admin – Page 23 – Survive Your Job In Television News

How To Showcase: Think Chapter Book

News managers keep looking for show doctors. They keep asking for producers who showcase in their newscasts. But what does that mean? Recently I asked that on the Survive Twitter line, and got interesting comments like “owning the lead”, “big treatment off the top with little treatments throughout the show”, and “eye catching informative way of telling the story in the first 100 seconds.”

All of these are accurate to a point. But my favorite description was “finding that little something- that makes the story more relatable to the viewer.” When managers ask for showcasing, that is what they really want. And you execute this in the ways listed above: Owning the lead, big treatments off the top with little treatments throughout the show and eye catching elements to tell the story.

When I teach a producer how to showcase, I often describe it as creating mini chapter books. There are several techniques used to showcase, but you need to have the mindset in play first. So let’s begin with this concept when constructing your lead. Chapter books have a table of contents, then each chapter has a title, and information that leads to a conclusion. The biggest thing I see producers forget to do at when showcasing, is spelling out why. That is when we begin to think about how we are making the story relatable to the viewer. So, when talking the government shutdown, or Syria or that standoff that lead to a crash, you have to come right out, with the table of contents, showing what the viewer will learn with your coverage.

Let’s take Syria as an example. You can create an extra element right out of the gate, with a split box showing video of people hugging and crying in Syria, side by side with American’s protesting. This sets up the hook of why you are covering the story. People need help, American’s worry it could cause pain and loss for fellow American’s as well. That is the message the video sends, boldly. The line: These are the images the President must look at while considering whether to take military action in Syria.

Then you set up your table of contents with some brief summary of the days events. This can be a graphic, or a few simple directly referenced video elements. But never forget to catch the viewer up on the basics, so they are ready to go in depth with you.

You say those brief lines, “Tonight inspectors looked for chemical weapons and your neighbors (assuming you had local protests) protested the idea of military action in Syria. Now the President has made an announcement about US involvement many expected, and a requirement most did not.” (Congressional approval)

Next you title each element with a super, over the shoulder, monitor graphic, double box for team coverage, or whatever your station uses to brand. As you go to each element, use some sort of graphic element to “label the title” of each chapter so the viewer understands each element has something new for them.

Once your coverage is done, you need a conclusion. Many consultants call this a “button up”. It can be a summary graphic with bullet points. It can be a what’s next graphic, it can be an image that sums up the day’s events. Many times it is simply a push to the station’s web page for more information. (Just offer a nugget of what kind of extras will be on the web page, just saying for the latest go to our webpage is throwaway. Twitter is an easier way to check for random information on a subject.)

So how does the mini chapter book idea relate to those “little treatments throughout the show”? Well, whether you are dedicating 10 minutes or 45 seconds to a story, if you are showcasing you still need to clearly define “that little something that makes the story more relatable to the viewer.” That means you are not going to just go into the story with the phrase “and now…” Say you take a court case, like Jodi Arias, and want to show how different she looked between the verdict and today’s sentencing phase. You can show a split screen image of her, but you must explain why. That is a table of contents. Then you break each part down, and have a conclusion line at the end of the vo/s or vo/vo/sot or however you cover the story. See the pattern? While condensed the chapter book idea still helps you clearly spell out each element so the showcasing makes sense.

This idea even works on memorable moments, which are a very important way to showcase, in a newscast that deserves a mention. Remember even with these moments, you are showcasing a “little something that makes the story more relatable to the viewer.” So you need to look for chances to have your anchor connect with the viewers. A fancy graphics package and use of sound, and several reporters covering the lead is great, but if the anchor comes off as just reading, and not involved the viewer will not accept your showcasing.

So when you look for things your anchor can expand on, think table of contents. Here’s an example using recent video of a snow skier that was coming down a mountain, crashed and was rescued by an avalanche rescue airbag. Have a still image of the skier in a monitor graphic next to the anchor. The anchor says, “We are about to show you how a skier escaped an avalanche burying him. Take a look, see anything special on him? Because something he is carrying will save his life.” Take video full. (In this case there was no nat sound only cheesy music) Have the anchor talk the viewer through each frame. Then when the skier is up on his feet again, say.. “did you see the special equipment? You may not because it is quite small.” Then show a graphic of some types of avalanche airbags. “Here’s what they look like, easy to carry and easy to find. These are all images from online stores that sell them.” Then 2 shot reaction for button up.. There is a set up, a chapter of information, then a conclusion. A mini book.

A final point, by showing you different times to use this concept for showcasing, the goal is to encourage you to think beyond the lead story to showcase. A true show doctor adds little extras throughout the newscast, so the viewer is constantly reeled back in with information he/she can relate to and talk about with others. Afterall, a compelling book always creates good conversation after you’ve finished it.

How to tease on Twitter: A key secret revealed!

A Philly anchor’s recent twitter tease about a real life shootout and the hit show “Breaking Bad” has set off a lot of discussion. In this case, I am going to look more closely at creative ways to tease on Twitter, without potentially crossing the line. Fact is, teasing is not most journalists strong suit as it is. We have a series of articles dedicated to help write teases for newscasts. Now let’s talk Twitter. The 140 character limit makes it even harder to get the message across clearly. But I am about to reveal a secret that shows, Twitter teases are actually less difficult to pull off.

Teasing Guidelines for Twitter:

Coming up – BIG no no

Human Link

Remember Images

Hashtags

The number one mistake I see in Twitter teases is using the term “Coming up at.. (show listing)…” as a first line. Never start a tease this way, period. Even on Twitter. It is a throwaway cliche line that really turns off the audience. You need to get to the sell, which frankly is the reason you want to tease the story. That is your first line, you can say when to watch after that.

The sell of the tease, is the human link, or what some consultants and managers call the WIFM or viewer benefit. So, if there’s a character in the story, introduce that. If you found ways to save viewers a ton of money, say that. If you have kick butt video say that. The best part about Twitter, is there’s an intimacy to it. You frankly do not have to be as ‘colorful’ a writer as you do in newscasts. (Here’s the big secret reveal!! ) People on Twitter, are looking for interesting information. The expectation to be entertained is not as much of a given. They are looking for facts, and people’s reactions to those facts. The human link needs to be simple and direct on Twitter. A lot of the work is already done for you. People are seeking out your information, instead of you desperately trying to draw them in and keep them. Think long and hard about that one. It really fundamentally changes the way you need to tease, and should eliminate some of the pressure to ‘relate’ the story to a trend (or dare I say, a TV show).

Also, many visual TV journalists forget to use the simplest, yet most effective technique: an image. I am guessing I am far from alone, when I say the number one way to draw me in on Twitter is to include a picture or a link to something. My natural instinct is to click to learn more. Don’t forget the very famous line “a picture is worth a thousand words.” I encourage using images to build your Twitter fan base anyway. When you tease, pictures are exceptionally effective because few people do it. Show a scene setter. Show the person you are centering the story around in an action shot. Heck, showing an image of a document has suckered me in before. A shot of a document would not work for a TV news tease. But it can work for a Twitter tease. Again, that’s because people on Twitter are actively seeking out information. You do not have to sell as hard. They want to learn more, see more and experience more. Provide links to images, and you will sell your stories and/or newscasts.

Finally, remember that the best way to link up with Twitter followers is through hashtags. Use them in teases to draw more people in. Look for “local” hash tags and use them when you can. I really suggest using established hashtags more so than creating a unique one for your tease/tweet. There are people who mine these hashtags each day looking for information on particular topics. Again, they are waiting for you to deliver the information, a captive audience! Use that. If there are no good local hashtags for your market, talk with your managers and possibly promotions about creating some that your station can consistently use to draw in audience. These hashtags are very effective marketing. Frankly, they’re often more effective than any clever tease you attempt to write. Consistency is key with the hashtags. They are a simple trick with potentially huge gains.

So now you know some guidelines for teasing on Twitter. The secret is out! Twitter followers want to hear what you are going to showcase. They want information, pictures and links. They are actively seeking them. Link an image, or a human element and your tease will work. No need to rack your brain to really “suck them in.” Twitter followers are a captive, willing and, frankly, enthusiastic audience grateful for the chance to read what you have to say. So be straightforward and you will win big fans!

Smack Down! How To Handle An Email Lashing From The Boss.

If you work in TV news, and have never received a harsh email from your ND or AND, then you have not been in news long. Since no boss is around you 24/7, chances are you will be emailed a strong critique at some point.

These can seem out of the blue, especially if you have a really “with it” EP or a protective AND. They often stop the (expletive deleted) from rolling down hill. Yes, it is true, most of the ND’s rants do not actually get to you. So when one does it can be disconcerting and downright unnerving. But that smack down can also be a big opportunity for you, if handled correctly.

So let’s talk scenarios. Morning crews tend to get these email “lashings” the most often, because frankly, email is often the only way to reach you if the ND has a lot of meetings that week. So you work your tail off, and come in the next day to find a scathing email listing all the ways your performance stunk the day before. As much as this stings, you have to look for whether there is something the ND wants you to implement immediately. Sometimes the ND spells it out for you. Other times you have no clue. Either way, implement the changes you can realistically implement, then after the newscast sit down and read the email again for deeper perspective. Did the numbers tank? Is the big boss in town? When’s the last time the morning crew and the ND sat down and talked philosophy to make sure everyone is on the same page? Truth be told, these zingers do not often truly come out of the blue. Most of the time, they are actually a signal that you and the manager involved are not getting or making time to “check in” and see that everyone is on the same page.

After you get a scathing critique, the best thing to do is come up with an action plan to change things, then schedule a meeting to make sure the boss likes those changes. This can also mean that you should stay late a little more often so you can potentially take 5 and visit with the ND occasionally. It is harder to send a scathing note when you actually see the person regularly.

Night siders if you get a nasty note, take the time to go in and talk it through with the boss. When I say talk it through, I mean ask for specific things the ND expects from you, then listen and say “O.K.” Do not go in angry ready for a fight. Whether you agree with the critique or not, you need to make sure that you are implementing what the boss needs. Be ready to explain why you made the decisions you did. You could be asked. Often there are simple misunderstandings that are easy to correct.

The most important thing to NOT do in these cases is share the note with the entire shift and turn it into a massive gripe session. Morale is a touchy thing in newsrooms anyway. If the ND sent this as a mass email, try and stay out of the complainers box, and get to work on making any changes you need to make with your performance. The more you sit in on the gripe sessions, the harder it will be to remain objective and glean constructive criticism out of the email. The easy thing to do, is gripe and give up. The smartest thing, is to try and turn the critique into a positive and push yourself.

One final note: Sometimes the ND has just hit his/her limit and uses these emails to get frustration out. There is no agenda, no loss of confidence in you. The ND simply ran out of places to vent, and you were a convenient target. If that is the case, do not demand an apology. Should your boss be more mature than that? Yes. But, truth be told, you probably take your bad day out on someone else some of the time as well. We are human, it happens. As long as it is rare, let it go. This is a relationship you need to foster. Sometimes that means being the bigger person, even if you rank lower. Do it with grace and humility and chances are the boss will return the favor. Don’t know about you, but I was always happy to know that I could have a bad day and the boss would have my back, because I had his/hers in the past.

LinkedIn: How to guide to finding sources and exclusives.

For years, LinkedIn has just been an online placeholder for my résumé. I didn’t really think about it much and rarely went on there.

However, two things recently happened to change my view of the site.

The first was when my news director assigned me to do an investigation into privacy concerns regarding drones and Ohio leaders’ efforts to snag one of the nation’s coveted slots for a drone testing program.

Although GE’s jet engine subsidiary is headquartered in Cincinnati, aerospace is not something that gets a lot of coverage in my market. So when it came to looking for sources in the drone industry (its executives prefer to call them “unmanned aerial vehicles”), I was starting from zero. One day, I thought, “I wonder if I can find someone to interview by searching LinkedIn?”

Within seconds, I found an executive at TechSolve, a company that does consulting for the aerospace industry. I e-mailed her asking if someone there was doing any work on drones. She said her CEO would love to do an interview. It turns out, he’s one of the major players behind-the-scenes who’s trying to bring a drone-testing program here.

The other thing that made me start respecting LinkedIn more was a conversation with software developer Dave Hatter.

We were doing an on-camera show-and-tell one day for my morning show consumer segment and he had LinkedIn up on his laptop. I couldn’t believe how he was going on and on about it. So I asked him why he likes it so much. He showed me how LinkedIn isn’t just for your résumé anymore. He calls it a very powerful search engine for finding people and connecting with them. He even lands clients and speaking gigs this way.

“One of the key facets I think most people really overlook is the incredible power of the search engine in LinkedIn,” is how he put it to me recently when I asked him to do an entire segment with me about how LinkedIn can help those who are still unemployed find work.

The thing is, his insights are also great for broadcast journalists looking to make connections to move up the market ladder or, as I demonstrated through dumb luck, finding a great source for a story.

The key, he says, is using what LinkedIn calls its “Advanced People Search.”

For instance, in trying to find someone to interview in the aerospace industry, you could type “aerospace” into the keyword box and your station’s zip code in another box further down the left-hand side of the page.

I just re-enacted my search as I’m writing this. The executive I found earlier came up again. And I just discovered that if you click “similar” below her name, other aerospace industry executives and workers come up on another page. This will be really helpful when you get that dreaded “I’m on vacation” out-of-office reply from your first contact.

But say you’re not working on a story. You’re trying to build your personal brand. Hatter uses LinkedIn for that, too.

“There are over a million groups on LinkedIn,” he said. “Some groups have literally hundreds of thousands of members in them. By joining the group, you now have opt-in permission to share with that group.”

Don’t spam them, he warns. Instead, pass along articles or video links that would appeal to other broadcast journalists or television executives.

Hatter says LinkedIn limits you to 50 groups. That’s probably more than enough for most of us, though there are some LinkedIn power users who sound pretty upset about the cap.

You also want to post on your home page on LinkedIn. If you haven’t been to your account in a while, log-in and take a look. LinkedIn has basically created a professional version of Facebook. After getting Hatter’s advice, I try to post at least once a day on there and allow LinkedIn to send the message to my Twitter followers, too.

Finally, be careful with the recommendations you give others — and especially the recommendations you choose to publish on your profile.

Hatter is also a hiring manager and says it takes an authentic, from-the-heart recommendation on a candidate’s LinkedIn profile to make him take it seriously.

“If I go in and I give you a recommendation, you are going to show-up in front of my entire network as a recommendation from Dave,” he said. “Everyone in your network is going to see that I recommended you. But if I say something like, ‘Matt is an awesome guy,’ does that really carry any weight? And I think a lot of recommendations are pretty shallow and pretty hollow like that.”

Hatter also explains, in an extended clip we put on our station’s website, how to jazz-up your “headline” and profile info to stand-out from the crowd. The headline is really important because it’s what hiring managers see first in their search results, along with your profile photo. And please have a profile photo! I can’t believe how many people in broadcasting don’t put their photo up on LinkedIn.

Hatter told me having no photo is a quick way to get overlooked when a television executive is doing her own “advanced people search” in an effort to fill a job quickly.

In such a competitive industry, we need all the help we can get. So why not put more effort into LinkedIn? After all, it’s free. (Hatter advises against paying for the premium version.)

You can bet the other 90 TV anchor/reporters in America who look just like you will be using LinkedIn. So you’d better, too.

———————————————————————————————————————————————

You can connect with Matthew Nordin on LinkedIn and Twitter. He’s an investigative reporter at WXIX-TV in Cincinnati. And if you want to learn more about how to use this site, check out the group LinkedIn for Journalists (http://www.linkedin.com/groups/LinkedIn-Journalists-3753151), which offers free tutorials.