Back in the Saddle at UWTV
A great opportunity recently came my way: hosting the University of Washington’s television magazine show, UW 360. It offers a fascinating, behind-the-scenes look at the incredible people and projects at the heart of the university. I hope you’ll get a chance to check it out – on air, Wednesday evenings on Channel 27, or online at http://www.uwtv.org/uw360/.
When TV News Attacks
For those of you who have asked me to share more ‘war stories’ from TV news, this blog’s for you. It contains highlights from a keynote speech of mine, and includes some of the war stories – and lessons learned – from my 20 years in TV News:
Every day in TV Land offers a new story, and a new lesson to go with it. One of the first lessons I learned on the job, was realizing that whoever said the camera never lies – lied. Cameras DO lie. Thank goodness. We all know airbrushed make-up, professional lighting, and geysers of hair spray can mask the worst of flaws. Even in high-definition. And you better use every tool to your advantage when projecting your image to thousands of viewers a day.
OFF camera, though, is another story. Anything and everything happens off-camera: run-away, remote-controlled cameras, exploding studio lights and potty talk that would make a sailor blush. And that’s just during the first commercial break. In the middle of all that, it also pays to remember that in this age of Flip Cams and YouTube, there really is no such thing as ‘OFF-camera’ anymore. So you need to be ready for anything, anytime – while always remembering that millions of people could end up watching you do anything, at anytime. Especially when working with a studio full of naughty engineers with trigger-happy YouTube fingers.
Thankfully, it’s also good to remember, there’s always another show and another chance to redeem yourself – or to at least top your last YouTube video. Just try to be patient.
But understand that patience is not always a virtue – especially in TV News. And especially when you have a 24-hour, 7-day-a-week news cycle to fill, and you must be expected to travel anywhere, anytime to fill it. This includes midnight house fires, grisly accident scenes, snowy mountain passes – and Florida.
If you do find yourself in Florida, always wear water-proof mascara to a hurricane. And always beware of fire ants. Especially when you’re standing on a street corner right after a rain storm in downtown Tampa and they swarm up your legs during a live broadcast, forcing your cameraman to grab his camera rag and frantically swat at your legs – just-out-of-view-of-the camera-lens – while you try to continue speaking calmly about the school levy story to the unsuspecting anchors back in the studio (fortunately, this happened before the age of YouTube). Always be prepared for anything, anytime.
Including: Balls of Fire. Specifically, balls of fire ants, which the ants like to form during rain squalls so they can then bounce down flooded roads and streams and then instantly swarm all over the first thing they hit…like, say, the hip waders of an unsuspecting TV reporter from Seattle, who is standing in the flooded road trying to get the best possible shot for her 5pm live shot (again, thankfully, before the age of YouTube). You never know what’s floating your way in this world. But even if it’s ‘balls of fire’ exploding up your hip waders during the 5pm news, never let them see you sweat. If YOU’RE uncomfortable, then everyone watching you is uncomfortable. You have to learn to keep your cool under fire – or fire ants, as the case may be.
But remember, sometimes, everyone’s STILL gonna see you sweat, anyways. Especially when you do your job under an incredibly bright spotlight for the entire world to see…and on a 90-degree, 90-percent humidity day, at high noon. With your cave woman curls exploding. And your water-proof mascara melting. In Florida. Sometimes, you just have to mop your brow, grin and bare it – no matter how embarrassing it is, or how many people are watching on YouTube.
Speaking of YouTube, remember that even in this ‘age of celebrity,’ it’s usually NOT helpful to be recognized in public, as this will most likely happen while you’re waiting in line at your doctor’s office for your colonoscopy, or slinking into line at the pharmacy counter to buy some type of unmentionable medication (also know that children don’t usually appreciate having celebrity parents. Especially when they’re ALSO standing in line with their mom to buy some type of unmentionable medication).
Know that all the world’s a gossip, and everyone wants to know what your co-anchor is REALLY like. Know that you can NEVER – under any circumstances – tell anyone but your spouse what your co-anchor is really like.
Remember that free food works wonders. Feed an overworked, underpaid crew even the most cold, congealed, cardboard pepperoni pie, and they will walk to the ends of the earth for you. Or at least drive to the top of a snowy mountain pass for that 11:30pm live shot, without sabotaging your anchor seat with duct tape.
Understand that every female TV reporter tends to date at least one TV cameraman. Especially the ones who give you good lighting.
Know that I am very glad I married my TV cameraman. It really helps to be married to someone who understands your crazy hours, crazy schedule, and crazy work mentality when you have an essentially crazy job.
Know that sometimes, ‘sleep happens.’ But rarely. And poorly. Because news happens any time and all the time, there usually aren’t many good shifts to work in TV news. Which makes it great training for parenthood.
Remember that everyone loves babies. Just not always the ones that require you to take a 3-month maternity leave.
Be warned that it’s really NOT possible to pump 5 ounces of breast milk during a 4-minute commercial break. But know that you CAN anchor an entire 4-hour morning show on 30-minutes of sleep. You just won’t remember doing it.
Know that sometimes, even Christmas gets cancelled. In this day and age and country, you need to be prepared to work holidays, weekends, nights, overnights, mornings, and straight through lunch and dinner. No matter what your seniority level – or industry, for that matter.
If you’re fortunate enough to have a job, don’t be surprised to be paid less and less to do more and more. As most of us have already noticed, many salaries – especially in TV news – are shrinking. The entire industry, like so many others these days, is undergoing massive economic upheaval. Which means no more blackmail-picture-inducing, empty-liquor-bottles-bouncing-out-of-the-news-vans, who-the-heck-did-I-go-home-with?, company Christmas parties. Which isn’t necessarily a bad thing. However, if you DO still work for a boss who throws a company Christmas party, and the GM’s wife accidentally lights her bosom on fire at the no-host bar, be prepared to sacrifice your 8-dollar margarita from the no-host bar to quickly put it out. And resist the powerful urge to post the pictures on Facebook.
Be open to meeting people from all walks of life. Thanks to my job, I now know the Dalai Llama is a very nice man, Hilary Clinton is one tough broad, and Dave Mathews does not enjoy stumbling across an unexpected entourage of media crews with cameras in his hotel suite. Again, you never know what – or who – is floating your way in this world.
Understand that reporters, like most folks, tend to get star-struck, and love to post pictures of themselves with famous people in their newsroom cubicles for all to see. Especially for newsroom tour groups. But know that newsroom tour groups will likely always walk by your desk and stop to peer at you and your famous-people pictures just when your doctor finally calls with your test results.
Remember that when it comes to impressing the boss, you gotta get it fast, get it first, and get it right. And bonus points if you convince the competition that the enormous warehouse fire is in the OTHER county.
Be forewarned that men look funny in pancake make-up. Especially when they do their own make-up. And yes, almost everyone in local TV News DOES do their own make-up. And hair. And wardrobe. Just like everyone else in the world, only in FRONT of the world. So please don’t call the station to complain about their bad hair days.
Understand, as you probably do by now, that TV News, like so many other high-profile jobs, is NOT glamorous. Especially with its 3 am wake-up calls, melting mascara and balls of fire. Don’t ask about the pee jars in the satellite trucks.
But know that you shouldn’t pursue a career simply for the glamour or the money. In a perfect world, you do it because you love it and because you’re making a difference in the world by doing it. Even at 4 a.m., when no one’s watching.
Understand that sometimes you have to carry the weight of the world on your shoulders. And still keep smiling.
Know that coffee can help. Or tequila. But anchoring hung-over – does not.
And while it may be possible to carry the weight of the world on your shoulders, it is NOT possible to drag the weight of an entire anchor desk across a newsroom studio. Just ask the brand new weather man who attempted to do so during the 5pm newscast in Tri Cities, when his microphone cord got tangled around the anchor desk. The anchor desk won. And that determined weather man is now in a top-10 market.
Know that cord-less microphones are a wonderful invention – unless you forget to turn yours off while running to the bathroom during a commercial break.
Remember the glare of the spotlight is an incredibly powerful thing. And most people welcome the spotlight being shined on criminal or unethical activity -just not on their OWN criminal or unethical activity. Especially school board members who’re holding their board meetings at a neighborhood strip club. In Florida.
Never try to re-enact a tornado blasting apart a mobile-home with the aid of 3 industrial-sized fans, no matter how many times your boss assures you it’s perfectly safe. And if you do, first make sure your insurance policy is up-to-date.
Understand that TV News can offer you a front-row seat to history and incredible experiences most folks can only see….on TV.
Also know that TV News can force you to spend your first day – on your very first job – driving around an unfamiliar town, with unfamiliar camera gear, blindly searching for a story for an unsympathetic manager – on Christmas Morning. In a blizzard. By yourself.
Know that it is OK to cry during your first day on the job…as long as no one sees.
Know that it’s NOT OK to ‘snot’ on air – even if a co-anchor offers you 100 dollars to do so.
Know that if someone like, say, Peter Jennings is caught snotting on air, that video will instantly and permanently circulate YouTube and make every blooper tape at every newsroom Christmas party (for those who still have one). Again, there’s no such thing as ‘off-camera’ anymore.
Know that you will suffer the worst coughing fit of your life only when solo anchoring. Or swear into an open microphone as the tear gas cloud from the riots envelopes you, just as your boss steps into the control booth. And remember that TV news engineers – or any passing coworker, for that matter – will never miss the opportunity to record every embarrassing coughing fit and swearing fit and post it on YouTube. Know that humility is a powerful trait.
Understand that the once-in-a-hundred year flood will only happen when the boss is out of the town, your child has the flu, and the TV news helicopter is in the shop for maintenance.
Remember that monster storms mean monster ratings. Which means more people than ever will know if you forgot to wear your waterproof mascara.
Above all, understand that no matter what – someone, somewhere in this world will hate how you look, how you sound, and how you act on the job. While at the same time, someone else will love it. Which is fine, because…
In the end…it’s just a job.
And it’s just TV.
Use The News
When people ask me how to get their stories in the news, I tell them, “Learn how to Use The News.” In my last post, I talked about learning how to define your story and connect to your target audience. Now it’s time to focus on the nuts and bolts of sharing your story. If you want to get in the news, you need to learn how to best ‘use’ the news to your advantage. Here are a couple tips to get you started:
Make it Matter. Before you start sharing your story with the world, ask yourself, “Why should people care about this?” Are you sharing some expert knowledge or tricks of your trade to improve their jobs or lives? Do you have an exciting community event to invite people to attend? Are you issuing a call to action to help someone in a desperate situation? In short – what’s your purpose in sharing your story? No one wants to hear a commercial. We want useful, relevant, compelling information. So whatever message you’re trying to share, make it matter to your target audience. Personalize it. Create a sense of urgency around it. Tailor it to your audience’s needs. Put yourself in their shoes and constantly ask yourself, “Why should I care about this?” Find that connection and make it happen.
Start Small. When people dreamily tell me how they’d jump at the chance to tell their story on Oprah, I say, “Not yet, you don’t. It’ll just make your website crash.” So many people want to start BIG and launch their story on a national platform. I say just the opposite (especially if you’re operating on a shoe-string budget and acting as your own PR department). Start Small. Picture a ‘spiral strategy’ and grow your story out of your own backyard – in your neighborhood, on your blog, at your kids’ schools, in your community center and coffee house or professional networking group. Again, it depends on WHO you’re trying to reach and where they are. But you can often be most effective at sharing your story by starting in your own backyard and then growing it out from there. This offers you a relatively safe ‘soft launch’ environment in which you can continue to hone the angle and effectiveness of your message. It’s also where your strongest connections likely are – the people who will support you and help you carry your message forward – to give you the strongest foundation from which to launch your story. So take advantage of that foundation and don’t automatically dismiss the notion of ‘starting small.’
Use Social Media. It should go without saying, I know. Social media is one of the most powerful tools we have to allow us to instantly connect with our community. Yet I’m continually surprised by how many folks are still afraid to use it. You gotta get over that. I’m not suggesting you launch your own online media empire, or even your own website. But at least be able to start a simple blog or Facebook page. If you don’t know how, ask a friend. Ask your kids. Ask your kids’ friends. It shouldn’t take more than a few minutes. If you’re hoping to share your story and connect with your target audience, you have to give that audience somewhere to go, somewhere to drive that traffic, somewhere supporters can connect. Then you can encourage them to ‘like’ your page and share your message with their own networks. You need them to help you spread your message, and you need to make it easy on them to do so. It doesn’t get any easier than simply asking someone to click on a ‘like’ or ‘share’ tab. So take advantage of one of the most powerful, FREE marketing tools at your fingertips. Even if it means begging for help from a 12-year-old.
Use Your Neighborhood News Sites. Starting ‘small’ doesn’t mean ignoring the media. Practically every neighborhood around me these days has its own online news site or blog (if not several) and many are established content partners with major media outlets. They can provide a great backdoor to those larger outlets. It’s one of the latest trends in media, called ‘hyper-local news.’ Which basically means we tend to care most about what’s happening in our own backyards. A multi-car pile-up three counties away from me isn’t likely to grab my attention as much as the broken traffic light at the intersection right in front of my house. That’s where neighborhood news sites come in. Their editors are always looking for interesting, local content, yet they often get overlooked. So don’t overlook them. They can be a great way to spread a story within your own community – and you never know when a story they’ve covered will get picked up by a larger media outlet.
Make Friends in the Media. As the saying goes, it’s not what you know, it’s who you know. So get to know your local beat reporters and editors. Say you have a story to share about your son’s school. Don’t just send an email to the news desk of your favorite TV station. Find out who the TV and print education reporters are in your community. Email the editor of your neighborhood news site. Ask them if they have time for a quick phone call or cup of coffee. Introduce yourself. Find out what kinds of stories they’re looking for and think about how you might be able to help them. Get ahead of the game and try to build these media relationships BEFORE you need them, so you’re more likely to get that return email or phone call when you really need it. You don’t need friends in high places to share your story - just the RIGHT places.
Finally, Make It Easy On Me. When a reporter or editor contacts you about a story, make sure it’s all set and ready to go. Don’t pitch what you don’t have. Make sure they have the contact information they need for interviews, and make sure those key interviews are agreeable and available. Put on your PR hat and make it happen. Try to schedule interviews and events at a convenient time for folks – and especially reporters on deadline – to attend. Make sure there’s available parking. Offer free coffee or snacks (you’d be amazed at what free food will get you. Especially among reporters without a meal budget). You’re far more likely to make it in the news – when you make it easy on the news to reach you. It’s just one more key lesson in learning how to Use The News to your advantage.
Broadcast Your Story
Throughout my broadcast news career, people continually asked me, “How can I get MY story in the news?” Actually, the first thing they usually asked me was, “Who does your hair and make-up?” (me, myself, and I), followed by, “What’s your co-anchor REALLY like”? (no comment). THEN they would ask how to get in the news. They wanted to know, what’s the secret to getting noticed? How could they get that producer to return their call or email? Or, how could they create a memorable keynote speech – or ‘elevator’ speech? Or, how could they generate publicity for their company or school event? They’re essentially all asking the same question: How do I share my story?
I’ve spent two decades learning how to ‘cut to the chase’ and find the most compelling story angles of countless news events. Along the way, I’ve developed a fairly good sense of what should – and should not – make it into the daily news. It all boils down to the same criteria: Why should I care? Will people connect to this story? We all want to feel connected to our world. It’s one of the most powerful emotions you can tap into. Facebook is a perfect example of this. And conversely, if people DON’T feel connected to your story, you’re pretty much dead in the water. It’ll just become one more forgotten tidbit in our over-booked, overly-cluttered lives. So, how do you connect?
The first question I always ask people is, “What’s Your Story?” Whether you’re pitching a story to the media, drumming up an elevator speech – or keynote speech – or organizing a charitable event, you have to know your story (or your brand, as people often say). So the first thing you need to do is define your story. If you want to connect with people, you have to be very clear about who you are and what your message is. To determine your story, start by asking yourself three questions: Who am I? What do I do? Why should people care? Once you’ve answered each question in a succinct, compelling manner, refine those answers and practice saying them out loud, in front of a mirror, or to anyone who’s willing to listen. Get comfortable with your story. Believe in it. It has to be sincere, because we can all smell a phony a mile away. Once you have your story down, you’re ready to share it with the world.
The second question to tackle is, “Who am I trying to reach?” In other words, who do I want to share my story with? Who is my target audience? Is it your child’s school? Your colleagues at work? Your clients? Your community? Figure out who you’re trying to reach, then think about what THEY care about. Find that common denominator between you and your audience. Make the connection. Then refine that part of your story that will best connect to your audience. For example, say you’re a mom on a fundraising mission for your kids’ school and you’re trying to spread the word beyond your immediate school community. Perhaps you can write an editorial to your local paper or neighborhood news site. Post articles on your social media sites and area blogs. Ask your friends and family to forward those posts. Hang banners around town. Offer to speak at community gatherings. Define yourself as a parent on a mission to help our kids. Stress why you’re so concerned about this fundraiser and the larger issues behind it. Maybe it’s heartbreaking for you to see your kids at risk of losing a crucial school service. Use that angle to connect with other parents (and media) in your community and generate support. Now you’re not just emailing other parents and asking them to donate to another fundraiser. Instead, you’re sharing your story – wrapped around a compelling issue – and connecting with your target audience. No matter what the circumstances, know your story, know your audience, and learn how to best connect with them. Then you can really ‘cut through the clutter’ and Broadcast Your Story to your world.
Up next, some tricks of the trade to help you share your story and connect with the media.
Why Good Writing is Crucial
OK, while I now know I probably should’ve paid a little more attention to my hair during my TV years, in my defense, I grew up in a rather non-hair-caring kind of Northwest family who tended to stress substance over style. This did not always serve me well during my TV career. Especially in Florida. Fortunately, I also grew up in a family of writers and English majors, which DID serve me well, because I quickly realized my professors at the Edward R. Murrow School of Communication at Washington State University were correct when they insisted that writing matters. A lot. Compelling, creative, succinct writing – on air, online, and in any career – can help sell any story or idea. Bad writing can destroy the best of stories – and make permanent enemies of the grammar police, who will not hesitate to express their views on the station’s daily call sheet (right after they weigh in about your hair).
So what makes ‘good’ writing? There are, of course, entire books devoted to that subject. But perhaps the best tip I received from the experts early on in my career is Less Is More. One of the hardest lessons I learned during my first reporting job was how to condense my writing. No more flowery, prose, why-use-one-word-when-I-can-use-ten English-minor ramblings. I had to re-program myself to write succinctly and conversationally (translation: less Faulkner and more Hemingway). This can be quite a challenge when trying to re-work a 25-page government news release into a 25-second script for the 5pm newscast. But since most people these days only have the time or interest for the 25-second version, it’s a skill that’s served me well in all my written correspondence, whether on air, online – or while responding to the grammar police.
For a quick, nuts-and-bolts course on effective business writing, I recommend Dr. Julie Miller’s program, ‘Business Writing That Counts.’ (www.businesswritingthatcounts.com ) She really knows her topic and offers great tips for any business person, at any stage in his or her career.
