Spotlight on: Pitching the media

By Vanessa King · September 21, 2015

As newsrooms shrink, it’s becoming increasingly difficult to get journalists to cover stories. Most organizations make the mistake of releasing long press releases and firing them off to hundreds of reporters. Here’s how to stand out in a reporter’s inbox:

Customize the email.
Adding a reporter’s first name to an email is a good first step. Go further by researching his or her past stories and using them in the pitch.

Find a unique way to pitch your story.
Put yourself in the role of readers and ask why someone should care about your idea today. Use that in the first line of your email.

Press releases can be ineffective.
Most journalists don’t read press releases, especially if they’re long. If you do issue a press release, mirror the Government of Canada’s style. They’re short and have plenty of bullets.

Make a list of media contacts from a variety of backgrounds.
This shows depth to the story by not using only one voice from your organization. And if the journalist is on a tight deadline, a list can help him or her get ahold of various people quickly.


All Hail the Stocksy Gods

By Megan Davis · September 14, 2016 Stock photo sites have earned a bad reputation in the design community for their ridiculous poses, stark white backgrounds and often totally unusable subject matter. Exhibit A: It’s easy to see why designers hate stock images. That’s why Canadian based photographer Bruce Livingstone, founder of iStock, sold his company to Getty images and started one […]

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By Jean · June 6, 2016 Just over a year ago on June 2, 2015, the Truth and Reconciliation Commission (TRC) released its 94 Calls to Action. Described as “the first step towards redressing the legacy of Indian Residential Schools (IRS) and advancing the process of reconciliation,” the Calls to Action cover the expected, like improving child welfare and educating the […]

Working Title: Dat Intern Lyfe

By Hayley Robateau · April 1, 2016 Hi it’s me, your friendly neighbourhood MediaStyle intern. Only as of today, no longer. It’s my last day at MediaStyle and I’m v. sad about it!!!!! Let’s save the tears until the end, shall we? When I arrived at 131 Bank Street at the beginning of January, I was mainly focused on snapping Instas of […]
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