What’s (or Who’s) Behind the News?

Did you see the scaly, evil looking creature with menacing teeth cladding the front page of the Chronicle Herald yesterday (September 25th)? This fish along with important Fisheries and Oceans Canada (DFO) and Government of Canada messages also appeared in various other newspapers across the country; as well as on several web news pages, and regional television and radio news stations.

A media relations success, that’s clear… but who and what was behind this news story? The answer: federal communicators and a lot of hard work. To have a feature-type story (results of a recent scientific research mission in the Sable Gully) like this receive prominent regional and national media attention you must have previously developed good relations with journalists and news outlets. You must consider journalists needs, modern electronic media sources and a host of other factors. A lot of work happens behind the scenes.

Don’t get me wrong – it’s a load of fun to work on an initiative like this. I had the opportunity to (with the assistance of your esteemed classmate Luke Gaulton) interact with local and national media, organize a press conference, prep spokespersons and then immediately see the results with positive media stories.

However, as we all know, news stories aren’t always this positive; this is when our jobs are even more challenging. Trying to put out media fires is not an unusual task here at DFO and usually involves writing key messages, contacting journalists and prepping spokespersons. Again, a lot of behind the scenes work.

As the Acting Senior Communications Advisor for DFO Maritimes Region, media relations is a huge part of my job. The importance of good media relations is largely recognized throughout the Government of Canada.

Many people don’t realize that a large percentage of articles in today’s paper and a significant number of stories on tonight’s supper time news are a result of hard work by federal communicators.

A job in media relations is exciting and challenging. Personally, I believe I have an awesome job! I continuously learn new things, am constantly challenged and enjoy the people I work with.

I look forward to further discussing media relations with you during the café!

Chastity McKinnon

Chastity McKinnon is a (not so) recent graduate from the MSVU Public Relations Program. She is the Acting Sr. Communications Advisor for DFO Maritimes Region, where she has worked for the past seven years. Chastity also worked in a communications capacity with Environment Canada and the Nova Scotia provincial government. During the upcoming Student Networking Café Chastity and Glenn Chamberlain will present on Media Relations and Monitoring.