Lisa Hrabluk

Hey, here are some quick observations and pieces of advice for those about to wade into the ocean of information that is today’s media world.

1. It all begins with ‘why’

Everyone thinks they’re interesting.

They’re wrong.

Interesting people have a story that connects with their audience and the easiest way to make that connection is to give people what they want. Maybe it is an important piece of information, a neat new product that fits into their lives, an event they want to attend or – and this is the award-winning journalism category – it grabs them emotionally.

Everything else is  Charlie Brown’s teacher – a droning noise in the background.

Before you pitch ask yourself: Why should anyone care?

After you’ve answered that question, fill in your story with the rest of the W5 family (Who, What, When and Where) and their geeky cousin, How.

2. Motherly advice

Reporters aren’t scary; they just play it up on TV… and in the newspaper and on radio.

No really, we’re nice people.

Harried, understaffed, stressed-out people who aren’t easily impressed.

No pressure.

Talking to a journalist shouldn’t be a horrible experience (unless of course you’ve made off with the company till – then you’re in for a rough ride.)

Here’s some simple tips to remember when you see a reporter headed your way:

Be polite. That means don’t begin the conversation with “I know what you media types are like…” or “You don’t want news, you want sensationalism”, or that old favourite “I know what sells papers.” Really? You do? Well share it with us buddy because we sure as heck can’t seem to sell ‘em these days.

Journalists hate when people talk to them like that. Sort of like walking into your lawyer’s office and telling a lawyer joke or telling your contractor that he’s no Mike Holmes.

Dress appropriately. Straighten your tie. Fix your collar. Would it kill you to wear a little lipstick? If you’re going to be on TV, make sure you look good. Your audience will assess what you have to say by what you’re wearing, so if you want to be respected, don’t show up looking like a slob. So don’t wear weird stripes or patterns that look cool in person but odd in TV’s 2D world.

Smile. A nice smile, not a goofy smile or a pasted on one. A real smile. Particularly when you are on the radio because you can hear a smile over the airwaves.

Tell it to me straight. People know when they are being lied to and when they’re not getting the whole story. So don’t lie and don’t avoid the question. Answer it to the best of your ability and don’t be afraid to say you don’t know that answer. If you don’t know something, offer to get them the answer or direct them to someone who can.