The Media Relations Advantage Most People Miss
The Media Relations Advantage Most People Miss
Written by
The long weekend is here, and if you’ve been trying to break into the media with a story pitch, or are looking to get quoted as an industry expert, now might be your best chance to get in. When most people go quiet over the holidays, this is exactly when you shouldn’t.
The reality is the news never sleeps. 24-hour news channels still run, newspapers still publish, and digital outlets still need content. But most of the people who would normally occupy that real estate — politicians, corporate spokespeople, government offices — are off the grid for the holidays. And journalists are still actively looking for stories and people to comment. Now, your competition for attention is out of the picture, and that pitch that was passed over months ago, suddenly seems interesting.
As a former news anchor turned communications consultant, this is one of my number one secret weapons to secure coverage for my clients. That story that got buried in a busy news cycle in January? Now is the time to dust it off and try again. News happening in your industry recently? Offer yourself up as an expert voice to comment.
A half-decent pitch on a holiday weekend can actually make you the HERO in the eyes of many journalists and news producers struggling to find content to fill their newscasts and webpages.
A few things to keep in mind:
Be proactive. Reach out a few days before the holiday. Find out who is working, and let them know you are around and available for comment if needed. Provide a direct contact where you will be reachable and responsive.
Re-up an old pitch. If you sent something earlier in the year that didn't land, tweak it and send it again. You may even find yourself as the top story, or more prominently featured than when you would have during a busy news cycle.
Make it easy to say yes. Keep your story focus simple, offer up interview subjects and experts needed to tell the story, and have visuals ready to go with it.
Don't let the opportunity pass you by. If you need help crafting your pitch or finding the right contacts, get in touch.
Ginella Massa is an award-winning Canadian broadcaster, sought after public speaker and the CEO of Massa Media & Communication Inc. She has worked in both TV and radio, behind the scenes and on air, at many of Canada’s major networks, including CTV, CBC, and CityNews. Ginella helps corporate clients, political action groups, and non-profits build strong communications plans through both traditional and social media.
See what people are saying about Massa Media: https://share.google/JE3QTAEXfq2Vj7xpZ
Be prepared for high-stakes media moments.
Ginella brings 15+ years of broadcast journalism experience to media training.
She knows what journalists are looking for because she spent over a decade asking the questions.
Now she helps leaders deliver their message with clarity, credibility, and control.
Get In Touch
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The Media Relations Advantage Most People Miss
The Media Relations Advantage Most People Miss
Written by
The long weekend is here, and if you’ve been trying to break into the media with a story pitch, or are looking to get quoted as an industry expert, now might be your best chance to get in. When most people go quiet over the holidays, this is exactly when you shouldn’t.
The reality is the news never sleeps. 24-hour news channels still run, newspapers still publish, and digital outlets still need content. But most of the people who would normally occupy that real estate — politicians, corporate spokespeople, government offices — are off the grid for the holidays. And journalists are still actively looking for stories and people to comment. Now, your competition for attention is out of the picture, and that pitch that was passed over months ago, suddenly seems interesting.
As a former news anchor turned communications consultant, this is one of my number one secret weapons to secure coverage for my clients. That story that got buried in a busy news cycle in January? Now is the time to dust it off and try again. News happening in your industry recently? Offer yourself up as an expert voice to comment.
A half-decent pitch on a holiday weekend can actually make you the HERO in the eyes of many journalists and news producers struggling to find content to fill their newscasts and webpages.
A few things to keep in mind:
Be proactive. Reach out a few days before the holiday. Find out who is working, and let them know you are around and available for comment if needed. Provide a direct contact where you will be reachable and responsive.
Re-up an old pitch. If you sent something earlier in the year that didn't land, tweak it and send it again. You may even find yourself as the top story, or more prominently featured than when you would have during a busy news cycle.
Make it easy to say yes. Keep your story focus simple, offer up interview subjects and experts needed to tell the story, and have visuals ready to go with it.
Don't let the opportunity pass you by. If you need help crafting your pitch or finding the right contacts, get in touch.
Ginella Massa is an award-winning Canadian broadcaster, sought after public speaker and the CEO of Massa Media & Communication Inc. She has worked in both TV and radio, behind the scenes and on air, at many of Canada’s major networks, including CTV, CBC, and CityNews. Ginella helps corporate clients, political action groups, and non-profits build strong communications plans through both traditional and social media.
See what people are saying about Massa Media: https://share.google/JE3QTAEXfq2Vj7xpZ
Be prepared for high-stakes media moments.
Ginella brings 15+ years of broadcast journalism experience to media training.
She knows what journalists are looking for because she spent over a decade asking the questions.
Now she helps leaders deliver their message with clarity, credibility, and control.
Get In Touch
More articles
When Silence Damages the Brand: Weighing Legal vs. Reputational Risk
The Media Relations Advantage Most People Miss
How to Control Your Own Narrative (Before Someone Else Does)
The Media Relations Advantage Most People Miss
The Media Relations Advantage Most People Miss
Written by
The long weekend is here, and if you’ve been trying to break into the media with a story pitch, or are looking to get quoted as an industry expert, now might be your best chance to get in. When most people go quiet over the holidays, this is exactly when you shouldn’t.
The reality is the news never sleeps. 24-hour news channels still run, newspapers still publish, and digital outlets still need content. But most of the people who would normally occupy that real estate — politicians, corporate spokespeople, government offices — are off the grid for the holidays. And journalists are still actively looking for stories and people to comment. Now, your competition for attention is out of the picture, and that pitch that was passed over months ago, suddenly seems interesting.
As a former news anchor turned communications consultant, this is one of my number one secret weapons to secure coverage for my clients. That story that got buried in a busy news cycle in January? Now is the time to dust it off and try again. News happening in your industry recently? Offer yourself up as an expert voice to comment.
A half-decent pitch on a holiday weekend can actually make you the HERO in the eyes of many journalists and news producers struggling to find content to fill their newscasts and webpages.
A few things to keep in mind:
Be proactive. Reach out a few days before the holiday. Find out who is working, and let them know you are around and available for comment if needed. Provide a direct contact where you will be reachable and responsive.
Re-up an old pitch. If you sent something earlier in the year that didn't land, tweak it and send it again. You may even find yourself as the top story, or more prominently featured than when you would have during a busy news cycle.
Make it easy to say yes. Keep your story focus simple, offer up interview subjects and experts needed to tell the story, and have visuals ready to go with it.
Don't let the opportunity pass you by. If you need help crafting your pitch or finding the right contacts, get in touch.
Ginella Massa is an award-winning Canadian broadcaster, sought after public speaker and the CEO of Massa Media & Communication Inc. She has worked in both TV and radio, behind the scenes and on air, at many of Canada’s major networks, including CTV, CBC, and CityNews. Ginella helps corporate clients, political action groups, and non-profits build strong communications plans through both traditional and social media.
See what people are saying about Massa Media: https://share.google/JE3QTAEXfq2Vj7xpZ
Be prepared for high-stakes media moments.
Ginella brings 15+ years of broadcast journalism experience to media training.
She knows what journalists are looking for because she spent over a decade asking the questions.
Now she helps leaders deliver their message with clarity, credibility, and control.
Get In Touch
More articles
When Silence Damages the Brand: Weighing Legal vs. Reputational Risk
The Media Relations Advantage Most People Miss
How to Control Your Own Narrative (Before Someone Else Does)
Let's create the news.
Together.
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Let's create the news.
Together.
For select speaking engagements, media inquiries, and partnership opportunities.
Let's create the news.
Together.
For select speaking engagements, media inquiries, and partnership opportunities.