From Great Lakes Wiki
A media perspective on covering the Areas of Concern; Dave Poulson, associate director of Michigan State University's Knight Center for Environmental Journalism
Poulson said that effective media coverage is a longterm investment, but one that is worth making. Building understanding among readers unfamiliar with complex environmental issues helps build the political will for good public policy, he said. Among his suggestions:
- Tell complex environmental stories in pieces and over time. Hammer at an issue from a variety of angles and across several news stories to build context and understanding.
- Keep focus. Memorize one sentence that summarizes a story angle. Repeat it often during interviews and make sure that all of the information you provide supports that sentence.
- Use images. Provide still or video images or suggest images that a news agency can capture itself. Use visual imagery and similes when speaking with a reporter.
- Limit jargon and keep explanations simple. Readers and viewers are not stupid, but they don't share the same language or familiarity with acronyms often used by scientists or people involved with the Areas of Concern.
- Build relationships with reporters over time and before a crisis that prompts a frantic search for sources or for coverage.
Getting the Message Out on Great Lakes Restoration
