How to Pitch a Lead-Worthy Story

The life of a TV multimedia journalist is anything but predictable. However, during my two summers at KELOLAND News in Sioux Falls,SD, there was one constant: a daily morning meeting at 9:00 that consisted of a story pitch session. 

Every day started routinely. The reporters, producers, web editors, assignment editor, managing editor, and news director rolled our chairs to the center of the newsroom. The assignment editor always started the meeting by explaining the stories that were already assigned to reporters. We then went around the circle for "leadable" news story ideas. The next round was reserved for "nonleadable," or "feature-ish" story ideas. Next, the assignment editor, (with the help of producers and managing editor), decided which stories would be given to which reporter. The reporter then provides a focus sentence for the story, and the meeting is over. 

Of course, nothing was ever set in stone. If I had a dollar for every story that fell through, or had to be changed for various reasons... let's just say I'd have a lot of dollars. But even though things are constantly changing in TV journalism, the first step to a good story is a good story pitch. 

Like most things, giving a smart story pitch that's actually worth following takes a bit of time. You have to think about your target demographic, the time of year it is, national stories, stories that are going viral on the Internet, and things that matter to your viewing audience. 

Here are a few tips to make great story pitches that will impress your editors, and click here if you'd like to hear from professional editors about the most common mistakes they see when reporters pitch stories to them. 

1. Don't Just Pitch Calendar Events

Of course, there are calendar events that are worth going to, and it's smart to keep important dates in the back of your mind. However, the best stories come from things that aren't necessarily scheduled events. Think outside of the box, and know what's important to your viewing audience. 

2. Think Ahead

That being said, you don't have to think about ideas for just the current day. Keep things like important city council decisions and election dates in the back of your head, or, better yet, mark them down on a calendar. 

3. Think Of Sources/B-Roll For Each Pitch

In our morning meeting at KELOLAND, we didn't necessarily have to talk about each particular source we were going to contact, or what video we were going to capture, but these are important things to think about when pitching a story. Don't just think about the idea, make sure you know how to execute it. 

4. Take The Tips You Receive Seriously

At KELO, we had a tip-line phone number, where viewers could call in and pitch their story ideas to us. In all honesty, a lot of these ideas led nowhere, and had no backing behind them. However, some of them turn out to be validated, and have led to some fantastic stories. 

For instance, this summer on a random Sunday evening, I answered a tip caller who said the Santee Sioux Native American Tribal Council had voted to legalize marijuana on the reservation land. We had heard nothing at the station about this, but I decided to pitch the idea on Monday. The assignment editor gave me the go-ahead, and it turned out that we were the first station to cover the council's vote. It was my first time "breaking" a major news story, and it was all because of a tip call. 

5. Search Online

It's always important to utilize the vast amount of information available on the Internet for story pitches. For instance, I always checked the AP news wire before each morning meeting to catch up on any news I had missed overnight. I also read up on national news stories, because localizing national stories is a great way to draw viewers' attention. 

Sources

Sources: without these, our stories would lack factual grounding, additional human perspective, and varying points of view. Essentially, without sources, our stories would be... well... nothing. 

Sources of information can range from Internet databases, to government reports, to industry experts and CEO's, to people supporting/opposing certain initiatives, to victim's families, and even random people living in a specific neighborhood. 

Each source you incorporate into a story brings an additional layer to the mix, and therefore, a better understanding for your viewers. 

Sometimes, sources come from unexpected places. Other times, you're just simply in the right place at the right time, and the source you talk to gives you the inside scoop that no one else has. 

The key is to always keep your eyes and ears open. In addition to the list below, check out this list of tips from the Poynter institute. They talk about how to maintain good, but professional relationships with sources, how to make small talk, and distinguish between "on" and "off" the record. 

1. Patience
Sometimes, your source isn't going to answer right away, or they may take awhile to get back to you. Be patient, and have your phone on you, (and charged) at all times. 

2. Persistence
Don't give up. Often times, your "perfect" source of information isn't going to answer their phone or email, or they'll be out of the office until Monday. Other times, finding random "Man-On-The-Street" interviews, (often referred to as MOS's), isn't easy. People reject you because they're busy, the topic is controversial, or they simply don't have an opinion. You have to keep going, and you have to keep pursuing sources. 

3. Let Your Sources Explain Things To You
Even though I always do my research before a story, I think it's important to start the interview off by having your source explain the topic to you, as if they were explaining it to someone who had no prior knowledge with the topic. Then, you can ask more in-depth questions based on your research as the interview goes on. By doing this, you're going to be able to explain the topic better to your audience. 

4. Foster Good Relationships With Your Sources
This doesn't mean you have to be unprofessional or biased, it just means you utilize the contacts you have. For example, you're listening to the police scanner, and hear about a possible fatality on a nearby highway. 

If you have a reliable contact with the Highway Patrol, this is the perfect time to call them. That being said, it's very important to respect your sources and treat them with courtesy. They are taking time out of their day to help you do your job, so you should be very thankful and appreciative of the help they are giving you. 

5. Become Best Friends With the Secretary/Communications Director
When a source isn't getting back to you, it's easy to get frustrated or distraught. But the bottom line is to never take these feelings out on the secretary. These people are often the ones who can put you in contact with the right people, and hold a lot of information. Be nice to them, (and everyone), always.

6. Keep A Source List
This is a great way to keep your sources organized. It can be as simple as a word document with phone numbers and emails, or you could create an in-depth Excel document with their name, official job title, etc. 

7. Send Your Story Link To Your Sources
Most times, your sources are going to want to see the story they're a part of. Emailing them a link to the online story is a great way to spread the word about your station as well. 

8. As Your Sources for More Sources
Even if you can't do an on-camera interview with the person you want, ask them to recommend others you could talk to. 

Mastering the Art of Being a Multi-Media Journalist

It's a term that gets tossed around a lot in the world of broadcast news: multi-media journalist. So what exactly does that mean? It means that you are responsible for planning your story and setting up interviews, shooting the video, setting up your own live shots, writing the script, editing the video, voicing your script, fronting the story on live television, promoting the story on social media, and posting the story on your news organization's website.

Sound stressful? It is, especially at first. And as a multi-media journalist, you're going to make a lot of mistakes at first. The best thing is, you're going to learn from each embarrassing moment. 

Speaking of, I have an arsenal of them from my first few summers as a "one-woman band," as we're often called. I'll share a few anecdotal musings. 

1. Forgetting to press record during an interview, and having to ask this person to repeat the entire process. 

2. Having equipment malfunction at the worst times, microphones not connecting to the equipment, having equipment that belongs to another camera, etc.

I could go on and on. But the overall point of these stories is that everyone makes mistakes, but mastering the balancing act of being a multimedia journalist definitely gets easier as time goes on. Here are some tips from video journalist Anne Herbst, who has some helpful tips when it comes to preparing your story before you leave the newsroom. 

1. Have a Mental Checklist Before/During/After Shoots

This tip proved especially helpful for me. In the beginning, there were certain things I would tend to forget: extra batteries, necessary notes and contact information for sources, and directions. I would also forget to ask certain things in interviews, I would forget to white balance the camera, to get wide, medium and tight shots, etc. After awhile, I learned to ask myself a series of questions before/during/after shoots. Here's an example of a mental checklist that would run through my head

Before: Do I have extra batteries, notes, a pen and paper, both microphones, P2 cards (how we transferred footage from camera to computer), tri-pod, light kit, etc?

During: Did I white balance the camera? Am I in auto, or manual focus? Is the tri-pod balanced? Is my interview back-lit? Can you see my reflection in the background of this shot? Am I getting enough wide, medium, and tight shots? Do I have action shots of the people I interviewed? Are my shots varied and interesting? Did I take the microphone off of my interview?

After: Do I have all of my equipment? Is there anyone else I need to talk to? 

2. Double-Check. Everything. Now Do It Again.

This might sound a little excessive and repetitive, but trust me, you will never regret pulling over to the side of the road and double-checking that you have your P2 cards, microphones, and tri-pod. Doing this only takes 45 seconds. Driving back to your shoot to look for lost items could take so much longer, and could cause you to miss a deadline. 

3. Contact Your Producer/Assignment Editor

This is so important. When you think you've gathered everything in the field necessary for your story, call your assignment editor/producer and let them know. Then, ask them if they need you to get anything else. This is a very broad question, but it shows that you're taking initiative to step up to the plate and help out in any way you can. Who knows, there may be a car crash or street protest happening near you that you could cover. The more experience, the better. 

4. Manage Your Time Efficiently

As a multi-media journalist, you are doing the same amount of work that is usually given to two people (photographer and reporter). Simply put, this means you have less time to get your things together than most people. In no way am I saying that this means you should cut corners on your stories, simply because you have less time. Rather, you just have to be hyper-aware of how much time you have for each step of your story. Know your limits. For instance, as a "one-woman band," I knew that for an average story, it would take me at least 2-3 hours to transfer my footage, log my interviews, write my script, have it revised by my editors, voice my script, and finally edit my footage. This means if my story was supposed to air for the 6:00 newscast, I needed to be back at the studio by 3:00 or 4:00. Of course, limits can always be pushed, and there are always exceptions when it comes to breaking news, but having that general timeline is very important.  

5. Account For Traffic/Travel

This point sort of falls under the category of managing time efficiently, but it is still very important. You have to be very conscious of how long of a drive you have in front of you for each story, (and if you live in a highly-populated area with a lot of traffic, you have to account for travel time, even if your story is within the city). 

For example: this summer, my story assignment on a particular day took me to Flandreau, SD. From the station in Sioux Falls to Flandreau is about an hour-long drive. Let's say I left at 10:00 am. That gets me to my destination around 11:00 am. This leaves me with about two hours to gather my information/interviews and shoot my footage before I need to get back to Sioux Falls. This loose timeline puts me back at home base around 2:00. Like I've said before, this is an ideal situation, and sometimes, OK, most times, things don't work out like this. But it's still important to keep a general timeline in your head while you're out on a shoot. 

6. Dress for Success... But Comfort Too

In an industry where you never really know what the day is going to throw at you, this is a hard skill to master. But as a multi-media journalist, you always have to remember that you're not just reporting on the news as a professional, but you're carrying copious amounts of equipment and gadgets with you at the same time. So, it doesn't matter if you have super cute 3-inch heels that go perfectly with your outfit: you should probably leave them in the newsroom, and switch them out for a pair of flats. 

When purchasing clothes, or dressing yourself for the day, always remember that you're going to be carrying a lot of items, bending over, picking things up, stretching your arms, and possibly running during your shoots. So make sure your dresses are long enough, your blouses are high enough, and your blazers don't restrict your arm movements.

That being said, always account for the weather. I used to constantly carry an umbrella around with me, just in case I had to shoot in the rain. It's also smart to keep a pair of jeans, a company-branded polo and jacket, and rain/snow at your desk, since you never know when you're going to be covering a flood or blizzard (especially in South Dakota). 

Behind the Scenes: How To Be A Great Producer

Let's be honest. The average person watching television news is focusing on the person reporting the news, the words coming out of their mouth, and the video on the screen. I don't want to assume, but most people who aren't directly involved with broadcast journalism aren't thinking about the people behind the scenes: the producers. 

As someone who's worked as a news reporter at a CBS affiliate TV station for two summers, and who's also been producer for one year at the University of South Dakota's weekly newscast, I know that being a producer is a thankless job. It's also one of the most important and integral roles of any successful newscast. 

As a producer, it's your job to effectively and efficiently organize a newscast. There is a lot to think about. You have to make sure the newscast flows in terms of content and types of story, you have to keep track of your reporters and the stories they're covering, you have to constantly be searching for breaking news, you need to keep an ear on the police scanner, you have to build graphics and supers, you have to edit scripts, make time for weather, and most importantly, you have to execute all of this in a live setting. 

Here's an accurate and professional representation of life as a TV producer, including starting salary, responsibilities, and certain qualities needed for the job. 

Bottom line: a newscast is only as good as the person producing it. 

So here are some tips to produce a top-notch newscast. 

1. Stay Calm

Being a producer is a stressful job. More times than not, stories don't come in on time, they fall through and you have to come up with a new plan, news breaks 5 minutes before you go live, your anchor doesn't get to the studio until two minutes before the bump... basically, if something can go wrong, it will. Live television is unpredictable, and as a producer, you need to be able to keep your head on straight when everything is going wrong. You have to be quick on your feet, good with improvisation, and possess excellent problem-solving skills. Additionally, you have to be confident in your decision. If your newscast is running way over on time, and you have to cut your planned live shot, you need to make your decision quickly and confidently: no wishy-washy behavior allowed.  

2. Have a Good Ear for News

You might not be directly reporting on stories, but as a producer, you're the one who decides what's most important for your viewers to see. You have to decide what should go at the top of the newscast: the story about an ISIS attack in Germany, or the legalization of marijuana in South Dakota. You also have to figure out how to make the newscast flow from one story to the next. This can be done with a transition phrase, or some sort of connection between the stories. 

3. Always Have a Back-Up

Like I said earlier, anything can happen when it comes to TV newscasts, especially if you're incorporating live reports into the show. Always make sure you have a back-up plan for when a live interview doesn't show up, or a camera stops working. 

4. Be in Constant Communication With Your Reporters

This responsibility also falls on the shoulders of your reporters, but you both need to be in constant communication with each other. If a story falls through, they need to know that it is imperative that they call you ASAP. Conversely, if you need your reporter to ditch their original story to cover breaking news, you need to call them ASAP. The sooner you're both able to get a hold of each other, the better. That being said, it's also important for you to maintain a good working relationship with all of your reporters. You need to be able to give them constructive criticism, and they need to be able to take it in a productive, non-offensive way. 

5. Have a Critical Eye

This might sound strange, but after producing for awhile, your newscast becomes your baby. That being said, it's your job to catch things that others won't even think about: spelling errors, outdated information, repetitive sentences, etc. It may seem like you're being harsh, but having a critical eye is better than regretting a preventable mistake that makes its way into the newscast. 

Why Objective Reporting Is Still Important

As a journalism student at the University of South Dakota, one of the first lessons presented to me as a bright-eyed freshman was that objectivity is the golden standard when it comes to reporting. 

For those not familiar with the world of journalism, being an objective reporter means you present the story free from your personal opinions, beliefs, political biases, etc. Essentially, you're writing in a neutral manner that avoids categorizing things as good or bad.  

For example, let's say I'm a Republican who supports Ben Carson in the upcoming presidential election, and I'm reporting on a specific political stance he made against an abortion initiative, (while the Democrat candidate Bernie Sanders support it). If I were to write this article and only included Carson's point of view, or wrote in a way that makes it seem like I support Carson, this would go against the standard of objectivity, (and frankly, just bad journalism in general). 

If I were to write an objective article about this, I would first of all set aside the fact that I'm a Carson supporter, and a Republican. Next, I would learn all I could about the specific initiative, talk to the politicians who proposed it, do research on past initiatives/laws/bills regarding abortion, and talk to Carson and Sanders about their stance on the issue. 

Seems easy, right? Not necessarily. Being an objective journalist doesn't mean you simply gather information from both sides, regurgitate it in "he-said"/"she-said" style, and expect the public to gather their own assumptions. You have to provide some sort of context and color to your writing - you are not a robot.

Objective journalism has come under a lot of scrutiny lately. 

Many say that there is no way journalists can completely ditch their beliefs and set them aside at the door when they land a story. 

However, Objective Reporting believers still exist. This is an excellent post by About News that defends objectivity, and explains how reporters can integrate it into their work. 

Here's the bottom line. You can't be strayed by your own opinions and views when reporting. You have to rely on the facts you gather, the research you do, and the interviews you conduct. 

I believe that objective reporting can still exist, and that it is still important. We still need people to present information without former biases in a fair, educated manner. This can be done by better educating journalism students about what it truly means to be objective. 

Promoting Your Story On Social Media

In a World where Twitter, Facebook, Instagram, and an endless number of other social media sites exist, it simply isn't enough to only prepare your story for broadcast anymore.

As a broadcast journalist, not only do you have to focus on shooting, writing, and editing a story, but you also have to consider how you're going to promote this story to further build your personal brand and online presence. 

With so many social media platforms available, it's foolish to not utilize them. 

To illustrate how journalists are using social media to build their own brand, take a look at this infographic. 

As you can see, the digital age is propelling the world of journalism across multiple platforms. Here's a few ways you can utilize those resources. 

1. Post "Behind-The-Scenes" Footage

As humans, we're naturally curious. We enjoy consuming "exclusive" content that we wouldn't normally see on a daily basis. This is why there always seems to be a "back-stage" reporter at major award ceremonies, like the Emmys. It's one thing to see a celebrity giving an acceptance speech online. It's another thing entirely to see them on their way to their dressing room, or conversing with other celebrities.

The same concept is applicable to your career as a television journalist. Viewers are accustomed to seeing an anchor sitting behind a desk, but they aren't used to seeing them from a wider angle - which captures the lights, cameras, cables, and green screens that accompany many television studios. This is the type of content that'll attract followers and "likes," because it gives people an inside look at your line of work. 

2. The Importance Of Before, During, and After

Although this rule is sometimes difficult to follow, (especially in breaking news situations), it is a really good habit to get into as a broadcast journalist. 

Before: Once you have a general idea of what your story is for that day, or who you'll be interviewing as a source, compose a brief tweet letting your followers know what they can expect later on in the day. 

I.e. "Today, I'm talking with Senator Thune about South Dakota's newest education bill. What he has to say, tonight on @newsstation at 5. 

During: Let's say you're covering an arts festival where there are thousands of people - post a picture to grab your followers' attention.

I.e. "Currently at the Fall Arts Festival in Brookings - tune in tonight to find out how one vendor is turning his profits into a wish for Sally Smith."

After: This is where you include the link to your online story, so your followers can watch your finished product. 

I.e. "Authorities say violent crimes are increasing in Vermillion, check out my story to find out why - LINK" 

3. Get Creative

There are a lot of different ways to garner attention on social media. One of the most popular ways to do it: post a selfie with someone you interviewed. For example, let's say you had an intriguing conversation with a Senator. If you're feeling bold, take a selfie with him. Chances are, he'll say yes, and your followers will enjoy the "exclusive" content. 

I've seen news reporters do this very well: Take a video of yourself before, or during a story shoot. All you have to do is talk about what you're going to be covering, and why it's important for your followers. Obviously, this is pretty informal, so keep your tone conversational and inviting. 

4. Interact With Your Followers

This goes without saying, but don't neglect your followers. If they tweet at you with a question, or comment, respond to them. This is a great way to show that you not only maintain an online presence, but you're active on it. 



Read more about how social media is increasingly affecting the realm of journalism. 

The Finishing Touches: Editing For Broadcast

At this point in the story process, you've got your footage, your interviews, and a polished script. Now, it's time to throw it all together through the magic of editing. 

I've used a variety of editing Software during my time as a broadcast journalist, including Final Cut Pro, Edius, and Premiere Pro. Although each program has its own specific layouts and shortcuts, I've found that they all utilize the same general tools and capabilities. That being said, it's important to fully understand what your program is capable of. 

1. Get Familiar With Your Software

Rule #1: Know the software you're using. Whether it's on the job, or through a class, make sure you've been properly trained. There are plenty of books, online blogs, and tutorials out there to walk you through the basics. 

2. Organize Your Footage

This tip is more applicable for long-form stories that contain larger amounts of footage, but some people like to categorize their shots - either by placing them in separate folders or bins, or even color-coding your clips. 

3. Consult Your Script. Always.

Make sure you've printed off your script so you can ensure that your video matches your script. I've found that sometimes it even helps to write a description of the shots you'd like to use on your script before you get to the editing bays - just so you have a clear game plan of how to lay out your story on a timeline. Never edit video without your script.  

4. Lead With Your Best Footage

This connects back to how your write your script - try to lead with your most interesting shots. This will draw the viewers in, and keep them hooked to your story. If a fire burned down 10 houses in a neighborhood, you absolutely need to start with that footage. Don't fall under the misconception that you have to lead up to your most interesting shots. 

5. Use More Medium & Tight Shots Than Wide

Establishing shots (wide shots), are vital to a story. However, once the space is established, feel free to use more medium and tight shots. These convey more emotion, and tell a story better than an endless series of wide shots. 

6. Stabilize Shaky Footage

Most video editing software comes with a stabilizing footage. This filter is a life-saver when it comes to using hand-held footage, or even shots that are shaky because of high winds, or other factors. 

7. Color Correct

Although white balancing is important, it doesn't always mean your footage will have perfect color balance. This is where color correcting filters come into play. Be careful to not be too drastic with your corrections, or it will be obvious to the viewer. For example, if a specific shot is almost completely blacked out (let's say you were shooting outside at night) - you shouldn't try to make it as bright as it would be in the daylight. In this instance, color correcting probably won't fix the problem, and you probably shouldn't use that shot at all.

The image above is the perfect example of a subtle, yet effective color correction.  

8. Correct Audio

The general rule I've learned is to keep your interview and VO tracks bouncing around the -6 range. NAT sound should be kept around -18 to -20, but it's up to you to determine a balanced audio mix. 

9. Cross Fade NAT Sound

By using a cross fade filter, the transition between your NAT sound tracks will sound much smoother than if you were to leave them untouched. 

10. Utilize Your NAT Sound

Interesting audio can be one of the most exciting and enhancing elements of a story. Don't be afraid to incorporate NAT pops to really bring your story-telling to life. For example, if your story is about construction, a NAT sound pop of heavy machinery would be fitting. Another excellent type of story to include NAT pops in is stories about motorcycles. 

11. Re-Watch Your Story

No matter how tight of a deadline you're on, always re-watch your story before exporting it. Be sure to watch out for accidental black frames, jump cuts, or shaky footage. 

Additional Resources:

Check out this Ted Blog for more tips on video editing. 

Or, if you're more into watching videos than reading about tips, click here to get five editing tips for great video.