In today’s competitive media environment, getting attention for your brand is more challenging than ever. With Canadian media experiencing layoffs, budget cuts, and consolidations, PR and marketing professionals must rethink their approach to pitching stories and building relationships. 

At the same time, the rise of digital platforms including Substack and podcasts have opened new opportunities to amplify your brand’s message. Here’s how you can stand out and get the media attention your brand deserves. 

What’s Changing in the Canadian Media Landscape? 

Shrinking Newsrooms
Canadian media outlets are operating with smaller teams due to layoffs and hiring freezes. For example, major networks have set “vertical integration” in motion, consolidating newsrooms, both in-terms of locations and resources. This means journalists are busier, with less time to review pitches or create custom stories. 

Vertical Integration
Many media companies are sharing resources, leading to syndicated content across platforms. For PR professionals, this means pitches must be highly relevant to make the cut. 

The Rise of Digital Platforms and Influencers
With traditional outlets scaling back, blogs and digital-first platforms have become key players in reaching targeted audiences. Influencers also offer a unique way to engage followers with authentic and relatable content. 

Paid Integrations are Increasing
Many outlets prioritize paid partnerships to offset budget constraints. Brands should reserve part of their budget for paid integrations if they want guaranteed placements, especially for lifestyle or event coverage. 

How to Get Media Attention for Your Brand 

To stand out in this new landscape, your strategy needs to evolve. Here are some actionable steps to get your brand noticed:

Craft a Standout Pitch

Your pitch is your first impression. Make it count by: 

• Knowing the outlet: Research the format and audience of the media you’re targeting. A pitch for a morning TV show will look different from one for a lifestyle magazine or strictly online platform. 

• Keeping it concise: Journalists don’t have time for lengthy emails. Highlight your hook in the subject line and opening sentence. Attach additional details if needed. 

• Offering value: Include expert spokespeople, data, visuals, or exclusivity to make your story more appealing.

Leverage Digital Platforms and Blogs

Digital platforms are powerful tools for building your brand: 

• Target niche blogs: Many blogs cater to specific industries or audiences, making them perfect for tailored messaging. 

• Collaborate with influencers: Partnering with influencers can amplify your brand’s story and create authentic connections with their audience. 

• Create digital-friendly content: Include eye-catching visuals, videos, or infographics in your pitch.

Be Strategic About Timing and Relationships

When and how you pitch matters: 

• Know your contacts: Verify journalists’ roles before pitching. Many have changed positions due to layoffs. LinkedIn and social media bios are helpful for updates. 

• Pitch at the right time: Morning show producers work early; send pitches before mid-morning. Avoid sending pitches late on Fridays or near the weekend. 

• Be consistent: Build relationships by sharing insights or story ideas, even when you’re not pitching. Engage with media professionals on LinkedIn, Instagram, or TikTok to stay top of mind.

Invest in Paid Media Opportunities

With many outlets prioritizing paid partnerships, brands must be prepared to pay for prime exposure. Whether it’s a lifestyle segment or event feature, paid integrations can ensure your message reaches the right audience. 

 How to Build Long-Term Media Relationships 

Getting media attention isn’t just about pitching—it’s about building relationships. Here’s how: 

• Be authentic: Don’t only reach out when you need coverage. Share industry insights or offer to be a resource. 

• Engage regularly: Follow and interact with journalists, producers, and influencers on social media to build familiarity. 

• Respect their time: Journalists are stretched thin. Make your pitch easy to execute and respond quickly to any follow-ups. 

 Final Thoughts 

Getting media attention for your brand in Canada’s evolving media landscape requires a mix of strategy, creativity, and adaptability. By: 

1. Crafting concise, compelling pitches, 
2. Leveraging digital platforms and influencers, 
3. Investing in paid opportunities, and 
4. Building authentic relationships, 

…you can ensure your brand stands out in a crowded market. 

Ready to amplify your brand’s story? Let’s connect and make your next pitch unforgettable.