Keep in mind, however, most news rooms throw out most press releases. To get your story on the air, let’s start with a bit about how news rooms operate.
Most story ideas are discussed and debated during the editorial/assignment meeting. Twice a day, assignment managers, producers, reporters, anchors, news managers and sometimes photographers meet to discuss the news that will go in those shows. Reporters and producers are expected to come with story ideas; everyone is invited to participate. Often times, however, “the desk” (assignment desk manager) pitches most of the ideas.
The assignment desk is the news room’s nerve center. News tips, story ideas and press releases get emailed to the desk. The desk often fishes for and floats around story ideas on Twitter. Most phone calls go to the desk. The desk is the news room’s biggest resource, but not your only one.
If you have an “in” with a reporter or a producer, use it -- wisely. They love going to the meeting with a good story idea nobody else has. But how do you decide whom to send your story to?
TV is a numbers game. It survives on ratings and demographics. Each show is produced with a specific target audience in mind. The goal is to pitch your story to the producer or reporter who is most likely to care about your story. Producers try to carry-over the audience from the preceding program to their show. For example, if Oprah runs from 4pm to 5pm, the producer of the 5pm show will try to keep the Oprah viewers from tuning out. This is why programming is so important. If a station has a good “lead-in,” (the show before the newscast) then (theoretically) many of those viewers will stay tuned for the news cast. So think about which lead-in (and thus newscast) best fits with your subject.
Does your story involve a mystery, intrigue or something that might be relevant to folks heading to work the next morning? If so, your story might “play well” in the later newscast – the one following CSI, Nightline or a similar program. If your story appeals mostly to women or moms, try pitching your idea to one of the early afternoon producers.
And don’t forget the weekend. Often, the person who is producing or working on the desk during the week is not the person who is in charge over the weekend. If you have an event taking place over the weekend, pitch it to the weekend producer.
Tip: Keep in mind that some shows have more time to fill than other shows. Morning and weekend broadcasts typically rely on a smaller staff and there is often less news going on. If you can pitch your idea to one of these shows, you might have a better shot at getting on the air.
Get creative. Morning shows, specifically weekend morning shows, often use a lot of “live” guests. Make this work for you. If you are holding an event (say a dog show) Saturday afternoon, then offer to appear on the Saturday morning news with one of your top dogs. This helps the producer and it gets you on the air.
I would also suggest knowing the brand of the media outlet you're pitching the story to. If you're pitching to a hard-news station, like the one I work, taylor the pitch to focus on the hard-news angle.
ReplyDeleteAlso, don't be afraid of using social media methods to pitch stories - to make that connection in the newsroom. Companies like PitchEngine.com allow you to take the traditional press release and make it available on many social media platforms.
Great point! Some stations focus on hard news more than others. Stations can also have a bent toward breaking news, crime, politics or human interest stories.
ReplyDeleteThe same thinking applies to the various shows the networks air. The network morning shows have an entirely different format and objective than the evening broadcasts.
As for how to use social media to pitch stories and keep reporters informed, I've got more to say on that. Stay tuned.
Like your tips on using more strategy when making pitches to TV news stations. PR people need to know their audience AND know the inner workings and motives of the media outlets they are pitching.
ReplyDeleteWhat advice would you give to people who want their news or events covered on one of the morning or weekend newscasts? Typically the news crew is different and smaller on the weekends, right?, and I know the morning and weekend in-studio news spots often fill up quickly.
Kim,
ReplyDeleteContact the show's producer a day or so in advance. Morning producers get into work around midnight and stay until shortly after the show is over.
As for weekend producers, don't be fooled by their title. They work during the week and start thinking about the news they will have in their weekend shows on Thursday and Friday.
Word of caution: Don't call a newsroom right as a show is getting on the air or during a big, breaking news story. Everyone will be too focused on whatever is most immediate.