[Editor's Note: Ariane Lovell, Senior Vice President, Media Relations, NY Health and Multicultural Earned Media Lead at Weber Shandwick, is taking the lead for our reinvigorated "Ask a Journalist" series. This session we have a conversation with Dr. Shamard Charles, MD-MPH, a physician journalist at various outlets including The Grio, Verywell Health, NBC and Health.com. He also serves as host of the "Heart Over Hype" podcast.]
In a world where pitches blur together and deadlines loom, maintaining authenticity and transparency is crucial to storytelling. Dr. Shamard Charles discusses how a strong pitch stands out by balancing timeliness with accuracy, and explains why kindness, integrity and flexibility are essential for shaping stories that go beyond the headline. For publicists aiming to build authentic media relationships, his insights offer a candid guide to navigating today’s fast-paced media landscape while upholding trust, relevance and purpose.
Ariane Lovell for PRNEWS: What drives your passion for journalism and how do you keep that passion alive in a rapidly evolving media environment?
Dr. Shamard Charles: Storytelling has always been a part of who I am. As a kid, I was curious about others and loved sharing their stories. Growing up between the United States and Canada, I noticed both the similarities and differences in these cultures, which intrigued me. In my family, storytelling happens naturally around the kitchen table, where we share stories and insights about life. This love for narrative is a fundamental part of my journalistic passion.
Meeting new people is another aspect that fuels my enthusiasm for journalism. The field offers countless opportunities to engage with diverse voices every day. From producers and story subjects to camera operators and graphic designers, each interaction broadens my perspective. These conversations allow me to capture the essence of communities and enrich my understanding of the world.
Finally, the pursuit of truth is crucial in today’s world. While it's great that everyone has a platform now, not all information is accurate. As a journalist, I am committed to delivering reliable, timely information that people can use to make informed decisions.
Lovell: How has your approach to storytelling evolved with the rise of digital media and social platforms?
Dr. Charles: I started my career at NBC when traditional cable was the gold standard in broadcast journalism. By the time I left, I was covering news on Snapchat and NBC’s streaming network, NBC News Now. My three-minute spots were suddenly cut to 90 seconds. At first, I thought, What is happening? Who is this guy covering news on Snapchat? I wasn’t thrilled—it felt like a step down.
Then came a turning point. While covering a story at UCLA, I got a call: Shaquille O’Neal wanted me to interview him about cardiovascular health for NBC News Now. His team saw my clips—on Snapchat, of all places—and decided I needed a bigger platform. Next thing I knew, I was on a flight to New York, got a haircut straight from the airport, and sat down with Shaq. He told me, brother, you need a bigger platform. Here’s my team’s number.
That was when I realized digital media wasn’t second-tier—it was the future. Social platforms let my work reach people who might never have seen it. It forced me to refine my storytelling, be more creative, and hook audiences instantly. Digital media has made news more accessible, putting it in everyone’s pocket. Initially hesitant to leave traditional broadcast, I’m grateful I made the shift early. It’s transformed how I tell stories and connect with audiences in ways TV never could.
Lovell: Can you walk me through your process for selecting and developing a story?
Dr. Charles: When I'm picking and developing a story, I focus on five main things:
- Captivating Topic: If the story doesn't grab my attention immediately, it's probably not worth pursuing. It's like picking a book—you want one you can't put down.
- Timeliness: I consider how urgent the story is. Some stories need to be told right away, while others can simmer a bit longer, especially if they require deeper investigation.
- Integrity and Purpose: As a health journalist, accuracy and practicality are crucial.
- Connection and Reach: I aim to create stories that resonate widely, particularly within Black and Brown communities. It's important to address unique experiences while recognizing shared challenges. My storytelling reflects the diversity within the Black community, acknowledging differences among Caribbean, African diaspora, and African-American backgrounds, while highlighting common struggles and successes.
- Fresh Perspective: A story should offer something new, whether it’s a fresh insight or a different angle on familiar topics.
Once I've chosen a story, developing it is a team effort. We gather essential elements like images, facts and strong leads. Crafting a compelling opening is key to drawing people in, and the conclusion should offer valuable takeaways, ensuring the audience feels their time was well spent.
Lovell: How do you balance the need for speed with the importance of accuracy?
Dr. Charles: Experience makes all the difference. The more you do it, the better you get at crafting a well-researched, accurate story—quickly.
Accuracy starts with strong sourcing. There are reputable sources that, most of the time, will give you reliable information. But even then, you have to over-index for accuracy. I always tell young journalists: accuracy over speed, every time. Rushing to publish without that priority leads to mistakes. If you slow down at key moments—fact-checking, cross-referencing—you ensure your story is both powerful and correct.
We live in a time where breaking news first is the goal, but the number of corrections that follow is telling. The journalists who earn real trust are the ones people rely on to get it right the first time. I’d rather take a little longer and have people know my reporting is rock solid.
Lovell: How do you find and vet sources for your stories, and how has the relationship between journalists and publicists evolved over the years?
Dr. Charles: About half of my stories now come from publicists, a big jump from 20% at NBC. Journalists are more open to PR pitches, but trust is essential. I collaborate with a few publicists who truly get my beat, respect my time, and pitch stories that fit. The best don’t just push a client—they position them within a larger, relevant conversation.
The pace of pitching has skyrocketed. There used to be lulls where journalists and publicists could build relationships. Now, pitching is constant, and personal connections have taken a backseat. Mass, copy-paste pitches don’t work, especially in healthcare, where every journalist has different expertise. The best PR pros personalize pitches and understand what I cover.
Beyond PR pitches, my teams at TheGrio and NBC constantly flag strong leads. I also read The Associated Press and The New York Times daily to track trends. For research-heavy pieces, I turn to EurekAlert or academic journals for credibility. Conversations with colleagues—journalists, medical professionals, and researchers—also shape my reporting.
Lovell: What do you value most in a pitch from a publicist?
Dr. Charles: Flexibility is key. If a pitch is rigid—essentially dictating exactly how I must cover the story—I’m not interested. Creativity matters, and I need space to approach a story in a way that fits both my voice and my audience. When I’m getting 20 pitches a day, why would I pick the one with no room to explore?
Integrity is non-negotiable. If a pitch asks me to bend the truth, exaggerate, or prioritize clicks over facts, I’m out—no matter how interesting the story is. My job isn’t to create sensational headlines.
To make a pitch stand out, get to the point. If I have to dig to find the story’s hook, it’s already at a disadvantage. If you’ve already lined up a great source—whether a patient, athlete, or expert—that’s a huge plus. It’s not required, but anything that saves time and adds value makes a pitch far more appealing.
Lovell: Do you have any examples when a publicist offer just worked?
Dr. Charles: Last year, I was working on a story about rising cancer rates in Black communities when a publicist reached out, saying, “Hey, I heard you’re covering this topic—D.L. Hughley has an incredible story to share.” Turns out, he had been listening to my podcast after a colleague passed along some clips. He wanted to discuss cancer’s impact on Black communities, so we did a full podcast episode and a written piece.
When he returned to Los Angeles, Hughley noticed that several people in his neighborhood had died from cancer. This inspired a skit about environmental factors, which caught the attention of disease detectives. They investigated and found a multiple myeloma cancer cluster linked to a nearby factory power plant. That pitch stood out—not just for featuring a celebrity, but for connecting a personal story to a broader public health issue.
Great stories sometimes come unexpectedly, like when I connected with Gabby Douglas ahead of her Olympic comeback to discuss using DNA data to fine-tune her training. And sometimes, it’s not about a big name. For Verywell Health, I covered Black women’s struggles with fibroids. Initially, I thought, shouldn’t a Black woman tell this story? But my colleagues felt I could amplify those voices with empathy and care. A successful pitch isn’t just about the source; it’s about how the story is told.
Ariane Lovell is Senior Vice President, Media Relations, NY Health + Multicultural Earned Media Lead at Weber Shandwick.