How Ginella Massa is Bridging the Media Gap for Canada's Underserved Communities
Ginella Massa, the founder of Massa Media & Communications Inc.
Photo credit: Alicia Wynter
Ginella Massa never saw herself as an entrepreneur. The award-winning journalist, and North America’s first hijab-wearing national TV news anchor, spent many years gracing the television screens of Canadians, delivering news in some of the country’s largest markets. Now, the founder of Massa Media & Communications Inc. says her new venture is one she loves, born out of a passion to serve her community and bridge the knowledge gap between mainstream media and marginalized communities.
“Helping others who are feeling intimidated about engaging with media, being able to give them those tools so they can be part of the narrative that is being shaped about them and having them walk away and feel empowered,” she says of the work she’s now doing. While Massa serves a wide variety of clients, including major corporations, political action groups, and nonprofit organizations, the recent developments in the Middle East, brought her an influx of requests from the Muslim and Arab community. Her work with the community has only deepened her passion to bring empathy to the coverage and conversation. “There is a knowledge gap around the Muslim community,” she says. She also helps her clients overcome their fear of the media by giving them a basic understanding of how media works, what journalists need and are looking for. “Once you understand what a journalist needs and how to give it to them, you can become a go-to source. Understanding that, you can use that to your advantage to get your message out.”
Over the last eight months, Ginella has grown her startup through multiple revenue streams: consulting, teaching at Toronto Metropolitan University, public speaking engagements, emceeing and moderating. “If you had told me 5 years ago, I would be quitting a national anchor position to start my own business, I would have called you crazy but this is the path God took me on,” she says.
Within the communications industry, public relations remains a robust sector, with Canadian firms bringing in approximately $775 million in revenue annually and employing over 6,000 professionals. Current predictions peg new job openings at 36,250 by 2026. Ginella says as she began thinking about the future of the journalism industry, she realized no one was safe. There was no one thing that pushed her out the door and into communications; rather it was a combination of things personal and professional. Reflecting on her own path as a journalist and balancing it with her hope for the future, Ginella acknowledges the impact that taking a risk has had on her career. For Ginella, it isn’t the first time she’s left a full-time stable job to bet on herself. “The last time I did this was when I worked as a chase producer. I quit a full-time job with benefits, and people thought I was crazy.” Her departure opened a door to on-air reporting, which eventually led to her national anchoring gig. “It worked for me then, and this time I have the backing of a name, a personal brand, and my networks. I feel like I can find success again.”
Operating as a solopreneur isn’t without its challenges, Ginella says. “It’s not easy to run your own business and be your own everything.” She’s hoping to grow the team in the near future, “So I can actually focus on the work,” she says. For growing entrepreneurs like Ginella, being able to tap into a support network designed to help your business thrive can make a world of difference. The Black Entrepreneurship Ecosystem Map (BEEM) shows the connection between Black businesses and the support available, so that solopreneurs like Ginella can continue to grow and thrive.
Despite Ginella’s unconventional path into entrepreneurship, she says she’s excited about the possibilities. She’s encouraging others not to shy away from branching out and building something new. “I’m sure there are a lot of people who want to branch out on their own and are afraid. For me, I just went with my gut. I feel like I made the right choice ultimately for me and my family.”