(Note: This is NOT the reporter in question)
We recently spent a quiet moment talking to a talented and harried local TV news reporter. We asked, off the record, about what he/she likes about the job and more importantly, how we could help him/her do a better job of telling stories. We also wanted to share these insights with our clients and friends to ensure all of us are better prepared when we reach out to reporters. Here’s what we heard…
What would you tell people you interview?
I wish they knew that the rehearsed answer and/or written statement that they read on camera sounds terrible. It will never get used on TV. We are looking for a natural, heartfelt answer.
Clients want to get it right. What shouldn’t they do?
I wish people wouldn’t worry about where we shoot the interview and would stop telling my photographer where we should stand. My photographer has been doing this for a long time and knows what to do.
What makes you crazy during a shoot?
I wish people wouldn’t go off on tangents. I am looking for a 10-13 second long thought. Sometimes they will start off great like…
“I am so outraged that these potholes aren’t being fixed…”
and I am hoping for “…because…..” Instead, a soundbite killer would launch into a story like…
“…MY son in law did some research on this and found that on the East Coast they have a different kind of gravel that tolerates SUV’s better than what we use in California but because our lawmakers voted on this to take care of the three toed slug …”
Interesting, yes. I wish I could use it. But I get 90 seconds on tape. Max.
When pitching…what what should we focus on?
Well, this kind of makes me sad but the TV stations love animal stories. More even than stories about children. We will get calls or watch a GoFund me account skyrocket to save a dog instead of a child in crisis. Sad but true. So, animals!
What kind of story do you wish you could cover more often?
I call it ‘a talker.’ It is a story that makes you go hmmmm. No one is hurt. No plane crashed. But there are two very interesting sides to the story and it will have you walking away wondering what you would do? How do you feel?
What is the story that is guaranteed to get on your newscast?
Weather! 100% of the time. I would love for someone to explain this one to ME!
(No pandas were harmed in the making of this post)