Media Consulting

Most organizations understand that media presence matters, but few have the internal expertise to manage it well. Press releases go unanswered. Social media posts fail to gain traction. A difficult news cycle catches leadership off guard. These are familiar situations, and they share a common root: the absence of a coherent media strategy grounded in how journalism actually works.

At Mymspgoat, our media consulting practice draws on the daily reality of producing journalism. Our founder, Marc-Andre Tremblay, spent years reporting stories before turning that experience into a consulting framework. The result is advice that accounts for how editors think, how deadlines shape coverage, and how audiences consume information in a fragmented media environment. We work with nonprofits, associations, small businesses, and public-sector organizations across Canada, offering the kind of candid, informed perspective that only comes from working inside the industry.

Our Consulting Process

1. Discovery and assessment. We begin by listening. In an initial meeting, we review your current communications, your organizational goals, and the media landscape relevant to your sector. This phase often includes reviewing past press coverage, analyzing your digital footprint, and identifying gaps between your public image and your actual mission.
2. Strategy development. Based on what we learn, we build a tailored media strategy document. This is not a generic template. It covers specific outlets, concrete messaging frameworks, a realistic timeline, and clear priorities. We identify the stories your organization can tell and the channels most likely to amplify them.
3. Implementation support. Strategy without execution is shelf decoration. We work alongside your team to put the plan into action, whether that means coaching a spokesperson, drafting a media pitch, or preparing materials for a press conference. Depending on the engagement, we may embed with your communications team for a defined period.
4. Evaluation and reporting. At agreed intervals, we measure what is working and what needs adjustment. We track media mentions, analyze coverage quality, and compare results against your original goals. Every retainer engagement includes a written report summarizing outcomes and recommending next steps.

What Media Consulting Means at Mymspgoat

Media consulting is a broad term, and it covers everything from crisis PR to influencer marketing. Our approach is narrower and more deliberate. We focus on earned media, editorial quality, and long-term reputation. We do not manage advertising campaigns or buy sponsored content. Instead, we help you earn the attention of journalists, editors, and audiences through substance and credibility.

This distinction matters because earned coverage carries a weight that paid placements cannot match. When a reporter writes about your organization because the story is genuinely newsworthy, the impact on public trust is significant. Our consulting work is oriented toward creating the conditions for that kind of coverage, whether through better storytelling, stronger media relationships, or more disciplined internal communications.

Strategy Sessions

Our two-hour strategy sessions are designed for organizations that need focused, expert input on a specific challenge. Perhaps you are launching a new program, responding to a difficult public situation, or preparing for an event that will draw media attention. A strategy session gives you direct access to experienced editorial thinking in a structured format.

Each session begins with a brief intake form that you complete in advance, so we arrive prepared. During the meeting, we work through your scenario, identify risks and opportunities, and leave you with a written summary of recommended actions. Many clients use strategy sessions as a first step before committing to a longer engagement. Others return quarterly to recalibrate their media approach as circumstances change.

Media Audits

A media audit is a thorough review of how your organization appears in the public sphere. We examine your press coverage over the past twelve to twenty-four months, review your website and social media channels, and assess the consistency and effectiveness of your messaging. The deliverable is a detailed report that identifies strengths, weaknesses, and concrete opportunities for improvement.

Audits are particularly valuable for organizations going through transitions, such as a leadership change, a merger, or a rebranding. They provide a baseline against which future communications efforts can be measured. Our audit reports are written in plain language and include actionable recommendations that your team can begin implementing immediately.

Newsroom Training

Our full-day newsroom training program is built for communications teams that want to think and operate more like a professional editorial operation. Over eight hours, we cover the fundamentals of news judgment, story structure, headline writing, source management, and editorial calendaring. Participants work through practical exercises using their own organizational material, so the learning is immediately applicable.

The training is led by journalists with direct experience in both traditional and digital newsrooms. We cover how to pitch stories to reporters, how to write press releases that actually get read, and how to handle interview requests. For organizations producing their own content, whether newsletters, blog posts, or video updates, we address editorial standards, fact-checking practices, and the ethical considerations that separate credible content from marketing fluff.

Monthly Retainers

For organizations with ongoing media needs, our monthly retainer offers sustained support from a dedicated consultant. The retainer includes regular strategy calls, media monitoring, pitch drafting, spokesperson coaching, and priority access to our team. It is the most comprehensive option we offer and is suited to organizations that publish frequently, engage regularly with the press, or operate in sectors where public perception directly affects their mission.

Retainer clients benefit from continuity. Because we stay embedded in your communications cycle month after month, we develop a deep understanding of your organization, your stakeholders, and your media environment. This familiarity allows us to respond faster when opportunities arise and to anticipate challenges before they become crises. We bill retainer services on a Net 30 basis for qualifying B2B clients.

Crisis Communication

No organization plans to face a media crisis, but every organization should be prepared for one. A poorly handled public incident can undo years of reputation building in a matter of hours. Our crisis communication consulting covers preparation, response, and recovery. We help you draft holding statements, designate and train spokespersons, establish internal approval chains, and build a crisis playbook tailored to your specific risk profile.

When a crisis does occur, retainer clients receive priority support. We can help you assess the situation, draft statements, coordinate with media, and manage the flow of information both internally and externally. Our approach is grounded in transparency and accountability, because experience has shown us that organizations that communicate honestly during difficult moments recover their reputations faster than those that deflect or delay.

Measuring Media Impact

One of the most common frustrations we hear from clients is that they cannot tell whether their media efforts are working. Measuring media impact is genuinely difficult, and we are honest about the limitations of any measurement framework. That said, meaningful indicators do exist: coverage volume and quality, message penetration, audience engagement metrics, share of voice relative to peers, and shifts in stakeholder perception over time.

We help clients establish measurement baselines and tracking systems that are realistic and useful. Our reports avoid vanity metrics and focus on the indicators that matter for your specific objectives. Whether you need to demonstrate ROI to a board of directors or simply want to know that your press strategy is gaining traction, we build evaluation tools that provide genuine insight rather than reassuring noise.

Building Media Relationships

Strong media relationships are built on trust, relevance, and respect for journalistic independence. We coach our clients on how to develop genuine working relationships with reporters and editors, not through gifts or favors, but by becoming reliable sources of accurate information. When a journalist knows that your organization responds promptly, provides verifiable facts, and does not waste their time, you become a go-to contact for future coverage.

We also help clients understand the boundaries of these relationships. Journalists are not publicists. They will not publish your press release verbatim, and attempting to control the angle of a story usually backfires. Our consulting helps you navigate this dynamic productively, turning media interactions into opportunities for genuine coverage rather than exercises in frustration.

What You Need to Get Started

• A clear understanding of your organizational goals and what success looks like
• An overview of your current media presence, including recent press coverage and digital channels
• A defined target audience or set of audiences you want to reach
• A realistic budget for consulting services (minimum engagement 500 CAD)
• A timeline for when you need results or have key milestones approaching
• An inventory of internal resources, including staff available to support communications work

Pricing

All prices in Canadian dollars. A 30% deposit is required to begin work. Free cancellation is available up to 14 days before the scheduled start date. Each engagement includes two rounds of revisions. A kill fee of 50% applies to cancelled projects after the cancellation window. Full copyright transfers upon final payment. Minimum engagement: 500 CAD. B2B clients may qualify for Net 30 payment terms.

Frequently Asked Questions

How is media consulting different from public relations?

Public relations firms typically focus on managing your public image through press releases, events, and media placements. Our consulting is rooted in journalism: we teach you to think like an editor, identify genuinely newsworthy angles, and build the kind of editorial credibility that earns organic coverage. We do not pitch stories on your behalf as an ongoing service, though we may help you draft pitches and coach you on delivery during an engagement.

Can you help with a media crisis that is already underway?

Yes, though our most effective crisis work happens before the crisis occurs. If you are currently facing a difficult media situation, contact us directly at (613) 555-0184 or hello@mymspgoat.com and we will schedule an urgent consultation. For retainer clients, crisis support is included with priority response.

Do you work with organizations outside Ottawa?

Absolutely. While our office is in downtown Ottawa, we serve clients across Canada. Strategy sessions, audits, and retainer work can be conducted remotely. For in-person newsroom training outside the Ottawa-Gatineau area, travel expenses are quoted separately.

What industries do you specialize in?

We have worked with nonprofits, advocacy organizations, professional associations, small and medium businesses, and public-sector agencies. Our strength is not industry-specific expertise but rather a deep understanding of how media works. That said, our experience in investigative journalism gives us particular insight into sectors where public accountability and transparency are important.

How quickly can we expect results from a consulting engagement?

Media results are rarely instant. A strategy session provides immediate, actionable guidance. A media audit typically takes two to three weeks to complete. For retainer clients, measurable improvements in media presence generally begin to appear within the first three months, though this depends heavily on the starting point and the level of internal commitment to implementing recommendations.

Related Resource

Read our guide: Building Your Media Strategy, a practical introduction to developing an effective media plan for your organization.