Scott Libin is arguably one of the most talented and experienced TV News Directors in the United States. He currently works as a Consultant and Project Manager at Internet Broadcasting here in St. Paul.
He has more than 25 years of experience in the TV news business and is well-respected across the country, so when he agreed to have lunch the other day I was thrilled at the opportunity.
Our conversation brought up several great reminders, along with some new insights. Some highlights/reminders/takeaways for myself and other PR professionals:
- In TV, everything is dependent upon what else is happening that day. Scheduling your event on a day when little to nothing else major is going on in your market is critical.
- Help the reporter/producer visualize what the segment would look like. Do the journalist’s job for him. A great pitch covers everything a TV producer needs – the visual, the news hook, location, timing, logistics, etc.
- It might seem antiquated to some, but e-mail pitches are still preferable in many instances. They allow an assignment editor to forward all the relevant information easily to the proper person, along with attaching a note or instructions regarding the story idea. E-mail is also a nice way to allow a news manager or assignment editor to take a quick look at your story without being tied up/hassled as a PR person stammers through a pitch verbally, chewing up valuable seconds/minutes that the editor/manager doesn’t have.