First understand the objectives of your target audience, then design and position your sustainable product or initiative in such a way that it helps them achieve their objectives.
This is the potential to be discovered by others and the potential of helping new stakeholders in your target audienceunderstand how you can help them address their pain points.
It is NOT like having a real conversation. (Live TV and radio interviews are slightly more like live conversations, but even still they are not exactly the same.) In a real conversation, you have context, you understand the context and usually youraudience understands the context.