Your Story, On TV
ELEMENTS
visuals
sound
speakers
content
newshook
TYPES OF COVERAGE
ENG
live remote
in studio
talkback
Electronic News Gathering
small crew (just one?)
mobile
short format
soundbites
standup


Live Remote
big footprint
sattelite or microwave truck
cabling, lighting, power needs
union issues?
spokespeople
hurry up and wait
new technology
talkback
live remote & in studio
interview lack visual cues
can be awkward
exposure with top talent
In Studio
most controlled setting
lots of distractions
emphasis on conversation
prime time!
"Make-Up!"
VISUALS
activity
movement
color
photographs
graphics
logo
b-roll
SOUND
ambient sounds
music
interviews
background noise (beware)

SPEAKERS
spokesperson
MOS
experts
people affected by...

CONTENT
facts
figures
background
THE STORY
THE HOOK!
TV 
visual
aural, oral, 
immediate, 
mass & niche media
contracting & expanding
still powerful
THE HOOK
Timeliness
Impact
Prominence
Proximity
Magnitude
Conflict
Oddity
NEWSROOM TIPS
"It is essential that the 
publicist package the story"
NEWSROOM TIPS
" I look for something that's timely, 
new (unreported elsewhere) 
and available with normal resources"
NEWSROOM TIPS
"Don't try to produce or edit 
or in any way control the reporter's 
script/copy/storyline
NEWSROOM TIPS
"Whoever pitches the live shot, 
needs to be at the live shot or 
have an assistant that is present at 
all the conversations attend the live shot" 
NEWSROOM TIPS
"Publicists must avoid over promising 
and under delivering. 
Better to do the opposite."
NEWSROOM TIPS
"The biggest mistake publicists make in pitching a story 
is stressing the visual elements..
."we have balloons and clowns and cheering kids..."
We are interested in the STORY.  
Stress how it effects people; why our audience will care; 
what real people will be available to 
discuss how they have been impacted" 
NEWSROOM TIPS
"Provide the REAL people. 
If it's a hearing on dairy farmers, 
I want to speak with the farmer, 
NOT the politician that's sponsoring it"

PUBLICIST’S PERSPECTIVE
Pitch TV…in the Paper.
The First Time is the Hardest.
Not all TV is on TV
You Can Help Shape the Story
When It’s Time to Push Back…
…and to Push Ahead
Get Your Org. on Board

John Lee MEDIA