Eric May – Media Consultant
  

 

 

 

To express yourself clearly, first, organize your thoughts

Prioritize and choose
• Think in advance what you want to say
• Think hard about what interests you personally about the issue 
• What interests you will interest your audience

Avoid jargon and institutional language
• Results, not process
• Make numbers and data accessible (comparisons, before and after, etc)
• Be detailed and specific, not abstract or general
• Storytelling: show how ordinary people are affected

Tell what is newsworthy
• What has changed?
• What is new/unusual/unique?
• Does it break stereotypes or preconceptions?
• What is unforgettable?
• What if it was me?