How to break down a lot of information.

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Mar 302016

Lately this question has come up a lot in my coaching role. The journalist has complicated stories that seem like they should make air. But it is so hard to boil the stories down, they try to avoid the content. This is a natural phase in learning to be a journalist. Let’s talk about some basic guidelines to help you put that story in the newscast, without lunch bagging it with too much information to understand the point. First let’s talk package techniques.

Simplifying Package Information
Think Set Up
Package focuses on impact and video support
Substantive tag of key facts you need to report, but that don’t work well in package

Unfortunately, many news managers need to read this section as well. They often insist on lunch bagging all the information into the reporter package. Then, they get ticked when the package is long, repeats video and seems hard to understand once it airs. So let’s really walk through these steps and the key reasons each step exists so all can see the benefits.

First, you have to start at the beginning. (I know that sounds ridiculous, but if I had a dollar for all the times this hasn’t happened, I would be rich.) The beginning means two things, today peg, and key background as to why this today peg matters. For example, state lawmakers decide to allow guns on college campuses. The house voted yes, now the senate has too. So you start the coverage of this story with a historic vote today in the state senate. Lawmakers voted to allow guns on college campuses. The senate just passed the measure by a vote of… and last week the house voted in a similar plan. If the governor signs it… this would mean people on college campuses could carry a gun with a permit. This sets up the story, it may or may not have video that usually is boring, and it gets the viewer thinking of questions about impact. You can use video as a set up, or graphics or a combo of both. The point is to lay out why the viewer should watch the upcoming package.

You will then pick one or two key elements describing impact for the package focus. The reporter does not need to tell the viewer that the house voted and the senate voted now because the set up took care of that. The package needs to center on what will this mean when it goes into effect. Is law enforcement ready for this change? Will campuses put in metal detectors? Are professors signing up for classes to learn how to use a gun and get a permit? Pick one of these ideas and package it.

The tag then needs to have key facts to sum it all up or move it forward. When will this go into effect? How long does it take to get a permit? Think really useful information you can quickly summarize.

Now let’s look at how to breakdown a very complicated story as a producer. Sometimes you have to update a complicated court case for example, and it needs to be short and sweet. Many producers just write a 50 second vo and hope that’s ok. This is a key area where you can segment a story out, so it has nice flow and you keep things simple. Think 1 main point per vo. Today Joe Smith will be sentenced for the murder of Sue Smith. Smith was murdered by her husband three years ago. WIPE VO You might remember this case because the kids spoke out that Joe Smith abused their mom for years. (kids crying) Their testimony set off discussions nationwide about domestic abuse. WIPE VO The murder happened as the couple’s oldest child called 911. The 911 operator could hear the shooting.
ON CAM TAG Now the kids are being cared for by relatives. The Smith children will not be in court today, relatives fear seeing their dad again will cause too much pain. This kind of story can really bog down a producer. You don’t want to leave out the emotional pull of the story with the kids and the 911 operator. But you are told to keep stories short and sweet. By sectioning each part out, it feels like several stories in terms of pacing, increases the writer’s chances of keeping each part short and sweet and gets all the information in the newscast in a more compelling way.

You can apply this principle to all kinds of complicated stories like tax reforms, school testing results, updates on cold cases and economic stories. Think 1 idea per element you are using. You do not always have to wipe among vo’s. With on-set video monitors so prevalent now, sometimes the first element references a wall image or vo, then you take the next element full etc. The bottom line is think visual pacing, it will help you really boil down the elements and get to what matters.

The other big takeaway to remember when boiling down a complicated story, is no matter what format avoid lunch bagging all the facts. You have to give some sort of visual cue, for each main point you make. Complicated stories have multiple main points you feel you must cover. So think of the story as several mini stories in one, so you can make sense of the most important information and clearly present the facts to the viewer.

TV Survival Skills. The 10 Things You Need To Do To Be Successful In The Modern Newsroom

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Feb 252016

1.  CAN YOU FIND EXCLUSIVE STORIES? No really…can you find the story that makes politicians and PIO’s lose sleep?? Better yet, can you do this even with news of the day? Do you have fast attack investigative skills? You better! Everyone can get PIO info and sound. You have to be able to separate from your competition to get paid. How do you do that?? Know the process and procedures of paperwork- school districts, police and sheriff- what documents exist and when do they become available? Time is quickly wasted, opportunity and credibility forever lost by not knowing procedures. Can you get a great tip confirmed? Most reporters cannot. You are only as valuable as the contact list in your phone.

2.  WORK SMARTER, NOT HARDER-Do your research, demand from management a specific beat- geographic or content based. GA stands for going anywhere-owning nothing! Develop sources that work for you. Build relationships before asking for stories. Go left when other go right. Stand out by standing apart. If someone pitches you a story- make them do the document digging, and initial research- then they can come back and pitch you a partially vetted legitimate story. You just have to confirm documents and details- not spend hours chasing empty leads.

3.  Shoot in sequences, write in sequences, edit in sequences- this saves hours! The best MMJ’s are the most creative while being the most efficient!

4.  Your professional Facebook likes/Twitter followers/LinkedIn profile will make or break a hiring decision. These are your personal brand. They directly reflect your audience appeal, your marketing savvy, and your ability to tease a story! Do you understand news and how to promote yourself as well as your coverage? Social media answers all these questions.

5.  Have a career plan- It is a simple question with horrific consequences- What is your TV career goal?? Most TV folks stumble on this simple question. Your answer will be used against you in a hiring decision. This is a weeding out technique and is a loyalty test for current employees being considered for promotion.

6.  Out work your teammates- first in, last out, first to call-in to cover breaking news, first to ask to travel, this effort gets you choice assignments, management trust, and promoted to the anchor desk.

7.  Hot mess- if you are one and want to anchor or jump to a big market you will go nowhere. You must apply appearance feedback at every level and every turn. Everyone that looks at your tape or consults you should be heard and further feedback solicited. One consultant or ND could be a bit eccentric, 2-5 people saying you appear less than polished is problematic.

8.  Your cover letter is killing you! It is costing you a look at your tape- which is the whole goal! Don’t try to tell me you know someone I used to work with 3 stations ago or we are from the same town! What are you going to do to make my newsroom better today? Why do I have to hire you versus the 50 people that look and sound like you??? This is the written interview that gets you the tape review and phone interview- Be consistent in your message, your strengths, and what makes you a difference maker. How do you fit in with my news style and newsroom needs?

9.  Never send a glossy 8X10 head shot- instant rejection- are you a model/ actor/ or journalist?? Send me a resume tape with exclusive banners on every story- that’s a beautiful picture!!

10.  Is your cellphone number, Facebook and Twitter handles on your business card? Personal cellphone? You are fully available to your audience and sources or not. No problem, I call your competition with my exclusive story.

There are a hundred things a journalist has to excel at to be successful in the modern newsroom. These are ten of the most critical to master to avoid a career setback. Our next blog will answer” Why your resume tape is killing your job search”.

Now go be memorable!

Greg Turchetta is President, www.Brutallyhonestcritique.com and a former News Director
He’s now a life coach to reporters and anchors nationwide!

How to brand throughout the newscast

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Jan 202016

It’s no secret that writing for TV news nowadays is as much about marketing as writing clearly and concisely. You are expected to sell the news philosophy for your station as much as time out your newscast correctly. In fact many stations require you mention your station brand at least 5 times a newscast. Many producers just write in the pitch line as you introduce live reporters to get it over with. Joe Smith works for you. Joe Smith is on your side live in…. Joe Smith is your eyewitness tonight. There are other ways to brand, that are less throwaway. You can even do it in a way that enhances your coverage and benefit for the viewer.

Branding Throughout Newscast
Story focuses reflect philosophy, even vo’s
Explain how story fulfills philosophy
Use animations for reinforcement
Limit pitch line, use variations instead

The first thing you need to do throughout the newscast is to pick stories that make sense with your brand. If your station is one that works for you (the viewer ) for example, you don’t do a lot of superficial quick vo’s with little to no reference to how this story impacts people. In other words, this is not a station that should implement a 10 second vo, 20 second vosot philosophy. This is a station that will consistently add a line to each story with either why this story is significant to people or how it impacts. When you think news philosophy you must think context. The all you need philosophy means quick headlines. Catch the viewer up. That is a very different context.

So when you consider context, you are going to naturally add lines or phrases that explain how the story fits with your promise to the viewer (i.e. – your news philosophy). The how and/or why lines are one way. You will likely find yourself adding other phrases like, we are doing this story tonight because, or we are continuing to work for you by asking.. we want you to have all you need to know on this bill… somewhere in the story. It is a natural way to tell the viewer why the story is important that can be done very conversationally.

Then you add animations with your brand line to reinforce the philosophy. Remember many people think visually, so these animations are effective. Do not be afraid to use them. They also create movement which improves perception of pacing.

The last thing to remember is if you just use the same catch phrase over and over, it is not effective. The viewer will quickly tune it out. The repetition of your philosophy and branding has to be consistent without being repetitive. So even if you are required to mention the station brand 5 times a newscast, you can do so with out saying works for you every single time. Vary that brand line with phrases like helping you, how this effects you, what this means for you to get the point across without boring the viewer with the same phrase that seems throwaway. Your news philosophy has to benefit the viewer. You need to spell out that benefit or you will not build loyalty. Think empty promises. People are conditioned to suspect that is what they are being handed. Selling your brand means showing clearly that you have the viewer in mind and will consistently provide that they need. Do it, tell them you are doing it, then show them how you are doing it. Thinking this way as you select stories and write will help you naturally brand the news throughout the newscast without it seeming as forced. And you can market without feeling like an ad writer instead of a journalist.

Is That Really Breaking?

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May 182015

With another sweeps period ending, this is a good time to talk about branding coverage with the all too often touted claim of “Breaking News.”

This term is used so loosely industry wide that it is a common brunt of jokes. Even if you think the jokes are funny, there’s a lesson behind the laughs. The phrase “breaking” is losing its meaning. Stations are showcasing with bold graphics, strong phrasing and 16 boxes in which they are happy to manipulate time in order to fit the station brand. Harsh? Not when numbers of viewers continue to decline. Making everything “Breaking News” is one of the reasons viewers are looking away.

Consider this, “Breaking” has a new call to action for viewers now. For arguments’ sake, just think about when you hear there is breaking news. My guess is you the journalist, immediately hop on Twitter to see what people are saying about the story. Then you do a Google search. Guess what? Viewers do the same. And I am going to argue that TV stations using the term “Breaking” now just encourage viewers to check and potentially call your bluff. The natural reaction is to want to know all you can about the story happening right now and hopefully be the first to learn something you can share with others. This is not just a journalist’s desire. Viewers do the same. That is basic human instinct.

So if you want to look slick off the top and throw in the breaking news animation and supers package, but the story really happened an hour or two ago, your viewer will figure it out within the first paragraph of coverage. Busted! Then you potentially look behind the 8 ball. Why is station (call letters here) just now covering this story? Did they miss it when it started? What else did they miss today? Welcome to what viewers say. Or this: Here goes station (call letters here) calling a story “Breaking” when it’s not. What else do they exaggerate about to try and trick me into watching?

Viewers are not as gullible as you might want to think. Especially in this day where everything you want to know is a Siri question or few taps away. Show the respect of calling something breaking only when it truly just started happening. Old timers had an hour or less rule. I think you can get away with that if the standoff is still underway. But if the manhunt is over, the person shot is at the hospital and the scene is being cleared, then no, it’s probably not breaking news.

If you have “breaking developments” they better not be something you saved for the TV part of the three screen equation all day. Again, chances are high you will be outed as fudging the timeline.

For those of you who are shaking your heads saying “We’ve called everything breaking for years, our numbers are solid and we love our slogan” here’s one last thing to consider: “Breaking news” is quickly becoming less crucial to gain viewers. Three screen news gathering means an event that just started is likely going to be seen “live” through social media first. Now TV stations need to focus more on “Breaking” great additional details and separating fact from fiction in these fluid situations. That is where your expertise can be counted on. And, if you lie and tell viewers everything is happening right that second when it’s not, you are no longer an expert, just another person with a camera, and an outlet to share.

What if TV stations got bold, and stepped away from the time crutch associated with “Breaking News.” What if instead they focused on what journalists do best, sort out the truth and explain it easily, so everyone can understand what is happening. Talk about a powerful brand. Talk about “breaking” information. Redefining the term breaking news in a clear way could reenergize TV news. Instead of defining that type of news by timeliness of an event, focus on exclusivity of details. Then those tried and true “Live Local Late Breaking”, “Your Breaking News Station” and even “Where the News Comes First” slogans are legit credible assets to your station. Not the brunt of jokes. Dump the timeline references. Use breaking news they way the old timer’s did. New crucial information about an event. New information. Not a right now event. Then watch the viewers check Twitter, and head to your websites and newscasts in droves. They know the story is happening now, but what’s the truth in it? What news really “broke?” You’ll have the clear answers.

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