From left: Oliver, Parker, Foot

The November PCC luncheon featured an interesting array of television representatives, moderated by Morton Kaplan, professor of marketing communication and director of public relations studies at Columbia College – Chicago.

Panelists included Jay Foot, executive producer of WLS/7-TV’s 190 North – hosted by Janet Davies, Pam Oliver, NBC 5-TV’s news planning editor and the producer of Wednesday’s Child hosted by Alison Rosati, and Chastity (Chaz) Parker, the city news weekend assignment and planning editor for WBBM-TV/CBS Chicago.

Jay Foot

Foot’s position is unique as 190 North is a weekly show focused on the twin themes of lifestyles and entertainment and their trends. The program has a local, rather than a news focus and is very selective in its topics, needing to fill only 22 minutes each for each program. "The idea is the influence," he said. "We can be very flexible and can adjust our coverage if stories are worthwhile."

Foot does not like e-mails. He prefers standard mail, but says it’s okay to call him first. Best of all, check out the show’s website before contacting him. If it is an event, get him the details at least ten days in advance. Foot normally tapes on Wednesdays for the Sunday show; none are done live. He can be reached at the office by calling 312-750-7050 or by fax at 312-750-7052.

Pam Oliver

Always on the lookout for a "global" focus – as much as she hates that word, Oliver wants stories every day people can relate to that are topical and visual for NBC’s programming. As the planning editor, she chooses all stories except those that are breaking, secures the experts and works with the assignment editor. She does the bulk of her planning on Thursdays and Fridays, but works by herself most weekends, linked to six scanners, reading the wire services and taking viewer calls, all while gleaning new story ideas.

If a PR person is offering an expert, tell her what they can talk about and tell the expert what to expect when that person talks to her. "Don’t coach the expert the day of the interview but do prepare the expert in advance," she advises.

She follows the acronym "TIE" – timing is everything! As she has few crews and reporters, she needs to be thinking about timing, location and the payoff. Therefore, she encourages PR people to think visually and to consider they payoff to television viewers. "Think visually – and include images on the release," she says. "I’m called the ‘librarian,’ since I gather all the information and put it together to ‘sell’ to the weekend producer."

It could be a great story with a great visual – like a 100 pound pumpkin on a patch in Monee, but because it’s Monee, "we won’t go." Distance is not worth the story. "For morning shows, from 6 to 10 a.m., reporters are on location when something visual is going on, however, during the weekends we like beautiful live shots that hit the masses. Many of the live shots, however, are planed at least three weeks in advance. Some are happening in four to six days, while some that are timely are done in less time."

She encourages PR people to present elements of stories to her in advance, avoiding calling and ask if she got the release. If video (Beta) is available and it’s a great pitch, all the better! However, NEVER call before 8:45 a.m. as she’s in editorial meetings and won’t answer the phone. Better yet, call the day before! She seldom checks the wire services, but consults the city news Day Book. Most of all, she stresses, "Never make a story out to be more than it is and never fax on Fridays around 5 p.m. for weekend coverage."

Aside from that, she loves cell phones and pager numbers but her pet peeve is receiving a release that does not include a weekend contact.

Chastity (Chaz) Parker

Parker looks for stories that celebrate life, that are uplifting, good people stories centered around Chicago and its suburban areas. However, she also will not "go to Monee or Itasca with two crews for a 30 second voice over. It has to be very visual." She considers weekends a good time for news conferences.

As an example of a bad pitch, Parker told of a hard sell, filled with superlatives and/or threats like "everyone wants to do this story . . ." Her idea as to what makes a good story involves, like Oliver, lifestyle, parenting, making lives better, safer and easier. She also likes to receive Beta tapes and DDC pro. Stories taking place closer to the city, the better – and more likely they are to be covered.

Crews begin at 9 a.m. The best time to call is after 9:30 a.m. There are shows at 5 a.m. and 10 a.m. Saturday and 5:30 a.m and 10 a.m. on Sunday.

She encourages PR people to e-mail her before 5:30 p.m. or call to check on the e-mail. Parker can be reached before 8:30 and after 9:15 a.m. or around 1 p.m., although she prefers to receive faxes.