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Cindy Pom covers and delivers local and national stories to audience across Canada. But fast-paced and and personal connections are what drive her day.  Oh, and plenty of snacks throughout the day! We caught up with Cindy to talk about her how her day unfolds, what she’d like to see more of from PR professionals and her dream story to report.

Follow her @CindyPom.


What is it like to be a reporter for Global News in Toronto?

It’s definitely fast paced. One hour I could be reporting live about a VIA Rail terrorism plot, and the next I could be talking about the battle between Uber versus the taxi industry. I wouldn’t have it any other way.

How do you decide what to cover?

Instead of following what the competition is covering, I like to pitch original ideas. I know we’re taught as children not to talk to strangers, but I find the best ideas come from striking up a conversation with people on the street when I’m working in the field. I’m convinced everyone knows someone who has a good story to tell. The best stories come from making those personal connections.

How does social media factor into your work?

Social media is integral to the job. I’m constantly tweeting stories that are developing. When I’m covering an election, I enjoy live tweeting. I find it’s also a great way to promote your work when you link to your stories.

What does a typical day look like for you?

I wake up at 3am and research the top stories of the day. By 5am, we have a conference call with the producers to discuss the stories we’d like to cover. By 6am ET, I’m on the air for our local and national editions of The Morning Show. Then, I switch gears and get ready for our noon show. Finally, I put together a story that will run for our evening and night newscasts. To keep me energized, I munch on plenty of snacks in between.

What’s your number one tip for PR people?

Personalize the story. Make it matter. Ask yourself, how can I make the viewer/reader/listener care? For example, instead of trying to pitch a drunk driving story by writing “Statistics have shown 1000 people have died a year because of drunk driving in any given city, etc”, why not personalize the story and tell me about the pain and struggle of one family who lost a loved one to drinking and driving.

Favorite story you’ve ever worked on?

I covered the recovery of a Canadian teen who was caught in the terrorism attack at the Westgate Mall in Kenya. She flew back to Toronto to receive emergency treatment. I’ll never forget Fardowsa’s resilience when I spoke to her in her hospital bed. She ended up losing part of her leg but never lost her optimism and strength to move forward.

What’s the story you’d most like to cover (can be pure fantasy!)

This story might be out of this world (no pun intended) but I would love to interview Elon Musk about his latest venture. Perhaps SpaceX. Maybe an interview on Mars? I hope he reads this article!

First website you load in the morning?

Changes every day. I peruse CNN, NPR, Global News, Toronto Star, The Globe and Mail. I also like to check social media to see what is going on in the lives of my friends. Often times there are great story ideas there waiting to be told.

Coffee or beer or green juice?

I don’t drink coffee (odd, I know). I try to have one fruit smoothie a day. Bless my Vitamix

About Laurie Smith

Laurie Smith is VP, Customer Marketing at Cision. Follow her @LaurieSmith

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