Crisis Communications Training Handbook - First Nations Health Council

The Role of the Media

The media is responsible for gathering information and providing
that information to the public. Each media source is unique, and
although they may all be reporting on the same story, the final products
can be very different. This is what the media calls “framing a
story;” it’s how they want to present a story to the public. How the
media frames a story will affect public opinions and actions. That is
why it’s important to be prepared for the media; the more information
you can provide and control, the closer the final products will
look. The media will get their story no matter what, so cooperating
with the media will help you and them.