When you panic, chances are the viewers will as well

I remember years ago a local reporter had showed up at a location just a few minutes before ten. There had been some sort of shootout between police and some men at a bar, and details were very sketchy. The reporter went on the air, having "heard" a few things in the few minutes at the scene, and basically gave out some information that jacked the situation up a few notches and really raised tension in the neighborhood. The information turned out to be false.

Viewers can sense panic in your voice and your body language. In this case the reporter was over the top, and the viewers picked up on that.

But you don't need false information to raise a panic. You may have all the time in the world before your story, but if you put the wrong information in it, or even convey it in a manner that seems panicked, you're sending the wrong message.

I believe we're seeing that quite a bit today, even on national newscasts. So many stories almost seem designed to make you afraid. Stock markets, crime, housing foreclosures, you name it. Panic sets in. Do you think the Southeast would have a gasoline panic if the media hadn't fueled it? Even though we had plenty of gas where I live, I saw a story one night and knew there would be a run on the local stations. Sure enough, I drove by an hour later and there were long lines.

Take care in not only gathering your facts, but in the way you present them. Some stories are the equivalent of yelling "Fire!" in a theater.