The Future is Black: Why PR Professionals Must Prioritize Black Media

by Tonya McKenzie

Let’s talk about a game-changing fireside chat hosted by the Black Public Relations Society of Los Angeles (BPRS-LA), where industry heavyweights broke it down: Black media isn’t just important; it’s essential. Led by Dr. Shawna M. Charles, CEO of Charles Communication Group, and moderated by Tonya McKenzie, CEO of Sand and Shore, this conversation reminded us why it’s time to step up, lean in, and prioritize Black media in our strategies. Here’s why this matters and how we can all play a role in shaping the future of Black media.

Why Black Media Deserves Center Stage

Black media isn’t just an outlet—it’s the heartbeat of our communities. These platforms tell our stories authentically, highlight our wins, and shine a light on challenges mainstream media often glosses over. For Black PR professionals, supporting Black media outlets isn’t just a responsibility; it’s a move rooted in purpose and power. Whether it’s Essence, The Root, or an indie Black-owned podcast, these platforms ensure that the richness of our culture is front and center.

But it goes deeper than that. Amplifying Black media means creating space for representation, ownership, and control of the narrative. It’s about celebrating Black joy, dissecting societal issues, and ensuring Black excellence is never overlooked.

Building Real Relationships with Black Media

Collaboration is the name of the game. It’s not just about pitching a story and hoping it lands—it’s about fostering trust and building partnerships that last. Here’s how to do it:

1. Know the Platform: Research what each Black media outlet stands for, their audience, and their content style. Don’t pitch fluff to a platform that’s about serious storytelling.
2. Genuine Connections: Relationships > Transactions. Get to know journalists, editors, and publishers beyond email threads. Follow their work, engage with their content, and show respect for their time.
3. Cultural Competency: If you’re pitching to Black media, your story better reflect an understanding of Black culture and experiences. Anything less comes off as tone-deaf and dismissive.

Common Missteps and How to Avoid Them

Let’s get real—some pitches flop, not because the story isn’t good, but because it’s sent without deeper thought. Avoid generic press releases, media alerts without purpose, failing to personalize your outreach, or worse, failing to consider timeliness or making assumptions about the story’s priority. Instead, craft authentic, thoughtful pitches tailored to the outlet’s unique vibe in a timely fashion, understanding the news cycle.

Balancing Challenges and Celebrations

Black media isn’t just about struggle narratives or celebration stories—it’s both. As PR pros, we need to push narratives that address issues like systemic racism while showcasing the magic of Black innovation, art, and leadership. Balance is key.

Future of Black Media: Your Role

Black media is evolving—digital-first platforms, podcasts, and social content are thriving. PR pros can help by:

• Securing funding or ad dollars to sustain these outlets.
• Amplifying Black media through client campaigns.
• Holding companies accountable for prioritizing DEI in their strategies.

For Black PR professionals, be the voice in the room that fights for diversity, champions Black media, and advocates for stories that reflect our truth. Even in spaces that undervalue DEI, stay loud and proud.

The future of Black media is in our hands, fam. Let’s protect it, elevate it, and make sure it thrives. Period.

Special thank you to Latashia DeVeaux of DeVeauxted Enterprises, Inc. and president of Black Public Relations Society, Los Angeles for putting this amazing Fireside Chat together. Comment below. Let us know your thoughts.