Zachary Downes’ Post

Does your #story #pitch have a human connection? I recently provided #mediaconsulting services to a municipality that wanted to get #news #coverage for its new branding. I asked them why a reporter would be interested in their story. The reps shared with me the nuts and bolts and stats but failed to humanize the story (boring). To make your #story standout, share it from a human-interest standpoint. Let the reporter (public) know how the story will impact them. Finding a way to connect with the audience on a personal level makes for a more interesting story and will grab the attention of assignments editors, news directors and reporters. Let me help you tell your "interesting" story. #mediatraining #mediacoaching #interviewpreparation #cameraready

Tip of the day: If you’re trying to get media coverage, there are two secret times during the day you need to know. 🤫 They happen *twice a day* on weekdays in almost every newsroom. It’s when you’ll have your best shot to get a pitch to a news outlet either ✅ or 🚫. They’re the daily news meetings. And they happen like clockwork. 🕥 When reporters, editors, producers, assignment editors, managers, photographers, digital media staff, interns and other newsroom staff gather to decide what will be in the newspaper, the newscasts, and the homepage. You want your pitch to be mentioned in those meetings. 🤞 Generally, they start between: ➡️ *9a-10a* for dayside shift ➡️ *1:30p-2:30p* for nightside shift So, if you want to be considered for that day’s news coverage, you need to get your pitches sent in time for those meetings. Of course, there are exceptions. And this is where building relationships with journalists is key. Now you know the secret times of the M-F news meetings. What have you pitched lately to help keep your community informed? #journalism #mediatraining #storypitching (📸 Isabel Epstein)

Do you speak Newsroom? 😜 Do you know the difference between a double VO/SOT & a PKG? ⚡️Do you know what a stand-up is? ⚡️Did you know that most newsrooms meet twice a day to discuss what stories they're covering? ⚡️Did you know, as a reporter, I had to come to the newsroom every single day with 3 original story ideas? ⚡️I bet you didn't know I produced up to 5 stories a day for the newscast, and I only fronted one of them. ⚡️Did you know, reporters only use the BEST of what you say during an interview? It's less than 30 seconds. Do marketing teams "doing PR" know this lingo? Unlikely. 🔥 If you want to achieve news coverage, you have to tell a good story. I'm a former reporter, I know what makes something newsworthy. It's 💯 why my clients choose NICE! Learn more on my website: https://lnkd.in/guquSna4

There is always a perspective in TV news that all reporters are "competitors", and that mindset drives some to do things that make you look a bit sideways. I always say we are human first, colleagues second, competitors third. It's so important journalists never lose sight of why they do what they do. It's important journalists never lose sight of the power of their words, images, and stories. Power in bringing awareness to an issue, but power in impacting people -- positively and negatively. The dreaded door knock assignments are never fun. You remember that everyone reacts differently. Some grieving families say yes to talk because they want to tell their loved one's stories. Others say no. What I established in my approach is to never lose sight that I am a human talking with another human. I never lost sight of respecting their wishes. Kyle Sieg Yazbec's post below is one that should be read often, used as a reminder to veteran journalists about having the right mindset and approach in their job --- and used as a tool to teach the next generation of journalists. I hope, if anything, that in my career, people in the community found me to be compassionate and caring.

My hometown newspaper is calling it quits. As a former reporter, this hurts my heart. I've had so many colleagues and friends over the years lose their jobs because the money just isn't there. As a communications professional, it's one less outlet with which to talk, pitch, engage in storytelling. Overall, it's sad for the freedom of the press. It's the misunderstanding of what newspapers (and overall media) do. As a reader, you don't have to like what you see/hear/view. That doesn't make it unprotected. It's a means to think critically. So, Southwest News Media, I see you. I support you. Local news is IMPORTANT news.

3 things that helps get press coverage, number 3 is the most important… People think that ‘it’s hard to get press coverage’… …It is if your content isn’t newsworthy. One of my clients got press coverage worth almost R1M Here's how we did it: 1: The trend is your friend → Responding to breaking news, with our unique message 2: Serving usable press content → Writing stories, not press releases, so that it’s easier to use in a newsroom 3: Showing up when journos call → The Newscycle waits for no one ↪ When journalists come calling for soundbites, comments, or on air interviews, we avail ourselves as a priority Pay attention to what’s happening in the news, show up, and be accountable to reporters and editors who are willing to use your content. P.S. I help business owners get press coverage and media exposure for their businesses, if you need to drive awareness about your business, send me a DM.

Are former journalists the answer? I've had a lot of conversations in the last few years about the state of local news, and how to stop the continuing deterioration in our newsrooms. Admittedly, I'm a bit focused on TV news in particular. The common threads I've heard from journalists, educators, news management and public officials: "We're losing our top talent." Every time a veteran broadcaster (production VERY MUCH included) quits because the money is no longer sustainable, decades of experience and editorial judgement walks out the door. "There's no budget to sustain that top talent." "There's no time to turn detailed, substantive stories in the current news cycle." This is obviously a very nuanced situation that is too complex to address on LinkedIn. I certainly don't have the answer. But this article highlights the first time I've seen some type of solution applied to a local newsroom, and I'm excited to watch how this plays out.

Journalists, I beg you to remember that you're interviewing human beings for your stories and to have compassion for them, particularly when covering traumatic and disastrous events like hurricanes. Too often, for various reasons, no doubt including the pressure to deliver and do so quickly, I know it can be easy to forget that the person you're talking to after a storm has likely just gone through a traumatic experience and lost stuff to the storm -- maybe everything. It can be even easier for producers (like I was) and managers -- sitting relatively safely and comfortably in a newsroom -- to demand that reporters get compelling interviews. I've been there. But maybe people don't want to relive their trauma for you, especially on camera or behind a microphone. And when you get told no -- don't ask again. Don't try to sell them on why they should relive their experience. When my husband and I had our own issues with a storm in 2017 and our old TV station found out, they asked me to do an interview no fewer than three times. They even started getting different reporters/anchors who they thought could convince me because they were closer to me to reach out and try to get me to talk. I helped them with photos of our devastation and they even got drone footage of our treadmill wading water in the St. Johns River, and still -- multiple requests to talk about it on TV. No. Fear not: Local media did find one of our neighbors to go on TV and recount how he watched our apartment be destroyed. How fun! Glad they got the sound bites they needed. I found myself wondering: If this is how they handle someone they know as a friend who worked there for years, how do they handle strangers? And if they're the top local TV station in town, supposedly with the best and brightest, how are other media outlets in the region and beyond handling instances like this? It makes you wonder. So, in the spirit of helping, here are a few suggestions for news leaders, especially those in TV: 🔴 Teach your staff that no means no, even if it makes it a bit harder for them to "get the story." 🔴 Hold some form of trauma-informed interview training, perhaps even annually, and emphasize the importance of actually implementing it. 🔴 Think about how you would feel in a situation -- put yourself in the shoes of the people you're trying to talk to. Show empathy and compassion. 🔴 Know that you can tell a story without inflicting additional trauma on someone right after they've been traumatized. It doesn't have to be this way. It never did. And if someone wants to share their story with you, great! But always remember the humanity behind the story and consider how you would feel in similar circumstances.

📣 Inviting all experienced journalists to contribute!!! Today, I came across a post discussing careers in local TV news. It was written by a man recounting his time working at various great stations. Amidst the debate in the comments over the industry's flaws and culpability, a comment from a young reporter stood out, seeking advice on finding a great station. I reached out with a message, offering insights from my experiences in pinpointing an excellent station. Let's extend a hand to this young reporter and the rest of the next generation of journalists. I'll initiate the conversation, then I invite you to contribute. Remember, this isn't a debate or about critiquing TV news; it's about nurturing the upcoming generation with openness and compassion. From my experience, the greatest satisfaction came from working at a station that ranks #1 in the market, as they typically possess more revenue and resources. A station that values diversity both on-air and behind the scenes, and one that is committed to community engagement. With streaming services, you can view newscasts from most stations nationwide. Observe the content they produce—the stories they choose, the manner of coverage, the narrative, and the writing style. Then, consider whether the work's quality and the station's brand resonate with your personal values. Please share your thoughts!

So, you’ve got an interview lined up with a reporter. Now what? There's a difference between speaking with a reporter and getting quoted. If you want to be known as an expert, you need to provide a different perspective from the hundreds of others out there. And, you need to be prepared for others to possibly challenge you. It takes guts and confidence to rise above the noise of the crowd. Does a client hire you because you offer the same advice/solution as every other firm out there? Then don’t give the same bland response as everyone else. When AdBuzzDaily reporter, Julian Cannon needed an opinion from a branding expert about the effectiveness of the new Dolby/Jennifer Lopez ad campaign with a QR code, I connected him with my client, Russ Napolitano, partner, Xhilarate. See link in the comments to read the full article. Here are a few things to keep in mind: ➡️ Trust your gut, even if it doesn’t fit the prevailing view. ➡️ Have something different to say – your opinion matters ➡️ Speak in plain English – ditch the jargon ➡️ Be memorable by bringing perspective to problems and challenges ➡️ Use short, punchy sound bites. Rambling on will make it difficult to distill your message ➡️ Don’t be a contrarian just for the sake of it – make sure you’ve thought it through Yes or No. Do you rely on your own distinct perspective to get quoted? #thoughtleadership #mediatraining #creativeagency