reality is the same: standing out in a saturated media landscape is tough.

Sometimes it feels almost impossible to cut through, no matter how strong your story angle or how groundbreaking your data is. 

We see this all the time in communications. Traditional media channels are shrinking –  layoffs at Reach PLC, TechCrunch, and Business Insider are just the tip of the iceberg. 

Meanwhile, newsletters and independent platforms like Substack are booming, filling our inboxes with exciting new formats to explore but also raising questions for brands about how best to approach these mediums. So, the challenge of getting your organization noticed, and keeping it relevant, is only getting tougher.

But despite the disruption happening in our industry, old-fashioned, face-to-face time with journalists when it comes to building real relationships still moves the needle. But gathering a group of busy journalists in one place, ensuring their attention is focused fully on your client, has become its own kind of hurdle. The media landscape just isn’t what it used to be.

To meet this challenge, we’ve seen real impact at Clarity by hosting Media Advisory Boards.

What is a Media Advisory Board?

A Media Advisory Board is a paid, moderated event where you invite key journalists to share their perspectives on industry trends, your organization’s positioning, and what it actually takes to cut through all the noise. It’s a rare chance for direct, candid feedback and a reality check on what will (and won’t) resonate today. 

A few years back, journalists told us these sessions weren’t really common. Fast forward to now, and they’re attending them regularly. This shift has proven invaluable for businesses, who are now seeing benefits in the depth and quality of their media interactions.

Media Advisory Board cheat sheet

Over the years, we’ve learned some lessons about what it takes to make these events truly impactful. Here are our key takeaways:

• Keep the informal tone front and centre: Formal presentations and jargon-heavy slides will switch attendees off fast. Start with a concise overview of your organization or your challenge, just enough to provide context, then move quickly to an open, roundtable discussion. That’s where the real insight comes from.

• Curate your journalist mix thoughtfully: Think beyond the obvious traditional media targets. Where relevant, bring together journalists from different verticals or even platforms, including Substack. A diverse room can spark new perspectives and ideas that might not emerge in a room full of similar voices.

• Spotlight your most compelling storytellers: The right spokespeople matter just as much as having the right journalists at the table. Make sure your most engaging voices are front and centre – be it key leaders, subject-matter experts or even a standout customer eager to share their perspective. The more compelling and credible the voices, the richer the conversation and the greater the impact.

• Make space for genuine networking: Set aside time before and after the main discussion for introductions and casual chats. These unscripted moments often lead to fresh ideas, deeper relationships and candid insights you won’t get elsewhere.

• Make interaction count long-term: The Media Advisory Board isn’t a one-off event. The key is to listen carefully to the Board’s advice and come up with ways to maintain those connections in the months ahead. That’s what will often lead to the dream headlines you’ve been aiming for. 

At Clarity, we regularly run Media Advisory Boards for clients across a range of sectors and sizes – from tech startups to established brands seeking a fresh perspective. We’ve consistently seen these sessions spark new ideas and build the kinds of media relationships that deliver lasting results.

If you’re looking for a smarter way to get your story heard or want to explore how a Media Advisory Board could work for your business, we’d love to help. Get in touch to find out more.