Valley PR Blog

Changing face of TV

By Charlotte Shaff on June 29th, 2009 In Advice

I used to really miss working in television. But as I see how much it is changing, I am thankful to be out and doing something else I have a bit more control over. Since a lot of my friends are still in the industry, I hear a lot of what is happening in the newsrooms. They are stressed out. They need help. So, I thought I’d offer a few reminders and tips when dealing with TV reporters and producers these days.

1. MMJs are all the rage. In case you didn’t know, MMJ is a Multi Media Journalist. They will not only report on a story, but also write, produce, shoot and edit the story. (This kind of job used to just be something we saw in smaller markets.) As stations cut back, they have to find ways to make the most out of their staff. I can’t say this is the best thing for the quality of the story all the time, but its reality. I highly suggest having specific visuals, talking points and information available when the MMJ arrives. Turnaround time is usually same day for the story, so whatever you can do to make this story almost written and done for them before they leave is great.

2. Read the paper and main internet sites for client tie-ins. Sadly, I hear more and more producers and reporters calling me and saying “I read this article and wondered if your client could discuss this topic?” Even if I have ten great originial ideas, they don’t always seem to pique interest as well as the published story. I saw it happen when I was in TV seven years ago, but it seems to be getting worse. Maybe its because its so easy to take the idea from an article and just put a local spin on it in a quick story? A reporter friend of mine said she’s seen assignment meetings where the paper is opened and a producer just points to a story and says “lets do this one.”

3. Good deeds do get noticed. I have found that when my clients do something good, they can get some coverage. So, keep spreading those feel-good stories. It may show up as a VO-SOT, but its exposure.

4. Free is Good. I can’t stop expressing the importance of FREE. If your client is doing something free…you get a mention. Food for on-air staff works great wonders too. (Don’t forget the hardworking folks behind the scenes, too.) Prime example of instant mentions….Sprinkles Cupcakes. It seems they have a new cupcake for every occasion and holiday and I always hear about it.

5. Be urgent and be a source. Whatever you can do to help a producer or a reporter, do it. And urgently. I have quite a few folks who go straight to me for help on a story, no matter if my clients can help or not.

What other situations and tips have you encountered as the tv newsrooms get smaller and the needs get bigger?

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