An Inside Look at the NBC 10 Morning Meeting

Part of my job in public relations is finding the balance between what the client wants and what the media finds newsworthy.  This is no simple task under normal circumstances, but television is a particularly tricky beast.  First, you need not only an interesting story; you also need a compelling visual to go along with it.  Even if you do have that, timing may be against you: news crews are short on cameras and have a much quicker turnaround time for their pieces than print media.  Then heap that on top of the fact your story is up against the waves of pitches from other communications professionals, natural disasters, updates on the national debt and economy, and police reports.  With all of the factors to consider, what’s a PR pro to do?

Go inside NBC 10’s morning meeting, of course.

Recently, I had the great opportunity to get a first-hand look at how Vice President of News Chris Blackman and his team work.  I walked into the NBC 10 studios in Bala Cynwyd at 9am expecting the caricatured chaos depicted in movies – papers flying everywhere, arguments over which lead should take priority, and every reporter angling for the most speaking time.  Instead, I witnessed one of the smoothest meetings I’d ever been in. 

A crew of about 20 or so people filed in with their coffees and portable breakfasts.  Chris used a white story board to lay out each beat, news slot, and reporter.  He went through the list, asking for ideas related to the shore, health, local news, and AP pickup.  No one interrupted or tried to shout over someone else; they all just wait for their beat to come around.  Chris filled in assignments next to each reporters name and corresponding news program.  A map of the day became clear over the 30-minute meeting and before I knew it, everyone emptied out to put together their news packages.

Some of the most important things the meeting reinforced for how I approach pitching broadcast include: 

· Always think in terms of local:  Apartment fires and shootings air on the news so often because they truly impact the people of Philadelphia and their safety.  If you represent a national brand or even a local brand that is part a larger trend, tie all of your ideas back to how they affect the city and surrounding areas.

· Know the right reporter:  I’ve said it in other blogs, and I’ll say it again! Targeted pitches are the way to go.  Each NBC 10 reporter had his or her time to talk in the meeting, rather than Chris just handing out whatever came in through the news desk.  The next time you call the news desk, ask who covers a specific beat and start sending your stories to him/her with a CC to the desk.

· Get creative:  There are dozens of ribbon cuttings in the city.  Anybody can give a speech.  But find a story that involves a grandmother punishing her grandson over bacon?  That will get the reporters’ attention.  The news team wants (local) pieces that the public will talk about at the water cooler all day.  Think outside of the box and make a standard photo opp into something bigger.    

Thank you again to Chris Blackman and NBC 10 for hosting me! 

This blog post was written by Christine Guerrini. Christine Guerrini is a member of the public relations team at Tierney agency in Center City Philadelphia. A Villanova grad, Christine specializes in media relations, social media and research. She has worked with clients in a variety of fields, including consumer, non-profit, and B2B. Outside of work, Christine is an avid fan of the Arts, whether exploring museums or sitting down with a novel. Connect with Christine on Twitter (@CMGuerrini) or at http://www.linkedin.com/in/christineguerrini .  

Incoming PPRA President Chris Lukach in Philly Ad News

 

Congratulations Chris! You make us very proud and we're happy to have you as our incoming president.

Rock to the Future, a Philly PRoactive Partnership

“There are no walls in music.” -Pierre Robert, disc jockey, 93.3 WMMR.

In 2009, PPRA launched “Philly PRoactive,” a community-based project that assists local non-profits in need of PR assistance by partnering them with members on a volunteer basis. This year, the two non-profits chosen to receive PR guidance in the Philly PRoactive program were Rock to the Future and Girls, Inc.
Guided by Jill Flanagan, M.A., PPRA community service chairperson, the team of volunteers included Meg Boyd, Nina Scimenes, Farra D’orazio, Michelle Kane, Thomas Rogers and Christine Guerrini who worked with Jessica McKay, founding director of Rock to the Future for the past six months on various public relations efforts. 

Rock to the Future, now approaching its second year, is a free, afterschool music education and youth development program for Philadelphia School District students (ages 9-14). The program focuses on the incorporation of music education with academics to create success in school and in life by improving cognitive thinking, learning capacity, socialization skills, self-esteem and creative thinking. The premise is that students will learn an instrument –– and will also receive homework help. The students worked together to write new, original music and attend free educational and musical seminars. The program is 100% free to the participants and relies on the donations and support of the community.
The idea of Rock to the Future was first conceived in 2008 by McKay, a Temple University graduate with a degree in business administration and economics. McKay began her music education at a very early age and knew the positive effects that music education has on academic excellence. She created Rock to the Future to pursue her dream of spreading music education to underprivileged youth.

Together the PPRA volunteers produced a PR plan, news releases, media alerts, brochures, a donor solicitation letter and a media kit. They grew the media contact list, took photos, pitched their plea for coverage and assisted in social media efforts. Highlights of the first year included coverage in the Philadelphia Inquirer for the first holiday concert, an educational workshop with Curtis Institute graduates and news coverage on their year-end showcase at the World Café Live.

"As a newbie to the Philadelphia public relations world, I couldn't have had a better entree than helping out a worthy cause like Rock to the Future!" said Thomas Rogers, candidate, Master of Arts in communication, Villanova University.

“Being a former high school band-o, it was a privilege to help Rock to the Future grow and give these kids the opportunity to shine,” said Michelle Kane.

Although assistance was given to Rock to the Future, it was McKay’s foresight, proactive approach and unwavering commitment to Rock to the Future that made her first year a success. On her own, McKay had the students perform in numerous festivals, had articles appear in local journals, held benefits to raise funds with local bands, produced a YouTube video and obtained a 501(c)3 status! It was a learning experience from both sides. Thanks to all those who helped out this year. 

This blog post was written by Meg Boyd. Meg Boyd is currently a communications specialist for Catholic Health East, a $6B geographically dispersed, multi-unit, Catholic healthcare organization that serves ministries in 11 states. Here she delivers effective communications for both internal and external audiences in a wide range of mediums in the corporate office.

She is also a freelance writer for Main Line Today magazine and volunteers for many community organizations including the Women’s Resource Center, Good Works, Inc., and Chemo Clothes. She is chair, communications and marketing for the Villanova University Alumni Association, Greater Philadelphia Chapter and is a member of both PRSA and PPRA currently working with the PPRA Proactive Program in assisting Rock to the Future with their public relations efforts.

She earned a M.A., in strategic communication from Villanova University and a B.A., in communication from the University of Dayton, Dayton, Ohio.