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Monthly Luncheon Report
(Dec. 8, 2004 PCC Monthly Luncheon)
Radio Producers Help PR Pros Tune Into
Effective On-Air Placements
By Sue Masaracchia-Roberts
MODERATOR
Steve Edwards
Host, "848," WBEZ
PANELISTS
Rick Kaempfer (WTMX)
Author, "The Radio Producer’s Handbook"
Todd Manley
Production Director, WGN-AM 720
Todd Ganz
Producer, WILV-FM 100.3
Leigha Daniels
Assistant Producer, WBBM Newsradio 780
PRORAM SUMMARY
All photos by Ted Lacey
A panel of experienced radio professionals underscored the many opportunities
available on radio for story placements during PCC’s December member luncheon.
WBEZ-FM host Steve Edwards served as moderator, joined by Rick Kaempfer, Todd
Manley, Todd Ganz and Leigha Daniels.
Steve Edwards
Though serving as moderator, Steve Edwards also shared valuable information
in his capacity as the host of Chicago Public Radio’s award-winning daily news
magazine “848.” Edwards began his professional career interning on NPR’s
Washington-based “All Things Considered.” Having earned several Peter Lisagor
awards, as well as awards from AP and UPI, Edwards has also served as an anchor,
reporter and producer in both large and smaller markets.
 WBEZ does not want sound bite after sound bite; nor does it want a lot of
jargon. His hybrid show, “848,” is more news driven and relies on timely,
topical information that is limited to the Chicagoland area. “You need to filter
the news through a local prism,” said Edwards. “You need to meet our mission. We
are always looking for excellent talkers who can succinctly share their story at
the end of the day.” WBEZ focuses on stories and people, not topics or events.
“We don’t publicize events, but are designed as a program to tell great stories
representing the tenets of journalism. Stories can be driven by a particular
topic and how it is relevant to this audience.”
The station does cover arts and culture and strives to strike a balance
between daily and weekly news and news of the city and suburbs. That includes
the “collar counties” of southern Wisconsin and Chesterton, Indiana .”This
[territory] broadens the topics that come to the show and raises the bar for
what’s relevant,” said Edwards. “We need to make a connection to the larger
population.”
Edwards suggests pitching the individual producers at WBEZ. If you are
pitching more than one, it could pay off to let the producers know. The missions
of each show are narrowly defined. He added, “Pre-produced reports or public
service announcements don’t work for us.”
He suggested that websites are a good place to start to get to know the shows
and their “benchmark bits,” like movie contests, etc., and offers an opportunity
to e-mail producers directly from the website, which shows you did your
research.
Edwards can be reached at
sedwards@wbez.org.
Leigha Daniels
 As assistant producer on all news station WBBM-AM, Leigha Daniels stressed
that the station is news driven, providing new, urgent information that gets the
listeners’ attention. She wants to know about new studies and scheduled press
conferences, not fluffy light “evergreen” stories. She suggests faxing the day
before the event and then calling the morning of the event; that’s when the
scheduling is done and when reporter shifts are decided and who is going where
to cover what story.
Although the station relies on the “AP Day Book” and City News as well as the
daily newspapers to see what’s being covered that day, Daniels stressed that 90
percent of the news tips come from faxes. “We check the fax every 15 or 20
minutes. If we don’t contact you,” she added, “we aren’t interested.” She urges
PR people to pitch only stories that are appropriate for this station. “We don’t
have shows or a format, just anchors. Show you are familiar with our station and
make the story pitches local.”
However, she describes WBBM as more like CNN on the radio. The station rarely
puts an expert on the air unless the story is breaking news and an expert is
warranted.
Faxes for WBBM-AM should be sent to the attention of the news desk at
312-202-3674.
Todd Manley
 A frustrated actor, Todd Manley has done TV weather, worked on the ad agency
side of media, as well as having been a writer, inventor of “bad retail jingle
lyrics,” and a producer. Currently he serves as production/assistant program
director for Chicago’s WGN-AM radio.
According to Manley, there is no broad-based vision at WGN. “We hire
talent-driven shows,” he said. “We hire a family and throw them into a house
together. For example, Kathy and Judy relies on audience call-ins. Sell them an
idea. Give them information they can pass along. Steve Cochrane is a standup
comic. Our broadcasters look for ideas from those who want to be part of the
fence post conversation.”
Manley said they look for a right match that clicks with the show – “people
like Richard Simmons are great radio guests, people who just spark with the
host.” David Grange, a retired military strategist with a strong radio presence,
is a frequent guest, for example.
Those
interested in contacting Manley or other producers should personalize their
e-mails, rather than sending one blanket note. He also urges people not to
“get into the novel before they tell me why they called. Be a great writer in
your voice and e-mail. Put something fun in the slug line, like ‘Here’s
Cochrane’s next greatest hit.’ Be part of our party.” He urged PR
professionals to sell an idea through their conversations. To be in the number
three market in Chicago, be passionate about your product so the host can be.
“We are a city of neighborhoods and we need to serve them in the best way
possible.”
In the
broadcasting business, you have to know the show’s audience and that they are
people who do other things. You also need to boil things down, be a good
writer on the fly.
As far as
mail, Manley says he gets everything no one else knows what to do with. He urges
PR people to have a hard target for a show. “Send to that show and to that
producer. If you have a hard time, send a note to the program director.”
“We are not syndicated, but local first,” Manley emphasized. “We
would love to use your copy [for public service announcements] and your
spokesperson if possible, but don’t pre-produce your PSAs. We will provide a
voice to insert.”
No matter what, Manley says “the morning shows have to be fun!”
To reach Manley, contact him at tmanley@tribune.com.
Rick Kaempfer
As executive
producer of the John “Records” Landecker Show on WJMK-FM from 1993-2003, the
show won several awards. He also served as producer for the top-rated Steve Dahl
and Gerry Meier show on MLUP, as well as hosting national radio specials and his
own comedy program. Not only has Rick Kaempfer written hundreds of radio
bits, scripts, parodies and the currently in print Radio Producer’s Handbook,
but he has won numerous awards for his writing. He is currently senior creative
vice president of A.M.I.S.H. Chicago Advertising.
According to Kaempfer, “Funny is always good. In every show I’ve ever worked
on, humor works.” However, “producers have to sell the hosts.” Therefore,
in making a pitch, informative is not enough. There needs to be an unusual story
to tell. “Make a sales pitch without it seeming like one if you have a
perfect guest, but know the show!” For example, he advised not pitching a show
on colon research to Steve Dahl. “Bring in good guests and I’ll call you back.”
Do not waste faxes on Kaempfer. They are too easily thrown out unless the fax
is not by the producer’s desk. Even then, the fax keeps going. Instead, Kaempfer
urges PR practitioners to have an angle and to email him, otherwise call him. If
you call, be sensitive to the time of day. “The morning crew is not in at 3 p.m.
They are napping to stay alive,” he said.
There are changes at the top of the industry regarding local guests. Kaempfer
contends there is an entire generation that is not served by radio. “Due to
syndication,” he said, “radio has lost a big chunk of its local feel. No one is
on the air who is in his 20s or 30s, yet they have the prime audience. Radio has
itself to blame for this.”
He cited Howard Stern as a prime example. With him signing a contract with
satellite radio, “There are 46 markets who need a new morning program when Stern
goes to satellite. New talent hasn’t been encouraged.
To contact
Kaempfer, e mail him at Amishrick5@aol.com.
Todd Ganz
 Having worked
in Chicago radio since 1995, Todd Ganz has worked producing three morning shows
and as on-air talent at WNND, WTMX and WILV-FM; he currently works on the latter
station, 100.3.
The former
WNND, WILV-FM is the love station. It is music and personality-driven and looks
to be different. They look for buried stories in newspapers, preferring
“kickers,” weird stories like about a lady who spoke to animals.
A great
guest for Ganz, is not necessarily a celebrity. “We need a great story to tell
for a great interview.”
He never
checks his fax but loves e-mail. “E-mail is the greatest thing since sliced
bread,” but he can tell when an e-mail is a cut and paste.” He prefers a note
that reads, “Dear ___, I think (client) will be the next great guest for the ___
show. Know the show and who you are dealing with. Get the names right,” he
urged. “It’s all about how you present the message.”
Ganz urges
PR professionals not to start rambling when they call and hear a beep. “Be short
and concise, but don’t read to me or you’ll lose my attention. Be creative; be
firm. Make me want to call you back.” Ganz contends that no one returns calls,
including him, but he does try to answer each e-mail. Contact him at
todd@lovefm.fm.
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