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How to “go big” on national breaking news

A producer recently emailed asking about ways to handle big, breaking national stories. Do you sacrifice local and fill the a-block? How without offending the viewer who might want a lot of local? What a great topic, since it is so easy to go online and on cable news and get that national story. So let’s delve in to ways to do this, without offending local viewers. Also, I would love to hear your feedback on whether you think going big on a national story, locally, is effective since social media and online news are so relevant now. Please go to our FB page and talk about it. This debate will continue to grow as TV redefines its role. When you discuss it, consider these key points. They can help you decide how much to do on large scale national stories during your local newscast.

Viewers are used to getting news at this time of day, from you
Viewers feel a connection to your anchors

Both of the points listed above come down to one important point, when deciding how to cover a big national story: Trust. Viewers trust their familiar, local, anchors and like checking in that time of the day with those anchors. They are prepared to see your anchors giving them the most important news at that time. That’s why so many newsrooms go big, even when the story is not local.

The producer that emailed me specifically mentioned the Newtown school shootings. This is a different scenario than the fiscal cliff, which is easy to localize. The day of the shootings, you are still figuring out what the basic facts are, so localizing can be a little more difficult. Blowing out an assumption, to turn local angles can backfire. So localize as much as you can but, do not feel you must have a lot of local tie-ins in order to go big. Large market producers will tell you this is an opportunity to let your anchors own the big story, just like a local breaker. That means avoiding a national package. If you are allowed to get a live shot from the affiliate feed, go for a custom and let your anchors debrief the anchors with questions you think your viewers would want answered. Make sure you have a set up spelling out the basic facts and setting the scene, so the viewer understands the scope. This can be done with vo/sots, a package you write for your anchors, or a combination of nat sound, vo’s, vo/sots and graphics. Do what you need to really spell the story out in an effective way for your viewers. The point is owning the story, instead of seeming to hand it off to a network reporter and moving on. Handing it off can encourage a viewer to switch channels. Remember, the viewer has a trust connection with your anchors. They can tell the story well, and should.

When you can add tidbits of local reaction, do it. Let your anchors help you find this information out. It really is an effective technique to have your anchor say something like, “I just called so and so, and that agency would handle a situation like this, the same way.” Again, your anchor is acting as an advocate for the viewer, let them ask the questions the viewers would love to ask themselves. Let the anchor “own the story.” The viewer trusts the anchor and wants to see him/her in that role.

Another solid technique is letting the viewer know about local stories coming up, and when they will see them during this national coverage. Some mention it as an umbrella lead and some do it with teases off the top of the newscast. Some just have the anchors mention there is a lot of local news coming up in 5 minutes. That way, viewers know you are also on top of the “big” local news of the day as well.

The key when determining how much coverage to give a big national story is the potential impact it will have on your viewers. For example, the Newtown school shootings were so shocking, viewers would crave information. By not covering it much, you would actually encourage viewers, used to watching news at that time, to switch channels. The viewer’s gut feeling would be “This is a huge story, I need to know about.” They want to learn the information from journalists they trust. You can encourage them to further believe that it is your anchors and reporters they need to trust. Do not just shove a national pkg off a feed into the a-block and let it go. Let your anchors ask the questions the viewers want answered. Continue to build the trust. That way when a big story happens, your viewers will turn to your newscast first, no matter where the story came from.

Parroting bites

Ever heard that phrase? Parroting bites is a common writing flaw in television news. It seems like such an obvious no-no, but it happens a lot. So let’s define it, to try and stop it from happening.

Parroting bites, means repeating what the sound bite said in the anchor copy, sometimes word for word. It usually happens right before or right after the sound bite. While writing for the ear involves some repetition, it is not a good idea to “parrot.” It actually confuses the person listening. The viewer wonders, why are they saying the same thing over and over, then misses the next part of the story.

Bites do need set up, and that often involves explaining the gist of what the person is going to tell the viewer, but you should not parrot. Focus on why the sound bite is relevant in the set up. Often the bite is relevant for two reasons, the person saying it and/or the bite explains the importance of the information you are providing. So, focus on those reasons when setting it up. “This lawmaker is behind the legislation.” “This witness saw exactly what happened.” “So why is this research important? This doctor explains.” Catch my drift? That makes the viewer want to hear the sound bite, and immediately recognize the importance of the context of the sound. Since you have so little time to explain much of anything, you need each word to really count, including set ups to sound bites. Parroting wastes time.

If the sound bite is hard to understand, you can paraphrase afterwords, but say that’s why you are doing it. “Just to make sure you heard that, he said…” Parroting involves directly repeating the bite, without explaining why. If you explain why, it is not parroting.

One last thought on parroting sound bites. It makes the anchor or reporter reading the script, appear that they do not understand the story and, have no idea about the person the sound is coming from. It screams, “This anchor just reads, and doesn’t know that he/she is talking about!” Think about it. When you talk to someone and they repeat exactly what you said back to you, you question if the person really gets what you are talking about. Same rule applies go parroting bites in news copy. Credibility is crucial. So don’t parrot bites.

Why don’t you show us how it’s done then! The result of on set rants in the booth.

So now we know that anchors often resort to onset rants, when they are super frustrated and feel there is no other outlet. Anchors, we get it. Other journalists understand some of these issues are hard to take, but it’s time for you to see what impact that moment of weakness has on the rest of the team.

First, the producer. Let me clue you in on a little secret, producers tend to be control freaks, who place a lot of their self worth on their work. Their biggest points of pride, the writing and flow of the newscast. The writing is their stamp, on the newscast. So when you the anchor make fun of the writing, right or wrong, for many producers it is a deeply personal insult. In some ways it is the same as viewers sending scathing critiques of your clothes, hair or delivery. It takes awhile for many producers to understand that the writing has to be a team effort. (see “How to get inside your anchors heads”). Anchors can say the critiques are not personal until you are blue in the face, most producers never buy it.

The producer is also the team leader, especially in shops with newscasts that are more content driven rather than personality driven. So when you make fun of the writing or complain about how it made you look, you are essentially calling out the newscast leader as a fool. That is how it feels to the producer, and the production staff. Again, think about this. I personally know of only one anchor, foolish enough to call out an AND or ND in the middle of the newsroom. Producers are a type of manager as well. Show enough respect to talk to the producer one on one.

That said, producers read “I can’t believe that aired again!” and understand, anchors usually do not go off on the set unless they feel they have no voice and that any suggestions in the past were ignored. So, if the anchors are constantly calling you out on the set, it can be a message. You don’t respect us, and therefore we don’t respect you. As the leader of the newscast, you have to try and make amends. It is important that you not only allow critiques to happen, but actually acknowledge them and make changes at times. You are fallible. Everyone is fallible. Recognize it, grow from it, and allow yourself to self reflect. Leaders help those around them rise up. Are you doing that or serving your own self interests? Spell out to the anchors, that you will really listen to what they have to say. If you go against their advice, say why. One more thing, solid leaders also admit when they make mistakes. If you can set that tone, chances are the people around you will too, and all of you will grow together. Set up basic trust, that is crucial especially during breaking news. All of you need each other.

Anchors need to consider another thing before ranting on the set. It undermines your authority with the production staff as well. No one wants to sit and hear someone being criticized openly. If you can say that about the producer, what do you say about the production crew behind their backs? It causes a sense of superiority that is not appropriate. Production crews and producers are fully aware of how much they impact your success. Never, ever, forget that. Every time you sit on the set, you are placing your fate in many hands, no matter how talented you are. Do you really want them collectively saying “Why don’t you show us how it’s done then?” They will monitor how long you take to do your hair and makeup, they will help managers figure out if you take three hour dinner breaks, even on big news days. In other words, if you regularly rant on the set, you better be the hardest working journalist in the newsroom EVERY SINGLE DAY, or you will have a host of enemies waiting to watch you get yours. It is just the truth. A producer I used to work with purposely used words her anchor struggled to pronounce in copy, and especially during breaking news, just to trip the anchor up. She was tired of the on set rants. I watched a production crew, purposely call up a mic line early to catch an anchor in a rant, on live TV, just to make her shut up. I have also seen producers lobby together to request that anchors be fired, because the on set rants became too much to take.

News is stressful. We all have moments of weakness. But when those moments happen on set, they are not easily forgiven. They create the “us vs. them” mentality that damages so many newsrooms and so many newscasts. Anchors, stop those rants. Producers, give anchors a forum to talk with you about concerns, and really listen and learn from the information. Make it your pledge for the new year. You will be shocked how much better all of you perform when you set aside the ego, and focus on team.

I can’t believe that aired again! Why anchors complain on the set.

This makes many producers blood boil. You toil over a newscast for hours, then during the show, the anchors start complaining about and/or making fun of the copy you worked so hard on. Complaining on set during the newscasts about the show, is the number one way to create a huge divide between anchors and producers. It creates the “us vs them” mentality that causes so much friction. But there are two sides to this, and we are going to really delve into both.

That said, many of those anchors are really not trying to just be jerks. I PROMISE YOU. There are reasons behind the decision, (and it often is a decision) to complain about copy on the set during the newscast. The biggest reason, FRUSTRATION. When anchors reach the point of complaining on set, most are usually at their wits end. From their point of view, they have tried to “talk things through” and the producer/management has ignored the issue. Many veteran anchors are just tired and frustrated that they constantly have to “train newbies.” If you step back and really think about it, you can see how this can happen. One anchor I consulted with on this article says, “Even if you are not normally a complainer, when you get an anchor sitting next to you who is a little immature and starts going off, it can be very difficult not to give into the temptation and complain also. It is human nature.” Another anchor mentioned, “I worked so hard to get to this point, I don’t want to come across as clueless or even just plain stupid. Why aren’t we (anchors) protected?”

A key thing to remember, is when the anchors “mess up” and read copy that is factually incorrect or just doesn’t make sense, it isn’t just the anchor that looks stupid. The entire news operation loses credibility. Anchors are very aware that they are the poster children for the entire organization. They understand that if they come across as not credible, their job is on the line, because that lack of credibility undermines the entire station’s standing in the community. When you separate yourself from the insults, and really think about that, you can see why anchors sometimes “go off.” It is a lot of responsibility, and yet they give up control of the newscasts to producers. It is how the system works, except in rare cases. Anchors are depending on you to get the facts right, so they look credible. Yes anchors can, and most will, get into the newscast and fact check and rewrite if they notice a potential issue. But in the morning, and during breaking news that is not always possible. The anchors need the information to be correct, or at least quickly fixed if there is a problem.

Which leads to the second reason, anchors find themselves complaining on the set over a mistake. It is absolutely maddening, when they see an issue, raise the issue to the producer and then it is not corrected and airs incorrectly two and three times. Many anchors say they try to help and bring up an issue with a super, or a misspelled item on the ticker, and then it isn’t changed. The anchor doesn’t have access, and can only watch the mistake happen again and again. Remember, credibility for the entire news organization is on the line, anchors are the final gate keepers.

There also are issues in many shops where veteran anchors are told, to just read whatever is there, and let the producers do all the gate keeping. Anchors are told to stay out of the decision making and that producers rule (see Producer Driven) the roost. Problem is, often the producers are much less experienced than the anchors. No matter how smart you are, experience brings a lot of knowledge. So veteran anchors sit, wishing they could just bang their heads against the wall and watch something they could have prevented play out on the air. Excruciating!

That said, giving in to human nature and complaining on the set, diminishes respect toward you if you are one of those anchors. It sends a message that you think you are superior and fed up with the underlings. And that’s even if what you say is absolutely true. So this is where things get hard for the frustrated anchor. You need to find a different forum to vent. Maybe that’s after the show, on the phone with your co-anchor. Maybe it is at the gym working out your frustrations. Maybe it is in a meeting with the EP or AND. Just make sure you keep the conversation pro-active. Producers and managers, put ointment on the sting, and look to see if the anchor really does have a good point. If the anchor feels they have a forum to address concerns, the on set rants will eventually stop. Chances the quality of the newscast will improve as well.