Media Relations 101: You are telling a story

Rule #1- Deadlines, Deadlines, Deadlines, Deadlines

Rule # 2: Remember the inverted pyramid. In the first paragraph of any story published or read in or on any media, the story is told, and the 5 W's and 1H are answered. That first paragraph should only contain one issue, one idea, or one policy being commented on. Shakespeare always waited to give you the climax until he had you good and hooked on the story, you want to give the reporter a climax right off the top of the story and get them hooked.

Rule# 3 - Remember Rule #2 when being interviewed. Remember the pour reporter has an editor or manager back at the office wanting a story that can be filed, and understood easily by them and their readers, viewers, and/or listeners. The poor reporter is not a Rhodes Scholar either.

Rule #4 - You have to have a hook. The hook draws the attention and interest of the media outlet, and the reader, viewer or listener. You have to give each and all a reason for paying attention to the story or idea you have to tell them.

Rule #5 - The editor, the assignment editor, the city editor, and reporter/camera person all have a say in how the story is told, what is told, if the story is of interest, and the time allotted to the story. To top it all off, they are not present during your interview.

Rule # 6- A picture tells a 1,000 words, but on radio a 1,000 words gives the listener a picture. Make sure you have an idea of what you want the picture to say, and subtly work with the reporter and cameraperson to arrange it so that the image is telling the same story you want to. Don't let them set the image. ie: Make sure the Green Party sign is behind you and in the picture.

Rule # 7 - Most listeners, readers, or viewers will turn off a story if you make wild claims, accusations, or start to use 'isms and 'ists theory words that are only heard, or read in the scholarly tomes found unused and unread in the MacKimmie Library.

Rule # 8 - When a reporter calls you, don't speak to them immediately. Ask them if you can call them right back, and get your act together in the meantime. Take a breath, and think. What do you want the story to be about, and what is the one main point you want to get across and make is published or aired. Call them right back. Stick to your main point what get it across from the beginning. Don't bog down too many obscure facts and obscure figures.

Rule # 9 - Deadlines, Deadlines, Deadlines, Deadlines - When the bell rings on the printing press, the light on top of the camera, or the 'on-air' light goes on, the story must be ready to go. The reporter is paid based on getting their story to the press, microphone, or cameras before that time. That means edited, formatted, and arranged so it can be told in 8 to 15 seconds.

Rule # 10: There is no media conspiracy against you. The reporter has a job to do, a boss to please, and certain constraints related more to time, resources, and lack of experience and knowledge, than an active conspiratorial mind set. Above all they have readers, listeners, and viewers to inform and entertain. The major players in this election in Calgary, the Conservatives, won't be campaigning here. Richardson, Prentice, et al will be in Ontario and Quebec. Hence the local media will be hungry. They will be ravenous for a local political candidate that has something intelligent to say, and a national leader that spends quality time with them.