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Volume 8, Issue 1
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72% of Stations and Networks
Experiencing Layoffs in the Last Year
by Lynn Harris Medcalf
A new survey of 50 randomly sampled
radio news directors, reporters and assignment editors
in the top-50 markets, finds that nearly three out of
four radio stations and networks (72%) surveyed have
experienced layoffs or consolidations in the last year.
When asked how stations have handled the reporter shortage,
77% said they have had to assign more work to the reporters
still on staff. Others report they have become more
reliant on affiliates and networks or re-arrange newsroom
schedules.
For most newsrooms, the effect
of layoffs and consolidations seems to result in less
time to prepare for news reports. In fact, only nine
percent of stations spend 30 minutes or more preparing
their news reports on a regular basis, with nearly half
of respondents reporting that as little as five to ten
minutes can go into each report.
With layoffs and consolidations
becoming more common, radio reporters are relying on
outside sources for news content. When asked what type
of content they look for on news websites: 39% of respondents
said they look for both timeliness and local angles;
33% say timeliness; and 28% say local angle is important
to them. When asked which websites they visit most often
for gathering news content, radio stations report the
top five websites as: 1. www.ap.org; 2. www.abcnews.com;
3. www.cbsnews.com; 4. www.upi.com; and 5. www.wsj.com.
Three out of four stations and
network affiliates surveyed reported having visited
Internet sources, like www.radionewssource.com,
News Generation's content website, for story ideas.
Forty-six percent said if they knew that there was a
website with story ideas, soundbites and interview segments,
they would visit it.
Follow Up: A Critical Component
of Media Relations
by Susan Matthews
Apgood
When gearing up to do media relations
work, many PR folks focus on writing the release, pitching
or distributing the story to a list of media contacts,
then cross their fingers and hope media outlets will
pick up the story. Sometimes the story does receive
a lot of pick up and coverage. However, there are many
times when coverage is minimal or nonexistent. By the
time a PR professional is making their assessments about
the outreach, it is often too late, stations have moved
on to the next story.
One major component missing from
many media relations campaigns is follow up. Follow
up is a critical element of a project's success. If
you are going to take the time to write a pitch, get
client approval, send out a release, set up interviews
or feed a story, why not go that one extra step and
follow up to get some feedback about how stations used
your story? Or, more importantly, if they didn't use
the story, why not?
Follow up with reporters can provide
information that is valuable to both you and your clients.
If a pitch does not resonate with a reporter, find out
why, so next time you pitch the station, you can present
the information in a more compelling manner that fits
their needs. Reporters are a PR professional's best
resource and greatest ally when it comes to providing
feedback on pitching and content.
At News Generation, we complete
comprehensive follow up on all our stories. Not only
does it help with the current story we are working on,
but we are able to draw out information on trends and
become more in tune with reporters' needs, making us
a better resource for our clients.
How to Get a Hit When You Pitch!
by Martha Sharan
Stop and think. Hundreds of e-mails
and hundreds of faxes are streaming into a radio newsroom
or crossing a morning show producer's desk, and you
expect a call-back from a station for a guest you're
booking. Good luck! Radio newsrooms just don't work
that way, but here are some tips on what does work.
First, fully familiarize yourself
with the project you are pitching and the spokesperson's
background, so you can come up with a solid angle for
your pitch. Make the logical geographic or local connections
for the markets you are pitching whenever possible.
Local angles to news stories are of great value to reporters
and producers.
Next, go through your media database
and make sure the topic fits the format of the shows
on your list. Today's radio station formats are designed
to reach a specifically defined segment or niche of
the listening population, based on demographic criteria
such as age, ethnicity and gender. The majority of the
time, if the subject matter fits the format, you have
a ready-made booking.
Getting a reporter or producer
interested in your story won't happen without a phone
call though. Less than five percent of the producers
we pitch on a regular basis respond to e-mails or fax
notifications without getting a call from us first.
Producers and reporters are just too busy to respond
to all the pitches that come their way. It's our job
to pick up the phone and call, chitchat, and cajole
if need be! Understand that there is a fine line between
being a nuisance and a valuable tool to help producers
create a great radio story.
Lastly, take the time to develop
a relationship with the reporters and producers you
are pitching. Remember the convenient times of the day
to get in touch with them, their likes and dislikes,
hobbies, etc. You'd be surprised how many times a guest
is booked on the basis of a host's hobby or outside
interest. A perfect example is the Mark Barnicle Show
on WTKK-FM, in Boston. Here's a strictly politically-oriented
show — yet, when master craftsman, Norm Abram, was available
for interviews, he jumped at the chance to get him on
his show because he loves woodworking and is a big fan
of Abram.
Always remember, this is a "people"
business — don't sound like a robot with a memorized
script, put some personality into your pitch and interaction
with stations, and you'll score a booking!
Radio's Outreach on the Web
by Curt Gill
It is hard to imagine any industry
not having made an effort to take advantage of the far-reaching
capabilities of the Internet, and radio is no exception.
Benefiting from the technical advances of audio streaming,
virtually all major radio stations have crafted a presence
on the World Wide Web. In fact, you would be hard pressed
to find even small market radio stations not enjoying
their own spot on the Internet. The beauty of a station's
unique call letters has allowed nearly all of them to
have an instant web addresses by simply inserting their
call letters between "www" and ".com."
Most of the sites are simplistic
in their approach. They provide a program schedule,
links to their various advertisers and the ability to
stream live audio. But as more and more people are going
to the web to listen online, the sites have become more
elaborate.
Transplants can now listen to their
favorite station from back home. Sports fans can pick
up the live play-by-play of the game even if they cannot
find it on their radio dial. The possibilities are limited
only by the imagination. Some stations, like WHFS-FM
in Washington, DC, have found permanent homes on the
Internet after their traditional radio wavelength was
changed to a new format.
Radio and the Web look to have
a long and prosperous life together and there is no
reason to believe that radio will do anything but benefit
from this partnership.
Spring into Spring
Having trouble bringing relevance
and strength to your media relations campaign? Many
of our clients using radio link their messages to specific
special days, weeks and months. By linking your story
with an event, your pitch can become more timely and
newsworthy, and can really get results.
For a complete list of events,
visit: http://www.newsgeneration.com/radio_resources/events.htm.
You can also log on to News Generation's
blog at http://tuninginradio.blogspot.com/ to read case studies and insights on how to capitalize
on special days of the year.
Tuning In newsletter is produced and distributed bi-annually. The goal of the newsletter is to educate clients on radio trends and industry tips, as well as highlight case studies and release survey information.
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