I’m Joanne Roberts — a filmmaker, former journalist and story strategist.

I’ve worked across newsrooms, film sets, private business, organizations and community spaces — where getting the story right mattered, and getting it wrong had real consequences.

That’s the foundation of my work.

I learned early that stories aren’t neutral.

They shape what people understand, what they trust, and what they're willing to support.

My work now sits at the intersection of messaging, structure and public communication.

I don’t just shape what is said. I look at how it’s decided, how it’s used, and what supports it once it’s out in the world. Because a message can sound right and still fall apart in practice.

Reporter in Pink began as a personal trademark. It became a visible signal for a way of working: story told with softness, care, precision and enough structure to hold. 

As that approach became recognized, Reporter in Pink Creative grew into a body of work built through collaboration with people and organizations doing meaningful work.