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Radio Personalities and
Producers: Familiarity with format and personnel
are keys to effective radio PR placements
(November 2000 PCC Monthly
Luncheon)
By David Brimm
A top panel of radio
producers and hosts sent out a loud and clear
message: before you contact a radio station for
a PR pitch, be familiar with the station, its
format and personnel. This was a common theme
echoed by the panel during PCC's member luncheon
in November at Maggiano's.
Highlighting the meeting was
Felicia Middlebrooks, the morning drive
co-anchor at WBBM-AM 78. She was joined by
 Reminding
the audience that with the demise of WMAQ-AM,
Newsradio 78 is now the "only all news
radio station in Chicago," Middlebrooks
noted that she empathizes with PR people now
that she herself uses PR to promote some private
enterprises outside of her anchor duties. She
noted that we're both "in tough
businesses," but that PR people can make
life easier for themselves and for the people
they pitch by being mindful of "13 Things
That Drive Us Crazy," catalogued by
Middlebrooks after surveying her colleagues at
WBBM-AM.
1) Pitching a story but not
providing the reporter with the resources
required to make the story work for radio (i.e.
not being available for phone calls, not having
a spokesperson available or not having an
articulate, trained spokesperson to interview).
2) Pitching a story for the
weekend without providing weekend phone numbers
or pager numbers so you can be contacted.
3) Submitting flowery press
releases ("resembling a Jane Austen
novel") that don't get to the point or
explain what the story is. "Just tell us
what you want. Bury the lead and you're out of
luck."
4) "Selling" the
story by describing how great it is. "Let
us determine whether we think a story is
great."
5) Pitching a story to a
radio station without knowing anything about the
station, its format or the types of stories they
broadcast.
6) Using fancy and elaborate
press packets. "Don't waste your money.
Just tell us the story and present it
creatively"
7) Pitching a story without
adequate set-up time. "Don't call us at 8
a.m. for an event that starts at 8:30. Or tell
us you want us to be at an event in the suburbs
that starts in 30 minutes."
8) Enticing Sherman Kaplan
(food critic) by offering "free
meals." This is not an inducement, nor does
it impact your chance of his visiting your
client's restaurant.
9) Sending expensive gifts
and books to "bribe" us to use your
press materials. "It will get our
attention, but it doesn't enhance your chances
of scoring coverage unless it's a good story.
Our favorite gift is food, because we can save
lunch money."
10) Inviting us to an event
and not having someone to contact for
directions, timetable of events, etc. "We
need on-site phone numbers."
11) Fake familiarity is a
huge turn-off. Don't pretend you know a radio
contact by using their first name as if you are
long-lost pals. If you DO know the contact, it's
helpful to remind them of past stories you
worked on together.
12) If you pitch a sports
story, give radio sports reporters the same
access to sports personalities you afford TV or
print. Radio sports reporters are often treated
as second tier media.
13) If you know there's a
major news story breaking, don't pitch fluff
news. "If you can pitch an expert who can
add something to the story, reporters love
that."
Middlebrooks also pleaded
with PR people not to call five minute before
the hour. That's when the news recap begins and
it's a bad time to pitch anything. If you want
to call her, the best time is between 10:15 and
10:30 a.m., when she has a break (she's on the
air from 5 a.m. until 11 a.m.).
If you send her a fax, call
first to tell her it's coming, or she probably
won't ever see it. If you want her to appear as
a speaker or guest at an event, send a letter
first and then follow up. The WBBM-AM newsroom
fax is (312) 951-3674. The newsroom phone is
(312) 202-3810.
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"WVON is really
community drive," said Keisha Chavers, who
recently assumed the Executive Producer role at
the station. "We're looking for stories
that help make an impact on the community."
She noted that WVON shares a frequency, so their
operating hours during the day are only between
6 a.m. and 1 p.m.
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WGN's Randy Eccles is
looking for stories that are "entertaining
or compelling." As Assistant Program
Director, he works with seven full-time news
producers. Due to the heavy rush of activities,
he asks that PR people "get right to the
point. Convince us that your story would make
good radio." Like other panelists, he asks
that you listen to the shows that WGN produces
so you are familiar with the hosts and the kinds
of topics they like to discuss.
"If you don't know, at
least ask the receptionist about the show. Or
visit the WGN web site (www.wgnradio.com).
Call the producer, not the program director, but
I will steer you in the right direction."
During the weekend, Ecccles
noted that the hosts are often also the
producer, so they should be contacted with
segment suggestions.
Eccles noted that the best
way to pitch WGN is via e-mail. He reads his
e-mail frequently throughout the day, as do his
producers. E-mail addresses for all the
producers are on WGN's website. Faxes are
discouraged.
"Despite what we may
intimate, we welcome follow-up phone calls. Send
us material first before you pitch it over the
phone. If you leave a voicemail message, speak
slowly and distinctly so we can identify your
name and phone number. If are pitching a story,
be upfront about the identity of your client.
This is not a turnoff for us, it just tells us
where you're coming from."
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"Be persistent,
especially if you get an initial positive
response. I can't remember every call I get, so
don't assume that I'm moving forward with your
story," said Shemp DeYoung, Executive
Producer at WXCD-FM. "Our shows are really
personality driven, so you need to listen to the
show to know what kind of topics we cover. Also
get to know the sidekicks who interact with the
main host. They often can be useful for PR
pitches.
"We like fun topics and
events, but don't be turned off from pitching
charitable events or community activities. If
you work with celebrities, even if they're not
major stars, they often are perfect for our
show.
The best time to contact us
is in the morning, before the show begins
evolving. "He prefers to be contacted via
e-mail at shemp@abc.com.
He downloads e-mail messages throughout the day,
so if you want to pitch a timely story, that's
the way to do it.
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"Keep in mind that our
station is very male-oriented, but we cover more
than just sports," reminded Tom Serritella,
Senior Producer at ESPN Radio 1000. "There
are probably a lot of clients appropriate for
ESPN if you are creative. I love to get calls
from friendly, energetic people. If you can't
reach me, call back. Persistence is appreciated.
Be sure to remind me of past affiliations we may
have had. This helps establish a stronger
relationship."
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Justin Kaufmann, a Senior
Producer at WBEZ-FM wondered why more Chicago PR
people don't pitch WBEZ. "We've got 'Eight
Forty-Eight' a show in the morning that runs
from 9:30 a.m. until 11 a.m. and that is
mandated to cover Chicago stories. It's a news
magazine format where we air segments that can
be 4 minutes to 22 minutes. With the size of the
Chicago market, I am really amazed that more PR
people don't contact us for local stories."
But Kaufmann, like the
others, asks PR people to listen to the program
a few times before pitching a story idea. He
also encourages PR people to follow up if he
expresses interest in a show idea.
Kaufmann admits that
pitching a story to NPR's "All Things
Considered" is not easy. Contact should be
made in Washington, where the program
originates, or by contacting their Chicago
bureau.
The general consensus is
that radio producers and hosts are more open to
PR contact than other Chicago media…but only
if you take the time to listen to the station or
the show you are pitching.
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