The Art of the Pitch Scenario-Based Training for Effective Government Communication

You thought about it a few seconds and responded: "I think we should ... " * [[Focus on how the policy addresses specific issues and brings benefits.|GoodChoice1]] * [[Emphasize the policy-making process.|BadChoice]] * [[Discuss the direct impact on people's lives and how it aligns with government plans.|GoodChoice2]] * [[Give a broad overview of all areas the policy touches on.|FairChoice]]

"Let's emphasize the complexity of the policy-making process." Your supervisor raises an eyebrow. "While it's important to convey the effort put into the policy, leading with process details could make our pitch too technical and not effectively convey the policy's relevance and benefits. Let's refocus." [[Go back.|Scene1]]

"Our message should focus on how this policy addresses a specific issue and brings tangible benefits to citizens." Your supervisor nods. "That's a good approach. A problem-solution framing makes the policy relatable and highlights its relevance to citizens. Let's build on that." [[Proceed to next scene.|Scene2]]

"We should discuss the direct impact on people's lives and how it ties into the bigger picture of our government's plans." "Exactly," your supervisor agrees. "Highlighting the policy's direct impact makes our pitch compelling, and tying it to larger plans lends it significance. Good thinking." [[Proceed to next scene.|Scene2]]

"We should give a broad overview of all the areas this policy touches on." "Hmm," your supervisor ponders. "While it's good to be comprehensive, a broad overview might be too general. Our pitch could be less compelling compared to one focusing on specific problems and benefits. Can we try again?" [[Go back.|Scene1]]

Your supervisor nods and then asks, "How do you propose we avoid using too much government jargon in our pitch?" * [[Include a glossary of terms with the press release.|FairChoice2]] * [[Use proper technical terms to maintain accuracy.|BadChoice2]] * [[Use simple language and analogies to explain policy points.|GoodChoice3]] * [[Use clear, relatable examples or case studies.|GoodChoice4]]

"We should use the proper technical terms to maintain accuracy." Your supervisor shakes her head, "Accuracy is important, but technical terms and jargon can make our pitch difficult to understand for a general audience, reducing its effectiveness. Let's rethink this." [[Go back.|Scene2]] [[Restart|Level1SupPrep]]

"Let's use simple, everyday language and analogies to explain complex policy points." "Absolutely," your supervisor responds, "Simple, everyday language makes the pitch accessible to a wide audience and can help clarify complex points. Well done." [[Proceed to next scene.|Scene3]] [[Restart|Level1SupPrep]]

"We can supplement our pitch with clear, relatable examples or case studies that illustrate the policy's impact." "Good thinking," your supervisor says. "Examples and case studies can make complex policy points more relatable and understandable. Let's keep that in mind." [[Proceed to next scene.|Scene3]] [[Restart|Level1SupPrep]]

"We could include a glossary of terms with our press release." "Hmm," your supervisor considers, "While a glossary can be helpful, it may require the audience to frequently refer back to it, disrupting the flow of understanding. Simplifying the language in the first place is more effective. Can we try another approach?" [[Go back.|Scene2]] [[Restart|Level1SupPrep]]

"We should claim that this is a revolutionary policy, the first of its kind." "Be careful," your supervisor cautions, "High claims can set unrealistic expectations and may come across as mere hype. Focusing on a relatable story or specific problem-solution framework is more effective. Let's try again." [[Go back.|Scene3]] [[Restart|Level1SupPrep]]

"We should begin by outlining the problem or issue our policy addresses, then focus on how our policy provides a unique solution." "That's the right way to go," your supervisor affirms. "Providing a clear problem-solution framework gives context to the policy and helps the audience understand its importance. Well done." [[Proceed to next scene.|Scene4]]

"We could start with a story about a specific mother, child or community who will benefit from this policy." "Exactly," your supervisor replies. "Stories make the CAMH policy pitch more relatable and memorable, helping to drive home the policy's impact. Good thinking." [[Proceed to next scene.|Scene4]]

"We should explain CAMH policy's development process to highlight its thoroughness and the expertise involved." "Hmm," your supervisor ponders. "While explaining the development process might be informative, it could come across as too technical and unengaging. A narrative focusing on benefits or impact would be more engaging. Can we revisit this?" [[Go back.|Scene3]] [[Restart|Level1SupPrep]]

"We can prepare a list of standard responses to handle all inquiries." "Standard responses can come across as scripted and unresponsive," your supervisor warns. "Tailoring responses to specific anticipated questions is more effective. Let's reconsider." [[Go back.|Scene4]] [[Restart|Level1SupPrep]]

"We should anticipate likely questions and prepare clear, honest responses that tie back to our core message." "Right," your supervisor says approvingly. "Anticipating questions and preparing clear responses show that you understand and care about the audience's potential concerns and interests." [[Proceed to next scene.|Level2ChooseMedia]]

"We could also arrange a pre-briefing for media reps before the official announcement." "Great idea," your supervisor responds. "A pre-briefing allows for more in-depth understanding of the policy and enables us to address questions upfront, helping to shape the narrative positively." [[Proceed to next scene.|Level2ChooseMedia]]

"We could direct them to our detailed policy document for any complex questions." Your supervisor ponders, "While this can be useful for further clarification, it could be seen as avoiding the question. It's better to be prepared with clear, understandable answers. Let's think it over." [[Go back.|Scene4]] [[Restart|Level1SupPrep]]

"Let's choose the outlets with the largest audience." "Although reach is important," your supervisor cautions, "it's equally essential to consider the relevance of an outlet's audience to our policy. A large but irrelevant audience won't serve our purpose well. Let's reconsider." [[Go back.|Level2ChooseMedia]] [[Restart|Level1SupPrep]]

"We should choose outlets whose audiences are likely to be interested in and affected by our policy." "Exactly," your supervisor nods. "By targeting outlets with a relevant audience, we're more likely to reach people who will engage with and benefit from our policy." [[Proceed to next scene.|Level3PitchCraft]]

"Let's diversify our choice of outlets. We can include traditional news outlets, online news platforms, and social media channels." "Good thinking," your supervisor responds. "A mix of different types of media can help reach different segments of the audience, widening the policy's reach and impact." [[Proceed to next scene.|Level3PitchCraft]]

"We've worked well with certain outlets in the past, let's stick with them." "Relationships are important," your supervisor says, "but relying solely on past collaborations can limit our reach and leave out potential new audiences. It's better to also consider audience relevance and diversity of media types. Let's think it over." [[Go back.|Level2ChooseMedia]] [[Restart|Level1SupPrep]]

"Let's fill our pitch with all the data and statistics we have to prove our point." "While data is important," your supervisor notes, "an overload can overwhelm the audience and obscure the main message. It's crucial to maintain a balance and keep the pitch engaging. Let's try again." [[Go back.|Level3PitchCraft]] [[Choosing Media Outlets|Level2ChooseMedia]] [[Restart|Level1SupPrep]]

"We should craft a compelling story that illustrates how the CAMH policy can impact real people." "That's a great approach," your supervisor agrees. "A story makes the pitch more relatable and memorable, thereby increasing its effectiveness." [[Proceed to next scene.|Level4Interest]]

"Our pitch should clearly outline the problem, the CAMH policy as the solution, and the benefits that result." "Perfect," your supervisor nods. "A clear problem-solution-benefits framework makes the pitch easy to follow and understand, making it more impactful." [[Proceed to next scene.|Level4Interest]]

"We could just use our standard press release format." "While a standard format ensures all necessary information is included," your supervisor advises, "customizing the pitch to the story and the audience can make it more compelling and effective. Let's think it over." [[Go back.|Level3PitchCraft]] [[Choosing Media Outlets|Level2ChooseMedia]] [[Restart|Level1SupPrep]]

"Let's prepare a generic response for all interested outlets." Your supervisor shakes her head. "Generic responses can come across as impersonal and not fully addressing each outlet's specific questions or interests. Tailored responses are more effective. Let's try again." [[Go back.|Level4Interest]] [[Crafting the Pitch|Level3PitchCraft]] [[Restart|Level1SupPrep]]

"Let's arrange one-on-one interviews or briefings to provide more context and details about our policy." "That's a proactive approach," your supervisor agrees, "Personal interviews or briefings allow for more in-depth discussion and understanding, leading to more accurate and comprehensive coverage." [[Proceed to next scene.|Level5JournalistPitch]]

"We could direct them to the CAMH policy document for more information." "True, but while directing outlets to the policy document provides them with more information, it can be seen as impersonal and unresponsive to specific queries. Offering additional interaction like interviews or briefings is more effective. Let's consider our options again." [[Go back.|Level4Interest]] [[Crafting the Pitch|Level3PitchCraft]] [[Restart|Level1SupPrep]]

"We should provide tailored responses to each outlet and offer additional resources for their understanding." "Exactly," your supervisor responds, "a tailored response shows that you understand and respect the outlet's specific interests and needs, which can help build a positive relationship." [[Proceed to next scene.|Level5JournalistPitch]]

"Our new CAMH policy is really great. You should cover it." The journalist replies, "I will need more information than that. Can you tell me why this policy matters?" You realize that your approach was overly direct and provided no value or context for the journalist. It may have come across as demanding. [[Go back.|Level5JournalistPitch]] [[Restart|Level1SupPrep]]

"We're launching a new CAMH policy aimed at providing holistic and comprehensive support for children and mothers. I think it would be of great interest to your audience, particularly because it's about mental health support for mothers." "That does sound intriguing. Could you provide more details?" the journalist replies. You realize that you have not only been polite, but you have also provided context and pointed out the specific relevance to the journalist's audience. [[Proceed to next scene.|DetailingPolicy]]

"We have a new CAMH policy that I think might interest your audience." The journalist replies, "Oh? Can you tell me more about it?" You realize that while this was a polite introduction, it lacked specificity and detail about why the policy should be of interest. [[Proceed to next scene.|DetailingPolicy]]

"How do I provide details about the policy?" you ponder. You responded... * [["The CAMH policy is about addressing health risks and wider determinants for children and mothers. I can send you more detailed information if you like."|FairChoice9]] * [["You can just read the policy document. Everything's in there."|BadChoice9]] * [["The policy addresses mental health issues by providing universal mental health screening for pregnant women at KKH. I'd be happy to walk you through the details and answer any questions you may have."|GoodChoice16]]

"You can just read the policy document. Everything's in there." "Well, I was hoping you could provide me with a summary or key points," responds the journalist. You've realized that your response was dismissive and did not help guide the journalist towards understanding the key points or importance of the policy. [[Go back.|DetailingPolicy]] [[Responding to Media Interest|Level4Interest]] [[Restart|Level1SupPrep]]

"The CAMH policy is about addressing health risks and wider determinants for children and mothers. I can send you more detailed information if you like." "That would be helpful, but can we discuss some key points right now?" the journalist responds. You realized that while this gave a basic overview, it lacked an engagement or an invitation for further interaction that would allow you to better shape the narrative. [[Proceed to next scene.|EncourageCoverage]]

"The policy addresses mental health issues by providing universal mental health screening for pregnant women at KKH. I'd be happy to walk you through the details and answer any questions you may have." "That would be great. I have a few questions about early detection and intervention for pregnant women with depressive symptoms," replies the journalist. Your choice not only provides an overview, but also invites further interaction, providing an opportunity for you to influence the narrative positively and answer any questions. [[Proceed to next scene.|EncourageCoverage]]

"How do I encourage the journalist to cover the policy?" you ask yourself. You decided to say ... * [["Would you be interested in an interview with our policy head, or any other resources to assist in writing a piece on this policy?"|GoodChoice17]] * [["Can you write a story on this by tomorrow?"|BadChoice10]] * [["I hope you find the policy interesting. We'd appreciate any coverage."|FairChoice10]]

"Can you write a story on this by tomorrow?" "I'll need to review the material and fit it into my schedule. I can't commit to that timeline," the journalist responds. You realized that your approach was too demanding and did not respect the journalist's own process or timeline. [[Go back.|EncourageCoverage]] [[Interacting with the Journalist|Level5JournalistPitch]] [[Restart|Level1SupPrep]]

"I hope you find the policy interesting. We'd appreciate any coverage." "I'll look into it. Thank you for the information," says the journalist. You discovered that while this is polite, it's passive and doesn't offer additional help or resources for writing the story. [[Proceed to next scene.|FollowingUp]]

"Would you be interested in an interview with our policy head, or any other resources to assist in writing a piece on this policy?" "An interview would be very useful, and I'd appreciate any other resources you can provide. Let's arrange for that," the journalist responds. Your proactive approach is respectful and offers practical help, making it more likely to result in favorable and accurate coverage. [[Proceed to next scene.|FollowingUp]]

"How do I follow up after the pitch?" you ponder. You decided to call the journalist and after exchanging greetings you say ... * [["Did you write the story yet?"|BadChoice11]] * [["Just wanted to check in to see if you need anything else from us?"|FairChoice11]] * [["I've found some additional data that might support your story. Would you like to take a look? Also, do you need any other resources or access to further experts for your piece?"|GoodChoice18]]

"Just wanted to check in to see if you need anything else from us?" "I think I have everything I need for now, thanks," the journalist replies. You realized that this approach is polite and offers assistance, but it doesn't proactively provide any additional value or address potential needs the journalist might have. [[Proceed to next scene.|CutScene1]]

"I've found some additional data that might support your story. Would you like to take a look? Also, do you need any other resources or access to further experts for your piece?" "That sounds really useful, yes please. Also, could I speak with someone about the advisory on screen use for children?" the journalist responds. You discovered that this approach is proactive, helpful, and shows an understanding of the journalist's needs. It can lead to a more thorough and accurate coverage, and helps build a positive relationship for future interactions. [[Proceed to next scene.|CutScene1]]

"Did you write the story yet?" "I'm still working on it. I'll let you know when it's done," replies the journalist. You realized that your approach is too direct and may come off as pressuring or impatient. It doesn't provide any additional value or assistance to the journalist. [[Go back.|FollowingUp]] [[Interacting with the Journalist|Level5JournalistPitch]] [[Restart|Level1SupPrep]]

"I've heard from some sources that this policy might negatively affect certain groups. Can you comment on that?" the journalist asks. You composed yourself and replied ... * [["I don't think you have your facts right."|BadChoice12]] * [["There may be some misconceptions about the policy. Can we discuss these concerns?"|FairChoice12]] * [["I understand your concerns. Here are some additional facts that may provide a different perspective. Can we discuss how this policy aims to address these issues?"|GoodChoice19]]

"I don't think you have your facts right." "I assure you, my sources are reliable. But I'm willing to hear your side," the journalist responds. Your approach was defensive and dismissive, potentially damaging the relationship with the journalist. [[Go back.|Level6CrisisMgm]] [[Interacting with the Journalist|Level5JournalistPitch]] [[Restart|Level1SupPrep]]

"There may be some misconceptions about the policy. Can we discuss these concerns?" "Sure, I'm willing to hear more about this policy," says the journalist. While your response is open to dialogue, it lacks an immediate and robust defense of the policy, potentially leaving some of the negative assertions unchallenged. [[Proceed to next scene.|CutScene2]]

"I understand your concerns. Here are some additional facts that may provide a different perspective. Can we discuss how this policy aims to address these issues?" "That's an interesting viewpoint. Let's explore this further," the journalist replies. Your response was respectful, addressed the concern directly, and provided additional information. It facilitated dialogue and presented an opportunity to reshape the narrative in a more positive light. [[Proceed to next scene.|CutScene2]]

"The journalist twisted our words, it's not our fault." "It's crucial to take responsibility and see how we could improve our communication next time," your supervisor responds. Your approach was defensive and lacked accountability, which doesn't encourage learning or improvement. [[Go back.|Level7Review]] [[Crisis Management|Level6CrisisMgm]] [[Restart|Level1SupPrep]]

"We got some coverage, but not as much as we expected. Maybe we should try different outlets next time?" "That could be an option. Let's also review our pitch and see if it could be more compelling," says your supervisor. While your response reflected some level of analysis and adaptability, it didn't fully explore all potential areas for improvement. [[Proceed to next scene.|NextScene13]]

"Here's how the coverage matched our goals, and here are areas where it differed. I think we can improve our pitch in these ways next time. What do you think?" "Great analysis. I appreciate your proactive approach to improving our media relations," your supervisor replies. Your response reflected a thorough analysis, clear learning points, and a proactive approach to improvement, facilitating a productive review conversation. [[Proceed to next scene.|NextScene13]]