When Neighbors Call Their Favorite TV Station

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Recently my one-year term as head of public relations in Iowa for Toastmasters International ended. It was an interesting year, including providing me with some perspective of the "other side" of news - the customer's side. It was an effective lesson of just how much demand there can be for "hyper-local" news, and prompted the thougth that maybe it's time for newsrooms to think about those "filters" you have for sorting out "real" news - or, at least, how you deal with the "rejects."

As a local TV station, you own some very valuable property. At a time when stations are fighting to find a local identity and reinforce a "neighborhood coverage" image, dozens of community organizations are begging for your attention. Toastmasters is a self-help non-profit group designed to help members become speakers and leaders. I know first-hand that there are some great stories to be told - stories of sucess and encouragement (and all from people who are trained communicators who'd give a great interview).

And there are stories of similar interest in such organizations as Kiwanis, Optimists, the Jaycees, and many others. Each would be thrilled to catch your attention.  Good stories. Positive stories. Local stories about your neighbors. Stories about local teams, churches, service organizations, and accomplished individuals are all part of the glue that holds a community together. Consider that while urban newspapers struggle, the typical community or neighborhood weekly thrives, because it fills a need not being served elsewhere.  Of course, you're not going to have time to run many of these little stories on the air. But just give each a moment of consideration - you may just have a gem hidden under the surface. And it's certainly fodder for your web site. 

In my volunteer job for the past year, many of my calls and emails to news outlets were ignored. Oh, heck. Let's be honest. Nearly ALL of my calls and emails were ignored. And certainly for every one of mine, there were dozens of others who were equally treated with apparent disdain. For every one of those ignored requests for attention, there were many people in left in the wake grumbling about a perceived arrogance and lack of caring from that TV station or newspaper.

At a time when it's vital to embrace and serve your community, are you accidently sending messages that you have no interest in doing so? Don't overlook those opportunities to connect with the interests of your audience that happen to drop in your lap. Should you decide there really is no airtime or web site space that day, then at least thank the person who submits the story, and say, "Maybe next time."  And mean it.

- Mike Anderson