As a part of our program for our communications extern, from Texas A&M's College of Veterinary Medicine, we spent an afternoon in a major market newsroom. Watching firsthand the beehive of activity at KUSA - the Denver NBC affiliate - was fascinating. Observing the amazing technology and experiencing the energy level of these news professionals was something that I will never forget!
So...why is this important to you? One of our goals is to help make you a great source for your local media and getting a glimpse inside the "belly of the beast" yesterday gave me some interesting insights I would like to share with you.
If you have attended any of Dr. Jim's Media Training seminars over the past few years OR if you have taken the ASVJ Examination, you know that reporters and all news people are VERY busy! Dr. Humphries always says "news is NOW" and boy is that the truth. Everything is "urgent" and a bit crazy (kind of like an emergency clinic) and if you aren't ready with what they need when they are, they will quickly move on to someone who is!
I saw ALL of this happen in the span of just 4 hours yesterday!
The editorial meeting to plan the 4, 5 and 6 pm newscasts started at 2 pm. It was controlled chaos but it had a purpose and a goal. Producers and reporters were pitching ideas to the news directors who were trying to insure that there were enough resources to cover the various topics. At the same time, most producers had their iPad, tablet, smartphone or laptop open and they were constantly browsing Twitter and Facebook for new "leads". (A great reason why you should be posting our news stories on your social media constantly - BE on their "radar") Nothing was discussed for more than 2-3 minutes and information was flowing fast. Now...throw in some breaking news (car accidents, fires and the chief of safety for Denver resigning suddenly) and the situation actually gets intriguing!
We were able to then be in the control room for the 4 pm newscast. Due to automation, this nerve center used to require 6-8 people, but can now be controlled with just 2 or 3. Plus the producers have less staff and are asked to produce more news content. This means that your media contacts (and the people who make the decision about your story) are busier than ever!!
So...how does this help you become a good source for them? First, understand that they are busy and multi-tasking like no other person. So, when they call you to set up an interview, do your best to take that call and help them with the story. The reverse is also true, if you call them to pitch a story idea, get to the point within seconds, hand them 3 key message points and you are done - they can make a decision from there.
So you can see, they really appreciate a story that is "ready to go". You don't have to sell them on the whole story - only headline facts. If they like the idea you will have time to give them the full message points (like we produce for you) and they will love you for it. Plus having these message points to practice your concise delivery is THE best way to prepare and make yourself look like a media pro!
Understand that news happens all the time. Don't be discouraged if the story they said they would do doesn't make it to air. They don't discard anything and that story may run at a different time. Often they need more content (slower news day)...and your story may come "back to life". These folks have great "mental Rolodexes" and if you have been a good source who doesn't pester them for "publicity" or worse yet "self-promotion", the odds are good that you will get called some day for an animal related issue. Don't forget, you've made the contact and they will often need a quick response and they have your contact info - they will call you.
You might not want to hear this, but these news people are technology and social media addicts. If you can develop a strong online and social presence, they will follow you and use you for story ideas. Not a single one of these folks were without their smart phone at any time yesterday AND they have set up an entire "web" department to monitor and utilize information found online. Bingo - if you want to be in your local media, you must be in the social media flow. Thankfully, you all already know where to turn when you need assistance with social media!
One last note: when I asked the news director if having credentials such as an ASVJ certification would make a difference in my credibility with their news decision making, his response was "Absolutely yes!". Dr. Jim and I would again like to encourage you to become ASVJ certified to give you one more edge toward getting inside the "belly of the beast" and delivering your great stories to a mass audience.
Let VNN help you do this, and your practice will thrive from publicity you can't buy.
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