Media Toolkit

Media outlets are always on the hunt for interesting stories that impact or are relatable to their audience. Understanding a media outlet’s key audience helps inform the subject matter and angle of your news pitch.

How do I get my story in the news?

  • Hosting an event? Send out a media advisory via email or call news desks with the who, what, when, where, why, how info. Favourable times for media to attend are late mornings or early afternoons.

  • Cameras love to capture great visuals and people in action. Share what the top 2-3 key visuals or photo opportunities are at your event.

  • Have a strong human-interest angle – make your story relatable and compelling. You don’t need to have an event to get your story in the news.

  • While it’s possible to successfully pitch a story within less than 24-hours notice, aim to contact media a week or two in advance.

  • Identify who will speak to the writer or TV reporter. Offer at least two people for different perspectives.

Media is interested! What do I do next?

  • If you are hosting an event, aim to let your guests know that media will be coming. Understand that not everyone may consent to being captured on camera.

  • There is no harm in asking for the interview questions in advance to prepare.

  • If you are not comfortable having a newspaper reporter or TV camera in your home, suggest a public space that has a connection to you or your story.

  • Feel free to ask when the story is scheduled for publication or for the air date of your story – you won’t want to miss it!

  • Share the good news with the Holland Bloorview Capes for Kids team! Send an e-mail to with your media advisory or story details.

Where do I start?