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Producers of morning TV news shows
(Oct. 16, 2002 PCC Monthly Luncheon)
ALMOST ANYTHING GOES ON MORNING NEWS SHOWS…
BUT KNOW HOW TO PITCH A STORY
By David Brimm
PCC Co-President
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| WFLD: Michelle Lewis-Mekky
(left) and Kristy Finch |
WGN: Nick Mitrovich and
Deborah Olivia Brown |
If you wake up early enough to
watch the TV morning news shows on WFLD-TV and WGN-TV,
then you know it’s time to wake up to the numerous PR
opportunities available on these widely watched shows.
A panel of news producers from WGN and WFLD gave some
100 PR professionals attending the October 16 luncheon
of the PCC shared sound advice on getting clients
coverage on their respective stations.
News producers were: Kristy
Finch, news producer for “Fox News In The Morning:”
Michelle Lewis-Mekky, booker and producer at “Fox News
In The Morning;” Nick Mitrovich, producer of “WGN
Morning News;” and Deborah Olivia Brown, segment
producer for “WGN Morning News.”
Moderating the discussion was PCC
co-president Jeff Bierig, who engaged the panel in a
lively discussion on a variety of topics of interest
to PR professionals.
A seven-year veteran of Fox-32,
Kristy Finch has one solid piece of advice: “If you
call up and ask for ‘Fox Thing In The Morning,’ your
chance of booking a segment are nil. It hasn’t been
called that for two years.” However, Kristy noted that
she is open to almost anything, but especially guests
that can tie into a topical news story.
Experts are in big demand. She
doesn’t respond to emails, but welcomes phone pitches
at (312) 565-5637, as long as you don’t call during
the show. The best time to reach her is between 10:30
and 2:00 PM, after the show’s morning news meeting.
She can be faxed at (312) 565-5517, but warns that
faxes pile up and she may miss yours.
Michelle Lewis-Mekky is an
eight-year veteran of FOX-32, and focuses primarily on
consumer/lifestyle segments, but also covers book
authors and parenting issues. She asks for a lead-time
of at least two weeks, and will consider stories with
lead times as far out as one month. While she doesn’t
demand exclusives, she does expect PR people to be
honest with her let her know what other shows you are
booking that same day.
If you send press kits, include
suggestions on how your guest or event can produce
lively TV so she doesn’t have to wade through reams of
paper. She’s always looking for good stories to tie
into holidays and would like to be alerted to experts
that she can tap into to comment on topical stories.
Her direct dial is (312) 565-3086, or vie email at
mlewi903@foxtv.com. Like Kristy, she can be reached
between 10:30 and 2:00 pm.
Other “Fox In The Morning” news
contacts are: Jack Headblade (books bands and music
segments, and Bruce Wolf segments. Reach him at (312)
565-8086. David Viggiano (entertainment and
celebrities, and books Bill Zwecker’s spot. Reach him
at (312) 565-3012. And if you have any breaking news,
call the assignment desk at (312) 565-5533.
A former sports producer for WGN
for some 14 years, Nick Mitrovich primarily produces
the “Around Town” segments with Joanie Lum. “Around
Town” airs at intervals from 7:00 through 9:00am,
usually giving the venue about 11-minutes of airtime.
“When you book an Around Time
segment, we expect you to produce the segment. Train
your speaker, suggest camera shots and orchestrate the
segment so it’s of interest to the audience.” Nick
books his segments three weeks in advance and is open
to a variety of locations. “Please don’t double dip (ie.
pitch someone else if I turn you down). If I don’t
like an idea, chances are nobody else will either, and
we DO talk to one another. Have enough faith in our
product to pitch your clients to us, knowing that
we’ll do a good job.” Nick also produces segments with
chefs and restaurants, and will be receptive to
pitches about chefs doing interesting things with
food, but know that the lead time is pretty long. He
can be reached at 773-883-3347 and also reads his
email at nmitrovich@tribune.com. The best time to
reach him is between 11:30 and 1:30.
“If you have a client in fashion
and beauty, I’m the one to talk to,” said Deborah
Olivia Brown, a fashion and segment producer for WGN
Morning News. She also books celebrities and book
authors. Echoing others, she doesn’t thrive on
exclusives, but she wants to know if you’ve booked a
guest on a competing show. “Don’t lie. Let me know if
I’m not first and I’ll understand.”
For breaking news, call the
assignment desk at 773-883-3203. For wacky story
ideas, call anyone. The best time to reach her is
between 10:00 and 2:00. You can call her direct at
(773) 883-7828, or contact her via email at dobrown@tribune.com.
Other WGN contacts are: Monica
Teague (celebrity and authors) at (773) 883-3317 and
Jennifer Rodino (Adopt a Pet segment and “Ask The
Expert.”).
Both stations frown on VNRs, but
are receptive to B-roll if it can complement a guest
interview. “It shows you thought the segment through,”
says WFLD’s Michelle Lewis-Mekky. Satellite
transmissions also aren’t very popular with either
station. If used, they must be fed through the
station.
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