The Art of the Pitch - Scenario-based Training for Effective Government Communication [eLearning]

Description of Project: This project, titled "The Art of the Pitch - Scenario-based Training for Effective Government Communication" is an interactive elearning designed to enhance government communications officers' skills in media outreach. Using an interactive story format, it guides participants through the key steps involved in publicizing a new policy, from selecting media outlets and crafting a persuasive pitch to managing potential crises and evaluating post-coverage results.

Each stage presents learners with a set of choices that reflect different strategies and their potential outcomes, therefore providing a realistic simulation of media pitching scenarios. Learners' choices are categorized as "Good," "Fair," or "Bad," with a rationale provided for each categorization, thus giving immediate feedback and learning opportunities.

I developed this for a few reasons: 

1. To try Twine, a free online software tool that allows you to create non linear text based stories/ games; 
2. To see how fast ChatGPT can help me create realistic scenarios and; 
3. Equip government communications officers with practical knowledge and decision-making skills that they can apply in real-world scenarios. 

This project offers a safe learning environment where learners can explore different strategies, learn from their mistakes, and understand the consequences of their actions, thereby improving their effectiveness in media communications.

The "Child and Maternal Health and Well-being (CAMH) Strategy and Action Plan" was used as the illustrative policy for the scenario and details were obtained from MOH's website -> Link

My Role & Responsibilities: Scenario Design (with ChatGPT's help), programming in Twine, content curation 

Period: 2023

Problem: There is a lack of understanding among government communications officers about how to effectively pitch a new policy to media outlets. This includes identifying appropriate outlets, crafting a compelling pitch, responding to interest, pitching to journalists, managing potential crises, and reviewing post-coverage results. The problem results in missed opportunities for successful media coverage, potentially leading to inadequate public awareness or understanding of important new policies

This activity emphasize the focus on media relations, pitching, government context, and the scenario-based, decision-making nature of the eLearning. 

There are 7 broad phases in every effective pitch: 

1. Preparation with Supervisor: This includes understanding common mistakes, avoiding jargon, framing the story, and preparing for potential questions or objections.
2. Choosing Media Outlets: This involves understanding the importance of audience, influence, and past coverage in selecting the right media outlets.
3. Crafting the Pitch: This phase is about identifying the key message, supporting evidence, and potential story angles for the pitch.
4. Responding to Interest: Here, the focus is on providing a responsive, informative, and respectful answer to any interest or questions from the media.
5. Interacting with the Journalist: This involves making the pitch, providing details, encouraging coverage, and following up.
6. Crisis Management: How to handle a situation where the journalist has negative information or a critical perspective about the policy. This could be another level of interaction, with the officer demonstrating skills in crisis communication. 
7. Post-Coverage Review: After the story is published, the officer could review the coverage with the supervisor, assess how well their pitch was interpreted, and discuss any lessons learned for future pitches. 

Building Long-Term Relationships is an important element as well. Successful media relations often involve building ongoing relationships with journalists. This could include sending them relevant information, appreciating their work, or assisting them on other stories. However we will not be covering this element in the eLearning.

So, do YOU have what it takes to pitch to a Journalist effectively? Try it out here.