Content is king. You’ve heard that expression used to describe the power that programming entities enjoy over distribution channels in today’s market.
It also describes an effective tactic in the local news battle. Stations that provide the best targeted and richest news content make life difficult for competitors. Successful businesses know what their customers want and then deliver it.
News is the product you “sell” to viewers. Everyone in your newsroom should understand this concept. They should also have a stake in creating that product – in both the idea phase and the actual production process. That means people focus as much on generating story ideas as they do in physically producing them.
Making this happen requires a shift in thinking at many stations.
Too Little Reporter Responsibility
Newsrooms have generally operated in a “top-down” fashion when handing out story assignments. The news director and/or assignment editor dole out stories to reporters. Management actually assumes too much responsibility in this area.
Too many newsrooms give reporters a veritable “free pass” in terms of generating story ideas. Yes, the investigative units (the few that remain) call a lot of their own shots. But the remaining reporters rely too heavily on handouts from management.
They’ll offer ideas for sweeps material when high profile stories get a lot of attention. Then, they become silent again after the measurement period ends.
What News Can Learn From Sales
News should take a cue from the sales department where management holds salespeople accountable. Sales execs fill out call sheets that detail their activities down to the number of calls and the outcome of each.
Not suggesting a reporter call sheet. It’s a different ball game in news. However, newsrooms need to create more of an accountability standard for reporter created material.
Make It Happen
Require that reporters generate story ideas on a weekly basis. Put the requirement in the job description.
Target the general assignment reporters. A reporter with a specialized beat (health, money, etc.) should already operate in this fashion.
Make reporters realize that story ideas are a necessary part of the job. The competitive landscape demands that you draw ideas from as wide a net as possible.
Content is king. Make sure all your reporters embrace this concept. It’s more than simply covering a good story. It’s contributing one in the first place.
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