Pitching the media: Key takeaways from a recent Canadian Press webinar

The Canadian Press (CP) recently hosted a very useful webinar around pitching their media team in today’s competitive landscape. Here are some of my key takeaways for both public relations practitioners and anyone reaching out to the media:

• Telling stories through audio and video are important to CP.
• Breaking news should be pitched as soon as possible, other stories can be pitched as needed because the CP team works around the clock. For longer lead/less breaking news stories, pitching the news at least 48 hours in advance, even if under embargo, is important. Under embargo means you’re sharing the news with the reporter before it’s meant to be made public.
• For stories under embargo, CP likes to release stories at 4am EST the morning of the story.
• Currently the top business story is around tariffs and Carney’s navigation of this issue. A.I., housing, and climate change are also CP priority stories.
• Pitches stand out to CP if they are a true exclusive, not just early access. They don’t want exclusives to be split (for example giving CP a print exclusive and another outlet a radio exclusive).
• Having news releases easily available on a company’s website (less than three clicks) is helpful.
• For business stories, specific financial details and short, impactful quotes are key when pitching.
• Responsive experts who can provide substantive information and are available nights and weekends are helpful to CP reporters.
• Proactive pitching by public relations professionals before key events is really helpful to CP reporters. For example, reaching out before a major summit to offer an expert who can speak to it.
• Clear, concise subject lines in email pitches are helpful. For example, “Report: Canadian Life Sciences Industry at Tipping Point”. Bullet points in pitches are helpful, whereas long pitches are overwhelming to reporters.
• Reporters are time starved – let them know right away in the pitch what your spokespeople think instead of asking them to schedule an interview.
• CP is introducing a new eBook with media contacts.
• When following up, one follow-up is helpful, but reporters don’t want more than one.
• Editors aren’t looking at whether pitches are generated by A.I. are not. They care more about the quality of the pitch and the newsworthiness.
• If you’ve already pitched one editor at CP and pitch another, you need to let the other editor know. IF two editors pick up the story it can ruin your credibility since you’ll have wasted their time.

Pitching the media takes patience, creativity and connection and is often more art than science. Engaging with public relations professionals can support your media relations goals.