Jordan Prentice
Journalist & Media Relations Professional
Bringing a journalist’s instincts to strategic communications – shaping stories that inform, engage, and make an impact.
On the air or behind the scenes, I deliver clear, compelling stories that resonate with audiences and drive real results.
I’ve built my career on that belief. As a journalist with Global Lethbridge and previous experience in frontline reporting and editing, I understand the fast pace of newsrooms, the importance of accuracy, and the art of telling a story that matters.
Those same instincts power my work in media relations and communications. I know what makes a story newsworthy, how to pitch it so it lands, and how to help organizations communicate clearly – whether they’re sharing good news, navigating a crisis, or shaping public perception
About Me
“The best stories cut through complexity, connect with people, and are remembered for how they made us feel.”
From the Newsroom to Media Relations
As a multimedia journalist, I’ve filmed, written, edited, and delivered hundreds of stories – often on tight deadlines and with high stakes. Along the way, I’ve built relationships with reporters, editors, and producers across Alberta and BC, giving me a rare dual perspective
- Inside the newsroom: I know what journalists need, when they need it, and what makes a story worth covering.
On the communications side: I understand how organizations can tell their stories effectively – with accuracy empathy, and impact.
Whether it’s pitching to the press, crafting public safety messages, or helping leaders communicate with confidence, I bring a blend of storytelling skills, strategic thinking, and newsroom credibility to every project.
“I’ve told the stories. Now I want to help organizations shape them – with the same urgency, clarity, and care that journalism demands.”
Work Experience
Mentored and led reporters while directing newsroom operations in the absence of the news director, running daily meetings, assigning coverage, and making editorial decisions. Edited and published up to eight stories per day, ensuring accuracy, clarity, and adherence to CP Style, SVO, and inverted pyramid formats. Transformed radio broadcasts from sister station Moose FM into clear, engaging digital news stories for web audiences. Reported on civic affairs, including city council and regional board meetings, delivering timely and impactful coverage. Produced daily video packages and social-optimized content, managing the full workflow from pitch to final edit in Adobe Premiere Pro. Delivered comprehensive sports coverage, including weekly feature videos and live event reporting such as the Crystal Cup Pond Hockey Challenge.
Independently reported, shot, wrote, voiced, and edited daily news stories under tight deadlines, consistently delivering high-quality content with limited resources. Produced multiple newscasts, building rundowns that balanced regional priorities with national relevance, and frequently stepped into larger-market roles to gain valuable newsroom experience. Coverage spans a wide range of topics—from highlighting Indigenous culture and history to exploring the complex interplay between environment and industry—always pursued with fairness, accuracy, and balance. Content is delivered across television, web, and social platforms, combining storytelling expertise with a keen understanding of audience engagement and cross-channel communication.
Education
British Columbia Institute of Technology (BCIT)
Diploma in Broadcast and Online Journalism
2020 – 2022
My Portfolio
Click the image to see the full story
“Southern Alberta residents face loss of ‘Border Road’ used for generations”
Local infrastructure, history, and community voice
The Story
A well-used rural border road in southern Alberta, long part of local life, risked closure or changes that would sever historic access. I reported on the stakes for residents.
My Role / Approach
I travelled to affected areas, interviewed locals whose lives depend on the road, and balanced that with municipality, transportation authorities, and cross-border officials.
I surfaced historical context (how the road has been used for generations) to heighten emotional resonance.
I explained legal, geographic, and regulatory factors clearly to viewers — what’s changing, why, and what the possible outcomes are.
I structured visual storytelling to make complexity feel tangible.
I maintained fairness: presenting both resident concerns and government constraints.
Result / Impact
The report elevated a relatively small local issue into broader awareness of rural infrastructure challenges.
It showed I can translate infrastructure, policy, and community tensions into accessible, human narratives.
It underscores that I understand how local stories connect to broader public planning challenges — a useful skill in communications and stakeholder outreach.
“Community rallies to support young Lethbridge girl awaiting heart surgery”
Turning community momentum into narrative energy
The Story
A local 11-year-old in Lethbridge was diagnosed with an undetected congenital heart defect and faced major surgery. The community responded with fundraisers, events, and public support. I told her story and the surrounding mobilization.
My Role / Approach
I framed the piece not just as human interest, but as a community response narrative — showing how individuals, small businesses, and organizations can band together.
I gathered personal interviews (with the girl, her family, organizers) and integrated data about health outcomes, cost burdens, and the logistics of care.
I created visuals and tie-ins (for instance, “Heart Warrior” shirts, fundraising events) that humanized and amplified the story’s stakes.
I made it easy for people watching to plug in (donate, share, attend events) by including calls to action and informational overlays.
I balanced tone — hopeful without glossing over the risks or challenges.
Result / Impact
The story increased visibility for the fundraiser and drove community engagement and donations.
It reinforced that I can take an inherently emotional topic and package it in a way that respects the subject, engages stakeholders, and motivates action — exactly the kind of storytelling a comms role needs.
It shows that I think beyond “story published” toward “message moved.”
“Protesters continue to rally against coal mining in Rockies”
When activism, policy and public accountability intersect
The Story
Around 100 protesters gathered in Pincher Creek, Alberta, to oppose proposed coal mining on the eastern slopes. The demonstration came in response to the provincial government’s plan to introduce a new, modernized coal policy — a move critics say threatens transparency and public trust.
My Role / Approach
I embedded with the group, capturing their rally, signs, chants and personal stories to give voice to the protesters’ concerns.
I interviewed community members, environmental advocates, and local leaders to present a range of perspectives — not just protest messaging, but policy context and counterpoints.
I worked to frame the story so that the audience sees both passion and evidence: showing why people are upset (environmental risk, sense of betrayal) and what the government claims it will do.
I anticipated government messaging and prepared follow-up questions to highlight mismatches or vague language.
I edited and packaged visuals (crowd shots, signage, landscape images) to support narrative flow, making the protest’s scale and locale clear.
Result / Impact
The piece raised public awareness about the coal policy changes and the opposition from local voices.
It prompted comment and reaction from stakeholders and broadened local media conversation about transparency and consultation in resource decision-making.
It demonstrates my ability to cover contentious public issues, bridge grassroots voices and policy, and deliver balanced, impactful storytelling — exactly the kind of narrative framing useful in a communications or media-relations role.
“Alberta Premier Danielle Smith addresses coal concerns during town hall”
When politics, public concern, and accountability collide
The Story
During a town hall event, Premier Danielle Smith addressed public concerns about coal development and its environmental and socioeconomic impacts. I covered the event and its fallout.
My Role / Approach
I captured high-stakes interactions (questions from citizens, government responses) to reflect tension and transparency.
I contextualized policy statements with data, expert commentary, and local implications (health, land use, industry).
I tracked follow-up commitments, clarifying which promises were actionable vs symbolic.
I anticipated media and public spin and framed take-aways for the audience: what claims can be tested, where accountability lies.
I wove narrative arcs: citizens raising issues → response → possible next steps / pressure points.
Result / Impact
The coverage framed the Premier’s remarks in the light of public scrutiny and policy consequences.
It demonstrated that I’m comfortable in political settings, can perform under live or semi-live conditions, and can frame messaging in a way that highlights accountability.
It signals to a communications employer that I understand both how governments try to shape narrative and how to draw out meaningful public dialogue.
“City of Lethbridge unveils 4 new Oki signs”
Cultural recognition through visual communication
The Story
The City of Lethbridge unveiled four new “Oki” signs (a greeting in Blackfoot) across municipal property to honor Indigenous language and presence. I covered the unveiling and community reaction.
My Role / Approach
I approached the story with cultural sensitivity and awareness, consulting Indigenous community members and ensuring voices of local First Nations groups were centered.
I situated the story in a broader context of reconciliation, municipal branding, and social inclusion.
I used visuals (the signs themselves, community reactions) to tell part of the story, letting imagery reinforce the narrative.
I asked critical questions: What does the signage mean? How will it be maintained? How are local Indigenous groups involved in decision-making?
I delivered under tight turnaround, coordinating with city PR, signage crews, community leaders, and editing for broadcast.
Result / Impact
The piece helped spark awareness and conversation about Indigenous presence in urban spaces.
It demonstrated that I can navigate culturally sensitive civic stories, amplify marginalized voices, and weave visuals and messaging into a cohesive narrative.
It signals that I bring both editorial integrity and community awareness — vital in media relations roles dealing with stakeholder communication.
“Piikani Nation Elders speak out against Crowsnest Pass coal mining project”
Balancing resistance, development, and cultural voice
The Story
Elders from the Piikani Nation publicly opposed a proposed coal mining project in the Crowsnest Pass region, voicing concerns about environmental, cultural, and health impacts. I led coverage of their protests and statements.
My Role / Approach
I spent time building trust with Indigenous leaders and elders to ensure their voices were heard, not filtered.
I contextualized historical treaties, environmental science, and local economic arguments to present a holistic story.
I made space for dissenting voices (industry, municipal leaders) to ensure fairness and credibility.
I framed the narrative as one of cultural stewardship and voices demanding accountability, not just opposition.
I organized the story to show both symbolic actions (ceremonial statements, protests) and hard data (impact studies, economic projections).
Result / Impact
The story drew coverage into provincial discussion on resource development and Indigenous rights.
It shows that I can report with nuance on contested public issues, respect stakeholder sensitivities, and package narratives that weigh multiple interests.
It positions me as someone who can handle high-stakes communications involving politics, environment, and culture.
“Chinook Regional Hospital patient placed in storage room due to overcapacity”
When systems strain, telling stories that hold both urgency and humanity
The Story
In early 2025, a patient at Chinook Regional Hospital in Lethbridge was temporarily housed in what was described as a “storage room” — an extreme example of hospital overcapacity. I covered this story, bringing viewer attention to systemic issues in health care.
My Role / Approach
I dug into hospital logistics, staff statements, and patient perspective to frame a clear narrative of how policy, infrastructure, and resource constraints intersect.
I interviewed the patient, hospital officials, and health experts, balancing emotional, human voices with factual background (wait times, capacity data, hospital policy).
I translated medical / infrastructure jargon into language the public could understand and act upon.
I worked under tight deadlines — coordinating shooting, scriptwriting, fact-checking, and editing in real time.
I anticipated questions from critics or alternative viewpoints and ensured all sides were represented (to establish trust and credibility).
Result / Impact
The report drew attention to hospital overcrowding and put pressure on regional health authorities to respond.
It contributed to public discourse on health infrastructure in southern Alberta, prompting further coverage and stakeholder statements.
It demonstrated that I can take a complex, sensitive issue and present it accessibly, responsibly, and with impact — exactly the kind of storytelling and messaging work that makes sense in media relations.
“Lethbridge drivers urged to slow down in construction zones”
When public safety, regulation, and community accountability meet
The Story:
In July 2025, Lethbridge police and city officials launched a public reminder urging drivers to slow down in construction zones after over 100 violations were recorded in just a few days. The story highlights rising concerns over safety in active work zones and local government efforts to enforce traffic regulations.
My Role / Approach:
I filmed and gathered interviews with both law enforcement officials and citizens to show how the issue was affecting daily life.
I gathered the data (number of violations) to demonstrate the scale, then communicated it clearly to the audience.
I used visuals (construction signs, roadworks, traffic) to anchor the story and make the threat of danger tangible.
Anticipated common questions — What are the penalties? Why aren’t signs enough? — and wove responses from officials into the report.
Maintained urgency but kept tone balanced: stressing public safety without sensationalizing, so the audience understands the issue and feels inclined to be part of the solution.
Result / Impact:
Raised public awareness of the risk posed by speeding in construction zones in Lethbridge.
Provided city officials and police with a platform for urging driver behaviour changes.
Demonstrated that I can work with regulatory bodies, use data, and frame public safety messaging — skills very relevant for communications roles where you’re trying to influence behaviour and policy.
“Lawful gun owners feel cheated by new federal firearms ban”
When regulation, identity, and public trust collide
The Story:
In December 2024, the federal government expanded its ban by adding 324 firearm makes and models to the prohibited list — a move aimed at curbing gun crime. However, many lawful gun owners felt blindsided and unfairly targeted by the change.
My Role / Approach:
I framed the story with balance: I interviewed affected gun owners, competitive shooters, and government/public safety officials to present multiple perspectives.
I highlighted specific personal stories — like a local shooter who now can’t practice — to humanize the policy implications.
I broke down technical distinctions (which firearms were added, regulatory boundaries, transfer and transport rules) in clear, accessible language.
I challenged vague or political statements by probing officials for clarity and accountability.
I wove narrative structure that started with impact (loss, frustration), moved to rationale (government justification), and ended with unresolved tension (uncertainty among owners).
Result / Impact:
The piece elevated the voices of lawful firearm owners while shining a light on the tension between public safety goals and perceived fairness.
It encouraged public discourse about how governments balance regulation and rights — a narrative relevant for policy, communications, and stakeholder management.
It demonstrates my ability to handle heated, polarized issues with nuance and integrity — a critical skill in communications or media relations roles dealing with contentious topics.
Feedback
What colleagues, managers, community members and stakeholders say about me
“I felt like I knew Jordan for years. She was professional, kind, calm, caring, and really knew how to have a natural conversation. I never felt rushed or pressured. I appreciated that.”
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
Contact Jordan Prentice
I would love to hear from you and discuss how my skills in storytelling, media strategy, and relationship building can support your communications goals.