Archive for TV
Remembering an Extreme PR Experience
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Today’s announcement that ABC’s Extreme Makeover: Home Edition will soon come to an end brought to mind Sawmill’s experience working with the Hollywood producers during a 2007 build in Port Deposit, Md.
It was one of those extreme PR assignments that come along every so often, requiring constant caffeine injections as we managed all aspects of media relations while a team of more than 1,500 volunteers built a 4,300-square-foot home and a therapeutic riding facility in less than a week. Actually 106 hours, to be exact, and we wouldn’t trade those 20-hour days for anything.
Sawmill was brought on board to craft messages, help with product placement, provide media coaching and provide round-the-clock management of the onslaught of media coverage that was sure to arrive with Ty Pennington (seen above with the Luther family on “Move That Bus” day) and the rest of the cast of the Emmy Award-winning reality television show, including the always-in-pink Designer/Carpenter Paige Hemmis (below, chilling with Jeff just after the door-knock).
During the course of the build week, results included more than 55 television stories, dozens of newspaper articles, regular live radio interviews coverage in the trade press and one surprised family!
An Insider’s View from Television Hill in Baltimore
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Here at Sawmill we take every opportunity to meet with decision-makers in the news business to learn how we can help them do their jobs. We recently heard from news and assignment desk sources at WJZ-TV, the CBS affiliate in Baltimore, who told us exactly what they’re looking for and how to reach them. We then took a quick tour of the studio with members of the Baltimore Public Relations Council. Here’s a behind-the-scenes (or should we say in-front-of-the-cameras) view, beginning with the Morning Edition desk, then sweeping left to the main news desk and finally the First Warning Weather center.
Food for Thought: One Way TV Looks at Your Pitch
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I had dinner at the home of a Washington, D.C. television reporter over the weekend, and while sitting in front of a crackling fireplace, we talked a bit about where our paths cross – news and PR. And one of the most enlightening comments worth sharing was this:
With limited staff, TV stations simply cannot risk going out to cover an event unless they’re sure it’ll result in a story. They’re devoting at least two people, putting them on the road for maybe a half day, burning a half a tank of gas and lugging a half-million dollars of equipment. Come back empty handed? Not a risk they’re willing to take.
That’s one reason a fire, shooting or accident is a sure thing to make the news. Not only does it keep the ratings game going, it’s pretty much a guarantee that the crew will return with something to air. The ribbon cutting or “special announcement”? Don’t bet on it.
So, PR people, put yourselves in the TV producer’s shoes and think about the economic risk factor the next time you’re prepping that TV pitch.
Anyone who’s spent time as a police reporter knows what this is all about – making the dreaded daily phone calls to dispatchers at remote police stations and sheriff’s departments to ask the same question: “Anythin
g going on?” Second only to the scanner crackling away in the newsroom, it’s the lifeblood of any local news organization. The critical first steps in news gathering. And a lot of it relies on prying loose the info from the staffer at the other end of the phone line – typically a stressed out dispatcher who hardly wants to engage in a conversation with “the media” and – gasp – reveal any information.
But take a look at how Jason Mays (or @Jason_WCMH), left, uses Twitter to turn the chore of making beat calls into part entertainment, part breaking news each night. Through his tweets, anyone of his followers can learn first-hand what’s going on in Central Ohio – even before it becomes breaking news – as he spins through his Rolodex in the early evening hours dialing up the county Sheriff’s Departments and Highway Patrol offices throughout his TV station’s coverage area.
A self-described “scanner rat” who works the phones for NBC affiliate WCMH in Columbus, Ohio, Mays has created a loyal following for his nightly “Beat Calls” (maybe even the competition!). Here’s a sampling of some of his tweets from recent months, documenting calls placed as well as some he receives while on duty at the NBC 4 assignment desk. Some serious, some off-the-wall. All provide a glimpse into life in journalism’s front row seat:
Bank robbery just occured at 7450 Sawmill rd. Man with gun gave teller a note. Guess what? He got a dye pack. he he he. CPD looking for him.
FAIRFIELD CO – Working on absolutely nothing.
Multiple football injuries going to local hospitals tonight. I think I heard its the first day in pads for HS.
US 33 WB AND 104 EB CLOSED DUE TO MOTORCYCLE AX. POSS FATAL. MAN MAY HAVE FELL OFF OF BRIDGE DURING AX
REYNOLDSBURG PD – the ever personality-less courtesy extended to me once again.
FAIRFIELD CO – working a neighbor dispute of a neighbor that mooned the other
Now to jinx myself. The scanners are very quiet. Very little going on. A purse snatching, 1 DOA natural causes, a grill fire, that’s it.
LICKING CO – dealing with their resident daily crazy call. I have 2 people that call me every day and ask crazy questions.
UNION CO – I pressed ’1′ for general information. Got it. I asked what’s up.. .she said… General stuff. Clever girl.
Got my weekly UFO call. Check.
