From a purely journalistic standpoint, a recent segment (below) featured on the Conan O’Brien Show is scary.
From a public relations standpoint, it represents a home run. In fact, there are probably high-fives going around some PR Agency today for a job well done.
Sadly, it is reminiscent of scenes from the movie “Anchorman” with anchor Ron Burgundy (Will Ferrell) reading whatever is put in front of him on the teleprompter. Except that was supposed to be a parody of local newscasts…
Keep in mind, from a PR standpoint, having an anchor read information you provided is far more credible and valuable than a paid advertisement. People trust what anchors report.
But how does it happen that local newscasts around the country feature anchors reading exactly the same script? First, many stations now have to fill hours and hours of time with “news” and rely on syndications to supply them with scripts, video clips and fully-produced news packages. (PR folks also provide Video News Releases (VNRs) designed to look like news items, but are really done to highlight products and services.)
Secondly, when you factor in newsroom cuts and longer work hours for staffers it creates a perfect storm. If you can provide TV stations with packaged news segments (or well-written news releases) it makes their jobs easier and the chances of them airing increase dramatically.
The O’Brien segment was likely produced by the National Retail Federation based on a study the group conducted. Its goal was to get consumers to buy more stuff for the holidays. Encouraging them to buy gifts for themselves is a great way to do it!
“We’re doing six and a half hours of live programming a day, and we’ve got a lot of space to fill with a pretty small newsroom,” noted a producer from Kearney, Nebraska, in a column on the journalism site Poynter.
The irony of it is if a print journalist is caught copying information directly from a news release he/she will often be reprimanded/ terminated. However, it is a common practice for those in the TV/Radio world to simply “rip and read” copy sent to them with little verification.
In many cases the talent will read the story “as is” if the information is provided correctly. Embarrassingly, in the Conan segment the anchors didn’t bother to change a word of the script.
In PR terms, this means if you properly media train people to do effective TV interviews and provide stations with “news” that will interest their viewers your chances of free publicity skyrocket.











READING NEWS FOR FIRST TIME!
Adding to the silliness is the fact that the talking heads are reading the “news” for the first time on air!
How long would it take these news bunnies to read the script to themselves just once before going on air? Maybe five minutes.
Then you have anchors who editorialize on every single story. The new girl on Ch. 5, Ellen McNamara, is a perfect example. Lora Moritz on Ch. 9 does this a lot, too.
I can’t think of even one person on air in local news whom I would describe as serious.
‘SERIOUS’ LEFT TOWN
“…serious” left town when reporters left the street. Who? What? Where? When? Copy editors sharpened and clarified stories. Time is not an editor. If the story is important tell the story. Did any of these “personalities” file a street story this past year? Happy 2016
KCTV CHANGES?
where is bonyen lee and where is heather staggers from kctv5
i see hallie the weather person left what s going on