Covering the Campaign

•  Try to minimize the "horse race" type coverage and focus more on campaign issues.
•  Focus coverage on the substance of the candidate's policy or plan - not the staged media event.
•  Plan ahead. Before the event, find out what policy or plan will be unveiled and find ways to add depth to your coverage.
•  Don't let the candidate set the coverage agenda.

•  Treat campaign press conferences and one-on-one interviews as more than photo-ops.
•  Know the facts behind the message a candidate is pushing before the interview.
•  Be prepared to challenge the premise of the candidate's message. Focus your interview on just one or two subjects.
•  Armed with specific background information, press for more meaningful and original answers.
•  Rehearse your questions so you can anticipate the answers. Then, be prepared to ask tough follow-up questions.
•  Push for specifics and meaningful responses viewers will recall at the polls.

•  Successful, issue-oriented coverage is compelling television. Give the issue relevance by making an emotional connection, then provide useful information voters can use.
•  Profile people whose lives will be affected by policy changes.
•  Explain exactly where each candidate stands on issues that matter and consequences of each candidate's election.
•  Use graphics to show the differences among politicians and ballot measures.
•  Team general assignment reporters or specialty reporters with the political reporter for different angles on the same issue
•  Follow a story that personalizes and issue with an on-set discussion and include viewer questions.
•  Don't assume prior knowledge. Explain each issue clearly and completely.

•  Good political coverage shouldn't be dull. Use the elements of good storytelling.
•  Look for creative ways to interest viewers in stories which may be short of interesting visuals. Look for visually interesting events which can pull viewers into stories.
•  Introduce strong personalities to enliven your packages.
•  Find ways to show candidates in different settings and interacting with voters in new ways. This may allow viewers to learn something new about the candidates.
•  Don't assume you wont be able to get the pictures or sound you need to bring a story to life. And additional phone call or two can make a big difference.
•  Pay extra attention to your writing. Hook viewers with a powerful first paragraph.

•  Evaluate the claims made in paid political advertisements but avoid critiquing the production of the ad or the ad's effectiveness.
•  Approach each political ad like an investigation. Break down the message by sourcing the claims.
•  Track down the facts, and use precise labels like "misleading, exaggerated and spin," to help viewers evaluate the subtleties of an ad.
•  Confront the candidates if the advertisement doesn't pass your truth test.
•  When it's time to write the story, use the show-and-tell method to help viewers understand your investigative process.
•  Graphics and b-roll help carry the piece.

•  Give your viewers a better understanding of the differences between candidates by dedicating your newsroom to candidate-centered discourse.
•  Offer free airtime so candidates can fully explain their views on different issues.
•  Sponsor debates, even mini-debates, and hold town hall meetings.
•  Air long segments of candidate stump speeches if the candidates refuse to appear for debates or interviews.
•  Create vehicles for your viewers to ask the questions that they want answered. Use polling to determine what concerns viewers.
•  Don't forget to include third-party candidates.