From pitch to story: Why summer is the time to get strategic about communications
As we hit the height of summer—peak vacation time for many—planning for the fall can feel like an annoying chore. But whether we like it or not, now is the time to plan how to align your government relations goals and communications strategies.
Why now?
Because by September, inboxes will overflow, newsrooms will be swamped, and attention will be hard to earn. The best campaigns don’t start in September—they launch then, but they’re planted, pitched, and polished in the quieter summer months.
So, how do you cut through the noise—email blasts, social feeds, breaking news—and make sure your message actually sticks?
Let’s start with the heart of the matter: what makes a pitch newsworthy?
What reporters look for
Journalists aren’t looking for spin—they’re looking for stories.
After nearly two decades working in one of Canada’s top broadcast newsrooms, I’ve seen thousands of pitches. Many did not break through the daily grind, a few made it to air.
The ones that resonated shared these elements: a clear narrative, timeliness, and a relatable character.
So what does that mean?
1. A strong, clear narrative
We know that newsrooms have fewer resources these days, leaving reporters, assignment editors, and producers with less time to research and dig into stories. Respect their time by presenting a clear and concise idea. A strong, succinct pitch can cut through the numerous other stories, allowing them to focus on yours.
When reaching out to journalists with your pitch, lead with the most compelling part:
What’s new, significant, or interesting?
Can you sum it up in one sentence?
My kids often use a great line: “Can you say that in a way so a kid can understand?” I love this question because it encourages me to simplify concepts or issues to their exact point.
Bring this idea to your pitch. If you can’t explain the nugget of your story clearly and concisely enough for a sixth grader to understand, keep refining it.
2. Timeliness
Journalists love pegs they can use. If you can link your story to a broader news cycle, do it up front.
With Parliament returning in September, assignment editors will want stories that dig into major policy issues expected to be debated by Members of Parliament in the House of Commons.
Tie the pitch to a current event, announcement, or trend.
Why now?
Is there a hook to upcoming legislation, a recent report, a viral trend, or a breaking story?
Some angles newsrooms will be watching in the fall:
Increased return to in-office work
Immigration and international students
Canada-U.S. trade and tariffs
Bill C-5
AI adoption
3. A credible character
After all the television stories I helped produce, the most impactful ones put a face on the issue. Whether it was a veteran sharing their struggles to get compensation, or a homeowner working to salvage their home after a flood, it’s the people that compel the audience—and the journalist—to care. Without that personalization, even the most urgent issue can be overlooked.
Think of it like a movie or a great TV show: you may have a strong plot or theme, but it’s the characters who drive the story forward. Public policy, business trends, or social challenges need the same treatment, a character—a person, a group, or a real-world example—that brings the story to life.
To enhance your pitch, offer access to a spokesperson or expert who:
Is articulate, available, and relevant
Can provide new insights, data, or lived experience
For instance, if you're addressing how the trade war with the United States is affecting an industry, connect the reporter with an employee who can share their story. Allow opportunities for reporters to capture sound, video, or images. Just like the movies, journalists thrive on emotion, and they portray this through the individuals they interview and the visuals they collect.
Summer is not the off-season
Taking the time to refine your communication strategy during the quieter summer months can be a significant benefit when the news cycle picks up in the fall.
Crafting pitches that feature a strong narrative, highlight timely relevance, and include credible characters will help your story stand out in an increasingly crowded media landscape.
So, as summer wanes, embrace the opportunity to create a communications plan with well-thought-out pitches that resonate, engage, and ultimately drive your government relations goals forward.