Blog Contributor photo
   JACQUIE DuVAL | January 31, 2021 • 6 min read

As businesses, we often have big news to put out – a merger, an event, or the launch of a new product. There are a few ways to showcase this news, but none is more effective than tapping into the news media. And why is that? In 2020, Canada’s daily newspaper circulation stands at 19.6 million copies over the course of a week![1] In Alberta, there are over a million paid subscribers to newspapers. This is also true for television news. In 2020, 1.6 million viewers watched CTV News at 6.[2] That’s a lot of people tuning into the news in the evenings.

How do you get on the news?

The best way to set yourself up in getting earned media is by hiring an expert who has well-established relationships with the media. Where can you find one of those? CREATIVE Promotional Marketing Agency can help! We have trained experts who have been working with the news media throughout their careers. The relationship is so important. Often, a business will send out a news release to a news outlet expecting great results, but without a point of contact, it is often hard to get past the newsroom. In addition to sending out a release, our expert will often make pitch calls, which spark interest for reporters.

Once a media release is sent out and received by reporters, we can train you to be the best on-screen or on the radio. We will write key messages for you, and help you prepare by practicing. Practice makes perfect!


On the day of your media availability, it is important that you appear your best. Whether your interview is in-studio, over the phone, or recorded for print, you want to put the best version of yourself forward. Wear a branded shirt with your company’s logo on it (Don’t have any? We can help here too!), and get ready for questions. At the beginning of the media availability, you will be given a chance to speak about the initiative, and reporters might ask further questions afterward. Always remember that visuals are key. Bring out the giant scissors if it’s a ribbon-cutting, shake hands for the camera, and smile!

How do you know if it was a success?

Our expert will analyze the reporting for tone and give you a breakdown of the articles that came out of the media availability. Remember that the number of media outlets reporting on you doesn’t always indicate success. Each outlet has a wide audience, and sometimes one outlet is all it takes to have your message come across.

Where do I go from here?

Reach out! We are happy to answer any questions you may have about the process, and how you might get your message in front a large audience through the news media.

Jacquie DuVal blog contributor photo

JACQUIE DuVAL  |  Jacquie is a Public Relations and Communications expert with eight years of experience bolstering brands and helping them shine. In addition to public relations and communications, Jacquie is also very well versed in social media management, influencer marketing and content writing. She has written many insightful blog posts, web copy, social media posts and articles. Are you interested in seeing how Jacquie can help your organization shine? Email her today at