No Money No Problem Newsroom Team
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This document provides guidance for journalists and newsrooms. It discusses key roles in a newsroom team and the differences between network affiliates and ownership. It also outlines what makes a story newsworthy and provides tips for generating story ideas, pitching stories to reporters, being interviewed, and maintaining relationships with reporters.
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No Money No Problem Newsroom Team
- 4. NEWSROOM TEAM ● News Director ● Assistant News Director ● Assignment Editors ● Producers ● Editors ● Reporters ● Photographers ● Video Editors
- 6. NETWORK AFFILIATE VS OWNERSHIP
- 7. WHAT IS NEWSWORTHY? “If a dog bites a man it's not news, but if a man bites a dog, you've got a story.”
- 8. TIMELINESS NEWSWORTHY: IDEAL 1 PROXIMITY 2 CONFLICT AND CONTROVERSY 3 HUMAN INTEREST 4 RELEVANCE 5 SERVING LEGITIMATE PUBLIC INTEREST OR CONCERN 6
- 9. NEWSWORTHY: REALISTIC CLICKS QUICK HITS VIDEO MULTIPLE INTERVIEWS AVAILABLE SUBJECT “EXPERT” AVAILABLE
- 11. “VIDEO IS LIKE PIZZA- WHEN IT’S BAD, IT’S STILL PRETTY GOOD”
- 12. VIDEO BOOSTS CLICKS (Conversions and sales) WHY VIDEO? 1 VIDEO SHOWS GREAT ROI 2 VIDEO BUILDS TRUST 3 GOOGLE LOVES VIDEOS 4 VIDEO APPEALS TO MOBILE USERS 5 VIDEO MARKETING CAN EXPLAIN EVERYTHING 6 VIDEO ENCOURAGES SOCIAL SHARES People share emotions, not facts 7
- 14. GENERATING YOUR STORY IDEA FOCUS YOUR ANGLE ● What’s the most compelling way to tell this story? ● Who would be the most interesting interview? What would be the best visuals? DO YOUR RESEARCH ● What facts can you add? Can you incorporate timely events or research? WRITE PART OF THE STORY ● In your press release, offer clever lead sentences SEE IF IT HAS BEEN DONE ALREADY
- 15. YOUR PITCH DETERMINE THE BEST WAY TO REACH THEM Where are they active? Always posting on Twitter: DM them! START WITH THEIR NAME Pronounce and spell it correctly TIE IDEA TO OTHER ARTICLES THEY’VE REPORTED ON SUGGEST NEWSWORTHINESS OF STORY IDEA. NOT YOUR BUSINESS OFFER ACTUAL TIMES YOU’RE AVAILABLE Ways to connect Press Kit
- 16. YOUR PITCH
- 17. DON’T FORGET THE NEWS
- 18. SEVEN DEADLY SINS: REPORTING ● Deception (to get information) ● Conflict of Interest (or appearance of) ● Bias ● Fabrication ● Theft (of information) ● Burning a Source ● Plagiarism
- 19. ADVERTISING ● Motivate with catchy concepts ● Control the content ● Exaggeration/distorted truth ● Expensive ● Repeated messaging ● People avoid ads PRESS ● Motivate with facts ● Provide information, reporters decide how it’s used ● Exaggeration can be DEADLY ● Cheap or free! ● One time chance ● People seek out facts/news VS.
- 20. Be respectful of the reporter’s right to make the decision. THE PITCH: RELATIONSHIPS 1 When you speak to the reporter, get straight to the point. 2 Be honest and transparent about your desire for the interview or the meeting. 3 If you can’t reach the reporter, avoid the temptation to call repeatedly 4
- 21. HOW TO BE INTERVIEWED ● 8-12 SECOND CLIPS ● OFFER YOUR THREE MAIN MESSAGES UP FRONT ● BRING A HANDOUT OF NUTS AND BOLTS FACTS ● IF YOU’RE NOT LIVE, REPEAT TO CLARIFY ● GIVE THEM YOUR CONTACT INFORMATION ● PRACTICE! ○ Speak slowly ○ Control body language ○ Wear non-distracting clothes
- 22. YOUR 8-12 SECOND QUOTES ● YOU’RE IN CONTROL ● BE THEIR EMOTION ○ Reporters won’t (shouldn’t) use flowery language and bias. You can be the emotion of the story. ● SUPERLATIVES! ○ Best, newest, first ● CUT THE COMMAS ● USE FULL SENTENCES. REPEAT THE QUESTION IF NECESSARY
- 23. THE FOLLOW UP ● REPORTERS WILL GET THINGS WRONG. ○ Weigh your relationship with the need for a correction ● MAINTAIN THE RELATIONSHIP ○ Don’t OVER pitch, but send valuable updates and story ideas. Even story ideas that don’t include you! ● SHARE AND TAG THE REPORTERS/STATION! ○ You’ll get liked or reposted, and they’ll appreciate it! ○ Create a “press” page on your website
- 24. BICYCLES QUIZ Which of the following topics needs more focus? 1 THE NEW SAINTS WIDE RECEIVER 2 NEXT MARDI GRAS’ MOST POPULAR THROW 3 THE OLDEST TREE IN GOLDEN GATE PARK 4
Notes de l'éditeur
- Hi - I’m Casey Isaacson, Co-Founder and Chief Creative Officer of Dig - The Dog Person’s Dating App. I’m Leigh Isaacson, CEO and co-founder of Dig. When we launched Dig, we had only enough money to build the app itself. We used our experience to get the word out about the app for free. Today- we’ll talk about finding and connecting with communities who will share information about your app. The key players that have helped share Dig for free to huge audiences: the press! Knowing the best ways to find and interact with the press is a great opportunity - but it’s important to know how to get your clear and accurate message across once it’s in their hands.
- Before Dig - we each had a few different careers. Casey: I was an art director at major advertising agencies with clients like American Express, Macy’s, and Sprint… Leigh: I was an investigative TV reporter in Syracuse NY for the ABC affiliate there, in Windhoek, Namibia for One Africa TV, and in New Orleans for the Fox affiliate. I got my master’s in homeland security and emergency response management and started teaching a master’s course in Media Terrorism and Disasters at Tulane University. Then I was the Regional Director of a large nonprofit out of Baton Rouge- The Coastal Conservation Association of Louisiana. One thing you’ll notice here is that I look nothing like what I used to when I was on the news as a reporter. One major difference being - my hair. That is purposeful. On tv as a reporter, you want your story to be memorable - not your wild curls. When you’re on TV for your business - it’s another story.
- Leigh: When you’re on TV representing your business - it’s all about standing out and being memorable while also conveying a clear message. I took my strengths as a communicator and my experience in the TV world and turned that into an asset for Dig. Casey: We like to say Leigh makes things sound good, and I make things look good. Together, our strengths are a real asset. We’re able to get the news what they want, in a way that looks and sounds good enough for the press. Leigh: We’ll go through now how build relationships with the press, how to pitch a story, and get all of that free advertising.
- Leigh: First - there’s one thing everyone needs to know about reporters. They’re very busy, often overworked and tired and underpaid. They’re extremely important to connect with, but they’re not your only option. This is a picture of a newsroom morning meeting. You have news directors, producers, photogs, digital content producers and more in a room all debating what is important to cover that day. There’s the agenda items like the mayor’s press conference - and then everyone pitches. Reporters bring their ideas to the table every day - but everyone else can as well. It may be much easier for you to reach an editor or a morning producer at a station or press outlet. You can find them often on twitter or linkedin - with a lot fewer followers.
- Leigh: Here’s a case for not pitching reporters all the time. Someone captured this sad picture of me in the middle of a giant water main break. I couldn’t find my rainboots in time so I’m standing there in snow boots from Syracuse in 100 degree New Orleans heat, and they’re soaked through. That day, I was called into work a few hours early to race over to this scene because another reporter had called in sick. When I started, I was making 24 thousand dollars a year and working odd shifts for often way longer than an 8 hour day. Producers, on the other hand, sit at the comfort of their desks! They may be more likely and happy to engage with you about a story idea.
- Also - yes - I am talking about local news. On purpose. When you’re pitching a story, do not discount your local news. They have many many connections and your story could quickly take off. In this example, channel 6 airs in new orleans. They’re also a NBC affiliate - which means NBC national can pick up their story. Once the national news picks it up, even just to put it on their website, any other NBC affiliate can pick it up and play it as well. They’re also owned by Hearst Television, so all other Hearst TV stations can share with each other and play at their 42 stations across the country. They’re also a CNN affiliate, so CNN and other CNN affiliates can do the same thing. Casey: When Channel 6 in New Orleans did a story about Dig when we first launched, it ended up on almost all 42 TV stations, on all Hearst TV websites… giving us a huge boost as soon as we launched on the app store.
- Casey: Here’s a classic quote they tell you in journalism school: “If a dog bites a man, it’s not news. If a man bites a dog, you’ve got a story” Leigh: So how do you get on TV? Time to think like a reporter! You have to pitch them a newsworthy story - don’t just pitch your business. So what is *newsworthy?
- Leigh: Ideally - Here’s what reporters look for in a great story. It has got to be timely. I had a professor say if it’s not new its old. And it’s news not olds. Casey: Proximity - it has to fit into their audience. For TV news, that’s literally a distance around their market. It helps to know the demographics of that market too. If you’re pitching a noon show producer in New Orleans, know that they usually cater to older people who flip back and forth between the weather channel. Leigh: Conflict and Controversy. Are you disrupting a norm? Does not everyone agree with what you’re able to say? Casey: Human Interest - for us, this one is easy. Dogs rule on tv. Same with babies. Another way to think about this is think in superlatives. Are you the best at something? The first? The fastest? Leigh: Relevance - how does this story tie in to something they may already be covering? Or something another city is dealing with that may happen here? Also - Does it serve a legitimate public interest. For us - app users and their viewers can learn how to safely introduce their dog to another dog through our tips and tricks, and all dogs shown in Dig marketing are available for adoption from Louisiana shelters, etc. If you can hit on these ideal points - you’re in great shape. But that’s not all a reporter considers.
- Leigh: You have to consider the realistic side of the news business as well. Realistically, reporters are pressured from the top down to produce stories that provide clicks. If you’re pitching a story to a news reporter about your business, it’s probably not in a crisis situation. They’ll look to you to provide something easy to cover, exciting, emotional, visual that will lead to eyeballs and clicks. Make it easy for them! Offer them video they can download and use already of screenshots of your app, have multiple people with different expertises lined up and *available for interviews if they want. Realistically, they’re going to do the stories that are easiest for them to cover.
- Leigh: I’m sure you have all seen this breakdown. News stations know how hard it is to break into this data world just as much as we all do trying to market our apps. We all know, and reporters know, video is a great way to breakthrough. Offer the reporters video they can use, and offer it in forms they can use on different platforms - size it for snapchat, instagram, etc. Casey: Do the work up front for them so it’s easy for them to push it out to their communities across all of these channels. We make video walk throughs of Dig that can play on TV or in different formats. We have social posts that they can use that feature photos of adoptable dogs and share information about Dig that they can post on twitter or instagram when they’re promoting their story that day. Be up front with them: say here is a video formatted for you to post easily on your station’s snapchat - and most likely - it’ll make it on.
- Casey: No matter what - Reporters know that video will help, and they’ll often use what you give them! Even if it’s shot last minute on a cell phone. Just try to hold it steady. If it’s for a TV station - make sure you’re holding your phone horizontally.
- Leigh: You all likely know this - but just wanted to hammer home this point about video. Reporters hear from the top down that they need to have video options for all of these reasons. Video Boosts clicks - leading to conversions and sales for us, and better ad numbers for them. Casey: Free video for them is clearly a great return on investment. No time or resources needed if you give them what they need up front. Also, it’ll help them in their own search since google loves videos. Leigh: TV stations are trying to appeal to the digital first, younger crowd with their apps and digital content. They know that video appeals to mobile-first users. Also - if you have an explainer video for them to use - that’s less for them to write! We see people post the walk through of Dig that we provide rather than typing out how to use a dating app. Casey: news stations also see that they’ll get more shares when they use our video - even when just tweeting to promote an upcoming story. They’re especially happy to share the dog videos we provide them, which gives them a happy video or story to promote on their feed. Leigh: Reporters and digital producers are taught this. They know Adding a product video on your landing page can increase conversions by 80%. Nearly everyone has watched an explainer video to learn more about a product or service. And in one survey - 76% of users say they would share a branded video with their friends if it was entertaining.
- Check this out! This was a hail storm at 2am being shown on twitter by a local news station. Clearly, you can’t see anything - but still in the bottom left you see: 541 people were watching a black screen of hail from 2am that day when they posted it at 9:30
- Casey: So what’s important to remember when you’re coming up with your story idea? First, what’s the most compelling way to tell a story? Who would be the most interesting interview and what would be the best visuals? Do your research. What facts can you add up front? Provide them with the facts and the sources for the facts. We have a full research deck we provide reporters about the pet and dating industries, and they most often take quotes directly from our deck. You can incorporate timely events and research into your pitch to make it more relevant. Also - go ahead and write part of the story for them. Offer catching lead sentence or for us - great dog puns- and you’ll often see your words taken verbatim. It’s also important to double check your story hasn’t been done already by the outlet your pitching. You’ll need to change it up if so.
- Leigh:
- Your pitch: Finding the *all of the right outlets. Consider all of the communities you are apart of professionally and personally. You’ll see in Dig news - that reporters often start with how Casey and I are personally connected to their community. In Boston news - “two sisters who grew up in newton” In philadelphia it’s “Leigh Isaacson - who was born in Philly.” Do a deep dive look at your own communities you’ve been apart of. That connection to readers and viewers is ones of the key ways to connect with their audience. Are you a runner? Mayber runner’s world is interested in a story from a business run by an avid runner. We’ve been in the Jewish newspapers in Boston - they started with what temple we went to. There’s outlets dedicated to news from start ups, religions, alumni groups, and much more.
- Leigh: Most of all - make sure you’re mindful of the news of the day! Don’t try to pitch a story to new orleans sports reporters the day Boogie announces he’s going to the Warriors.
- Leigh:
- Casey: Coming from the advertising world - it can be hard to let go and let the press take control of the story. But there are some major differences you need to remember when you’re working with the press: While we usually motivate people with catchy concepts, the press is trying to motivate people with facts. In the ad world, you can control the content. When the press takes over, they get full control over how they’re using the information you provide. Advertising can have some exaggeration, but in the news exaggeration can be deadly and cause viewers to lose trust. Important, though, advertising is expensive! And the press is free! In advertising, you can have your message repeated and played often. In the press - you’ve got a one time chance to be as clear as you can. Also important to remember, although people may try to avoid advertising, they are seeking out the press. You’ve likely got an active audience.
- When you do get an answer that someone will cover your story - you’re able to start building that relationship. This is important to make sure your message is delivered correctly, and they may be a great resource for you in the future. So consider these points: Be respectful of a reporter’s right to make a decision. Maybe they don’t want to interview the CEO of the company but just a user on the app. When you’re talking to them, remember they’re busy. Be upfront and get to the point about this press opportunity. Not need to small talk in the email asking how they’re doing. They likely won’t answer. They’ll also appreciate your transparency when you say you’d like to connect with their viewers and do an interview to help spread the word about his awesome story, etc. This may sound obvious now, but do not repeatedly call and email the same reporter with the same story. Resist that temptation. If you can’t reach that reporter or station for that story, move on.
- When you do get to the point that you’re going to be interviewed - be ready! Know that reporter will use 8-12 second clips of what you’re saying. That’s on TV and in the newspaper - the sentences come out to the same length. On TV, reporters shoot for a minute and thirty seconds for a full story. That means you may have at most - 3, 8-12 clips that make it on. Think about what, ideally, you’d like these to be ahead of time. Then, feel free to tell the reporter “hey - Im nervous and want to make sure you have these points. Mind if I tell you a few things up front?” Very likely they’ll say no problem! And here’s a trick of the trade: later, when that reporter or a producer is going through the sound deciding what soundbites they want to use - they’ll often take the first two or three bites that are spoken well and work that into the story. So, if you have them right at the top of your interview, there’s a good chance they’ll make it. You can also bring them a handout of key information you don’t want them to mess up. Not a whole brochure - but bullet points on key dates or names they won’t need to look up and potentially get wrong later. If you mess up when talking, if you’re not lie don’t forget you can pause and repeat to clarify! It can be hard to remember that in the moment. Always be sure to give them your contact information and be available for them to call and ask more questions. Pracitce! You only have 8-12 seconds, but you still need to speak slowly or they won’t use it. Control your hand motions so they’re not distracting and try to wear non distracting clothes. You want people paying attention to your message and not anything else. Unless - your message is on your shirt like ours (Dig - The Dog Person’s Dating App)
- Casey: You have a lot of opportunities to make the most of your 8-12 seconds. You have the floor, feel free to anwer or not answer exactly what they’re asking. They cannot add bias to their own writing - they have to try to be impartial. But the quotes are an opportunity for them to add emotion into the story. You can fill an important role in being able to tell their compelling story. Reporters like when you use superlatives! Are you the fastest? First? An easy way to help ensure that they’re not going to cut up your sentence is by cutting out your commas. Talk like this to get your point across. Make sure you’re using full sentences when answering their questions or they’re less likely to use the clip. You can repeat their question if necessary.
- Leigh: After the story - think about maintaining that relationship. First, reporters will regularly get things wrong. If it’s not crucial to your business like the wrong name or website, leave it alone. Weigh your relationship with the need for a correction. You can work on building the relationship with the reporter by offering future story ideas - and they don’t all have to include you! They’ll appreciate if you connect them with someone else and a story idea- and will be more likely to reach out to you as an expert subject for their stories in the future. Also, don’t over pitch them. Read the room. Help them out after by making sure you’re tagging them when you’re reposting, etc! Also, feel free to send them an update that their story will be on your website or going out to your email list, etc. They’ll appreciate the shares and often will retweet your post about the story, too.
- Pop Quiz!