#MediaMonday – What We Learned from ABC15
ABC15 Arizona opened its doors to PRSA Phoenix this past month, welcoming us into the studio. A panel of ABC15’s newsroom professionals answered our questions, shared what makes a pitch stand out and discussed how us public relations pros can build stronger, symbiotic relationships with the media.
The panel made up of Cortland Jeffrey, digital director; Nikki Ramirez, nightside producer; Kianey Carter, assignment manager; Danny Bavaro, video; and Victoria Valenzuela, was full of important tips and takeaways.
Visuals are here to help
Always keep in mind what a story will focus on visually and whether it will be compelling for both the station to share and viewers to watch. Include good horizontal video, whether archival footage or content captured the same day, that can accompany the story when it airs.
Editorial meetings are early
ABC15 starts planning the day in its first meeting around 8:30 to 9 a.m., so make sure your pitches are in early. By 8:15 a.m. is ideal for a pitch to be included in the discussion. Whether pitching a story the next day or planning coverage for the week leading up to an event, timing is key.
Soundbites matter
Like visuals, a brief soundbite from an interview or a strong audio element can make a story even more compelling. Experts sources are always welcome. If media are unable to attend in person, providing a short interview clip with your spokesperson can maximize coverage, get your message out effectively and give your story more staying power.
Tailor your pitch
ABC15 runs broadcast and digital platforms in parallel. Pitching both is encouraged, but consider which story works best as short-form TV versus longer-form digital or streaming content. Consider topic, who your spokesperson is, who it engages and more.
Make it local
Ask yourself why an Arizona viewer would care about the story. If you are pitching a national study, shortage or trend, translate why it matters locally. Don’t just share the national story, illustrate why it is relevant and impactful for viewers in the Valley and how you can help tell it.
Clarity is key
Whether in media interviews or pitching, clear and concise communication helps your spokesperson deliver effective talking points and ensures your message is understood. Include the who, what, where, when, and why behind your story, and avoid creating extra work for the newsroom. Be prepared with who will be interviewed, their availability and the topics they can discuss to streamline the process.
Be aware of tone
The news cycle can be heavy. Look for ways to provide uplifting stories, positive solutions, or examples of overcoming challenges. ABC15 notes that these stories are always in demand and much needed.
While these tips can help you craft compelling stories, everything begins with the relationships and trust you build with the media. Let HMA help you share your stories by reaching out to us today!
