Pitching to a Newsroom: Tips and Strategies from the CBC
by Daniel Kirchin
For content creators, artists, and community organizers, pitching a story to a newsroom can feel like an intimidating leap. How do you cut through the noise to ensure your story gets noticed by busy journalists? Recently, CBC Montreal and Quebec’s communications team offered valuable insights in a ZOOM workshop hosted by the Community Digital Arts Hub, helping participants learn the art of effective pitching. A few of us from the Township Sun took part! Here are the tips and tricks that we learnt from this presentation.
This hands-on session featured insights from seasoned professionals like CBC’s Andrea Stanford and Rana Liu, and CDAH’s Vanessa Rigaux, who collectively unveiled the dos and don’ts of capturing a news team’s attention. From the importance of a focused pitch to understanding the needs of specific media outlets, the workshop was a treasure trove of strategies for aspiring storytellers.
What Makes a Story Newsworthy?
From the outset, Andrea and Rana acknowledged the common feelings of stress that can come with pitching, encouraging participants to share their stories of having to go through this potentially daunting task.
The presenters then dove into the core elements of a compelling pitch, emphasizing the importance of having a clear purpose and central figure.
“A person doing something for a reason should be the focus of your story,” Rana explained.
This human-centered approach helps journalists and audiences connect with the narrative on a deeper level.
But what makes a story truly newsworthy in the eyes of media professionals? Rana broke it down into five key factors:
Novelty ― Is this a new or unprecedented event?
Significance ― Is it a major happening or development?
Proximity ― Is it relevant to the local audience?
Prominence ― Does it involve well-known individuals or organizations?
Human Interest – Will people be able to emotionally relate to the story?
Incorporating these elements into your pitch can greatly improve its chances of catching a journalist’s attention. She also highlighted the value of hard data and highlighting how a story solves or evolves an existing issue. Providing concrete numbers and showcasing impact can lend credibility and urgency to your pitch.
Of course, understanding the specific media landscape is crucial. The presenters emphasized the importance of researching individual journalists, their recent coverage, and the unique mandates of different outlets. A story that might be a perfect fit for the CBC’s daily radio programming may not resonate with a monthly arts and culture magazine. To help navigate these nuances, Rana and Andrea shared detailed checklists for crafting effective pitches in various slides throughout the presentation.
Key considerations include:
Knowing your journalist ― Have you reviewed their recent work and social media presence?
Respecting deadlines ― Daily radio shows operate on a much tighter timeline than weekly programs or print publications.
Evoking emotion ― Does your pitch inspire the reader to think, feel, or take action?
The presenters also walked through several sample pitch templates, covering scenarios like a book launch, a new play, and a timely event like International Pancake Day. These all showed strategies for offering a fresh perspective, providing hard data, and reconnecting with journalists you’ve worked with in the past.
Crafting the Perfect Pitch
A great pitch is both charismatic and concise. Vanessa highlighted the importance of clarity, advising participants to avoid jargon and overly technical language. Following the “KISS” principle (Keep It Simple, Stupid), she emphasized the need for a digestible, relatable tone.
Tailoring the pitch to specific outlets is equally important. As mentioned earlier, a pitch perfect for CBC’s morning radio programming might not work for a monthly arts publication. As Vanessa shared, the subject line alone should hint at the story’s relevance, ensuring journalists quickly see its value.
Ultimately, the key takeaway was that effective pitching is about more than just sharing your story ― it’s about understanding the needs and interests of the media landscape and tailoring your approach accordingly. With the right strategies and a bit of practice, content creators can break through the noise and get their narratives in front of the right audiences.
Building Relationships and Staying Resilient
Forging connections with journalists is essential. Research their recent work and understand the editorial priorities of different CBC locations, such as Montreal, Sherbrooke, and Quebec City. Personalization shows that you respect their time and expertise.
The team also acknowledged the reality of rejection. A “no” doesn’t mean the end ― it’s an opportunity to pivot. “If they said no, okay, pivot. Who else can I reach out to?” Vanessa advised. Expressing gratitude after a rejection can keep the door open for future collaboration.
The session included an interactive segment where participants analyzed a sample pitch, identifying areas for improvement. Feedback emphasized crafting compelling subject lines, concise content, and aligning pitches with the audience of the target media outlet.
The presenters also walked participants through templates for various scenarios, such as book launches, events, and documentaries, underscoring the importance of providing fresh angles and showcasing impact.
Takeaways
Ultimately, pitching isn’t just about sharing a story—it’s about understanding the media landscape, respecting the journalist’s craft, and presenting your idea in a way that resonates. With the CBC team’s insights and a bit of practice, storytellers can break through the noise to ensure their narratives find their way to the right audience.
So, whether you’re an artist, nonprofit leader, or community organizer, don’t be daunted by the process. Do your research, refine your pitch, and let your story shine. Who knows? Your pitch could be the next big feature on CBC!
Daniel Kirchin is a writer who moved To the Townships in January from England after studying French at University. Whilst here, he’s written a lot about local topics, events, historical, and cultural pieces surrounding the Eastern Townships.