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The notion of summer camp conjures up
a variety of images including swimming
and canoeing with friends, the shared experience
of learning a new sport or outdoor activity,
and the camaraderie of a camp side cookout.
For the broadcast media, these visual images
can be particularly compelling and a reason
to cover the “story of the camp experience.”
Most major cities are served by an ABC,
CBS, NBC, and Fox affiliate. With
the growth of the cable television market,
you will find most cities also have a local
access station. Many of these stations
produce their own morning, noon, evening,
and weekend coverage. When pitching
broadcast media, it is important to identify
which broadcast segments are appropriate
for your story. Usually feature news
stories are covered in the morning or weekend
time slots.
Here are some additional tips to keep in
mind when pitching broadcast media:
| In most media markets,
you will likely pitch your story to
the assignment editor. It is
best to send an email pitch first followed
by a phone call. Your email should
explain to the editor why your story
is worthy of consideration. It
should also include a reference to
the camp spokesperson as well as a
summary of camp activities the reporter
would likely cover. |
| You will also want
to identify the reporters and editors
that cover issues relating to youth
development and camp. It is important
to build relationships with these reporters
and provide them with information on
your camp. |
| In addition to a
pitch sent via email, you may consider
sending an information kit on your
camp. The kit may include background
on the camp and activities as well
as a bio on the camp director and/or
camp spokesperson. |
| It is always best
to follow-up your correspondence with
a personal phone call. All reporters
face deadlines so it's best to
reach them when it is convenient for
them. You should avoid calling
television reporters within an hour
or two of their broadcast. |
| Once a reporter
has agreed to cover your story, you
will need to find out specifics on
the interview including: |
| How long will
they need to be on-site? |
| Will the interview
be live or taped? |
| What types
of footage do they need? |
| Do they require
b-roll footage? |
| What are their
technical requirements? For example,
will they need a flat, open space to
park a satellite truck? |
| You control the
interview. Prepare your talking
points in advance and discuss with
the reporter the locations and activities
he/she can expect to shoot. |
| The interview begins
once the reporter enters your property.
Take into consideration the neatness
of the campgrounds and camp buildings. |
| Children under the
age of 18 will need their parents to
sign a waiver in advance of any media
interviews. |
Try to tape the interview and assess the
outcome. How many calls did you receive
as a result of the story? How did
you articulate your key messages?
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