In the past few weeks, I have seen several posts on LinkedIn either asking where are producers, or appeals from stations and broadcasting groups that frankly as of even a year ago would never have to worry about enough applications. This isn’t a surprise to me, since I talk with producers at all levels all the time, but it is a wakeup call for the industry.
Partner these posts with two more important factors: The rate of employees unionizing in the journalism industry is increasing, and a lot of veteran producers are posting about mental health issues and that they are getting out of the business as result. Now we have a better overall grasp of this issue. For a long time the broadcasting industry has recognized producing is a very difficult job. The industry conceptually understands that a big reason is a lack of training. Part of that happens at some J-Schools because frankly, producing needs to be an entire specialty track not just a course you take in case you cannot get that reporting gig. But there’s a bigger factor: Constant practical training needs to happen during a producer’s first job. Most “starter” newsrooms lack the staff to really do this. So producers have to train themselves through trial and error. Does that take grit and persistence? Yes. Does it weed out the weak of heart. Sure. But this isn’t the 1980’s anymore. The industry needs to understand that adding digital responsibilities along with making your own graphics and editing your own VO’s has made the job even harder than when you “bit the bullet and made it.”
The industry also needs to recognize that just because a producer made it for 3 years doesn’t make him/her an expert necessarily and the support needs to continue. No, these producers no longer need to be trained almost daily, but they do need to brainstorm how to showcase, they need to be encouraged how to make the newscast feel like they accomplished something more than slamming a bunch of stories on the air while barely able to even take a quick bathroom break then know they have to do the same thing the next day. Rising up in the producer ranks doesn’t make the job easier. Managers, you take on more responsibility as you move up. The decisions you have to make every day can be very hard, and draining. But you get to take breaks. You can schedule some downtime in your day to relax. And you should. It keeps you fresh, your brain power strong and your mental health more intact. Producers on the other hand, keep adding more complicated elements to their job. More showcasing, more problem solving about why a certain 5 minute period in their show suddenly is losing audience, more tweaking. It is a constant challenge with no real break. No real stride even if you are constantly putting out best effort as expected. This is a job that doesn’t let down. It gets easier in some ways, but the intense constant deadlines do not let you rest in your day. This has to be understood at higher levels. Your veteran producers are tired. They often feel taken for granted. They sometimes question, “Is this all I have to look forward to?” Eventually most realize, they can work smarter not harder in something other than broadcast news. So just when they are at maximum talent, just when they hit the so called 10,000 hour rule, many who don’t want to go into management, but are a huge talent quit. A loss the broadcast industry, with constant staff cuts, constant new editorial demands and constant pushes for savvier editorial techniques really cannot afford.
So how does the industry fix this problem? First let’s stop talking about journalism as a vocation. Yes, no matter what the work hours alone make this a passion type career instead of just a job. Yes, you need to really care about what you do. The issue is, for profit companies use the idea of this is a vocation to not properly compensate for expertise. The mindset is limiting. Executives in these groups are paid well and often receive bonuses for their advanced understanding of the nuances of this business. Seasoned producers need some caveats also. For years the pay issue has come up. Every excuse imaginable has been made. The bottom line is the news industry’s biggest commodity, largest asset, and greatest offering are the people who make its product, the news, credible. This isn’t just about profits, its about long term product stability. Telling veteran journalists who can offer so much insight to suck it up with yet another 2 percent raise and be ok with that because this is a vocation is piss poor. Without these producers, you have a weak product. Call up a newscast from a large market from 20 years ago, then look at modern newscasts at the same station. The new newscasts have more glitz, but focus on the journalism. There is no comparison in content. Viewers know it, that’s why they are looking online. They want facts. They want to be given real information and tools to analyze what is best for themselves, their families and the community at large. Veteran producers know how to do that and make it look good. You have to invest in that if you want the industry to survive long term.
Let’s go back to the need for producers period. You can shoot great stories from iPhones. You can produce news from anywhere now, with a computer and a WIFI link. It is time to spend a bit less on the latest equipment and invest in your people instead. Some broadcasting groups are hiring producers in training. Yes, it is a start in investing in the future. But this is a drop in the bucket. There has to be more investment in training and compensation from the beginning producing job until the last.
There also has to be more investment in listening to the needs of your producers. A key point of contention: No downtime. The tight constant deadlines make this impossible during a given day. But broadcasting groups could start offering more PTO time for producers. Some groups make you earn your time off as you work. Why not set up 2 weeks guaranteed time off at the start of the year, with opportunities to earn more time off as they put in extra hours for those specials, etc you ask them to do above and beyond their newscasts? Producers cannot just run to the doctor quick then come into work. They have to be there to monitor their shows from start to finish if you want high quality. So they need to take more days off.
To keep producers inspired many newsrooms essentially pit producers against each other in terms of who’s considered the best. It is very rampant and very toxic. There is an easy fix. Each newsroom needs to create mission statements for their newscasts that states purpose of the show, and audience goals. Every hour is a bit different this way. By focusing on the content needs, this helps producers stop demanding all the elements for their newscasts and helps them share more easily. Collaboration is huge if you are a producer. Fellow producers are the only ones who really understand what you go through each day. Closeness needs to be fostered.
There is so much more that can be done, but these suggestions really start to address what I hear most from producers. They need time off to regroup. They need support. They need to have each other to lean on. They need to truly be valued and have it shown by more than an occasional thank you and a “treat” brought to the newsroom once in a while. Those are nice gestures. But they need more. The lack of candidates tells you that in stark terms. So please broadcast industry wake up. Deliver. Everyone wins.
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