Archive for May, 2012

Journalists Should Follow Their Dreams. And I Mean It!

Wednesday, May 9th, 2012

Journalists Should Follow Their Dreams. And I Mean It!

 

A fellow reporter introduced us to “his” intern from Arizona State University. The intern walked into a cesspool of cynical people sitting in their seats. As if fathers warning their sons, several people surrounding me warned the intern to re-direct his career path away from broadcast journalism.

When the reporter introduced the intern to me, I told him to “follow his dreams.” The group exploded in laughter. I unintentionally tried to inspire the college student with words said in a deadpan fashion. I portrayed myself as a beaten man giving one last thumbs up before my head disappeared into quicksand. Until the day I left the TV station, co-workers randomly told me to “follow my dreams.”

I genuinely meant, “follow your dreams.” I know firsthand broadcast journalism isn’t always glowing in the glory of Walter Cronkite. Instead of regularly saying thank you for your contributions, some stations simply hope you appreciate being employed. Instead of handing you a company credit card for out-of-town stories, some stations will want you to pay up front and ask you, if you forgot to obtain an itemized receipt, to call the restaurant and request someone to fax the necessary documentation related to your meal. (The restaurant may hesitate to help you because the station required you to give the nice waitress a tip you consider to be low.) While some stations are happy to try to meet your vacation requests, others will ask you to calculate every day off a year in advance. While some stations will congratulate you on a new job and notify the public of your part in the company’s success, other stations will view anyone who leaves as a cousin of Benedict Arnold. While some stations will watch your time with James Bond technology, other stations will define your efforts by quality not quantity. And some stations simply pay better.

Young journalists shouldn’t walk into any job as if they landed on a new planet of shiny, happy, perfect people. But young journalists also should follow their dreams and never let a disgruntled news veteran discourage them. Most of my college classmates in broadcast journalism never tried for their first job after hearing the salary and the small city they might initially live in. I, on the other hand, rented an apartment in North Carolina, drove about an hour each way to work and smiled like a young fool filled with passion.

Follow your dreams. I mean it. And if a station inexplicably takes months to reimburse your out-of-town expenses after you light up the airwaves with a series of awesome live shots, don’t worry. You’ll eventually get your money … I think.

Some Social Media Blogs Are A Bunch Of B.S.

Tuesday, May 8th, 2012

Some Social Media Blogs Are A Bunch Of B.S.

 

Some social media blogs remind me of a game of musical chairs. The author re-arranges the words but tells me nothing new.

Some businesses don’t want to invest time in social media. So they hire someone. Some businesses approach social media as they would direct mail or a billboard. So they should hire someone. But social media doesn’t need to be complicated. Some people simply make it that way.

Good social media strategy doesn’t seem much different than strategy used by door-to-door salesmen decades ago. Good salesmen didn’t knock on doors and shout “buy, buy, buy!” They tried to make a personal connection with people who opened the doors. They tried to provide useful information. They offered pictures and demonstrations, which businesses now post on social media. Good salesmen also hoped to create fans. For the most part, social media is similar but on a different platform. The biggest difference between then and now is measuring return on investment.

Social media: Keep it real. Keep it a source of information. Try to start conversations. You don’t need to get fancy.

 

Media Relations: Our Interview With The Guy Who Got On The Tonight Show

Monday, May 7th, 2012

Media Relations:  Our Interview With The Guy Who Got On The Tonight Show

Dr. Grey Stafford of the Wildlife World Zoo & Aquarium appeared on The Tonight Show. The Flip Side Communications interviewed him via Skype about beating the competition with your story pitch, what to include in your pitch, creating a connection with the media, how pitching a story is like the stock market, the most challenging part of a story pitch and tapping into a TV personality.

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Media Relations For Businesses: Journalists Have A Need For Speed

Thursday, May 3rd, 2012

Media Relations For Businesses:  Journalists Have A Need For Speed

 

It’s 10:52am and a TV producer is asking if one of our clients is available for a shoot. But when?

“Before 12:30”

“Today or tomorrow?” I ask.

“Today” is her one-word answer.

I have essentially one hour to contact our client, confirm he is free, ensure he can meet at the producer’s requested location and check if the location will let a TV camera inside.

This is the Bermuda Triangle where many businesses and PR pros get lost. When I reported on air, I often called a business or public relations representative and explained the station wants to shoot today, within an hour or two, a previously discussed pitch. The business often couldn’t fulfill such a request. PR pros couldn’t quickly connect with their clients. They lost opportunities. They asked if the station could shoot the story the following day. The following day, the station typically moved onto the latest, greatest idea.

Journalists have a need for speed. Businesses who are serious about obtaining media coverage must expect the unexpected and be ridiculously flexible. Public relations firms must explain this to their clients ahead of time. Journalists don’t often care about your schedule and the game of musical chairs you must play to meet their requests.

In my case, I reached the client, I got him to the requested location and the location welcomed the TV camera. Maybe I enjoyed some luck. But I also prepared our client for moments such as this. He understood. You can’t be picky. So get ready for a quicky.

 

Media Relations: Who’s Your Daddy? Editors And Producers Are!

Tuesday, May 1st, 2012

Media Relations:  Who's Your Daddy? Editors And Producers Are!I routinely annoyed one of my former TV managers by saying we worked in a producer-run shop. I was arguing producers normally made the final call on which stories to cover. She didn’t enjoy it when I made this point. But I seldom recalled situations when reporters covered stories producers didn’t like. However I remember countless times producers assigned stories reporters didn’t like.

Here are some replies I’ve received from reporters who liked my story pitch:

“Uh u know as well as I do, what I think doesn’t matter.”

“I like it, but these producers don’t listen to me.”

“They didn’t bite, sorry!”

“My producers passed on this idea.”

Journalists sometimes don’t actually like your story idea. They fault editors and producers to avoid the awkward moment of saying they don’t like the pitch you spent so much time crafting. But I attended many editorial meetings when reporters passionately pitched someone’s idea. Co-workers nodded their heads in approval. But a producer sat in silence planning to justify why something you didn’t care about was more significant. Yes, the argument may have contradicted the rational he or she gave only a week earlier, but you could see out of the corner of your eye the cane preparing to pull you off stage.

Reporters may get some of the glory. But editors and producers often wield the wand of power. Getting a journalist to pitch your story is only half the battle. Getting the producer you can’t see to say yes is how you achieve victory. Learn what producers want and what they think makes a good story. Just don’t be exasperated if what they want changes from week to week. Because producers will tell you it doesn’t matter what they think. The managers don’t listen to them.