Sublime

Before you start to write and when you think you’ve finished, take a few seconds to ask yourself: ‘What’s this story in five words?’ Have you conveyed that?

Every piece of non-essential information makes it harder for the essential information to be communicated. And this is the challenge for us all as we explain ourselves: can we sift essential detail away from everything else? If

substantial public interest,

‘Why does this matter?’

• Does the concept make sense to someone seeing it with fresh eyes? • Are all the elements legible? • How well does the layout express your content?

In fact, if I were to isolate Brock’s single most important achievement, it would be his uncanny ability to integrate Media Matters into the mainstream news culture as a news source. No other partisan group has been as successful at influencing the media and passing off its partisan work as news, or a newsworthy product.