Image courtesy of local4traffic.wordpress.com
The New York Times Business Section recently reported on a national trend that we media specialists have been dealing with: In stations across the country the hole left in the syndication schedule by Oprah’s exit has largely been filled by local news. This is particularly apparent for us here in NYC, as our local ABC affiliate, WABC-TV, expanded the local newscast to start at 4PM after our beloved “O” said her final farewell. Our media team is sent into a Pavlovian panic each day because we associate the local news opener (yes, we watch the news while we work!) with a sort-of a five o’clock alarm – usually meaning the day is almost done and our to-do lists are not. It’s taken some time to get used to, but the 4PM newscast is the new norm and we like it!
It’s not just the time slot vacated by Lady O that’s changing the news. News stations from NYC to St. Louis are expanding their local newscasts from early in the morning to late at night with some broadcasting up to six and a half hours of local news per day. This represents a huge opportunity for our clients. Local news may be increasing, but a majority of stations still have to produce shows on a shoestring budget with a skeleton staff. (the Times article cites a study by the FCC completed earlier this year that found local outlets were still depending largely on smaller than needed staff). TV producers will have a greater need for PR people to help do the legwork traditionally done by media gatekeepers because the gatekeepers simply don’t have the time to do it. Delivering a readymade segment with thoughtful assets that make sense for a local audience has never been more welcome by local news producers.
Here’s the formula we think works for local producers, for us and for our clients:
- A big idea with a comprehensive media strategy that resonates with audiences on a local level
- A news angle that helps the producer tell a story without their piece sounding overly commercial
- The right spokesperson
- An engaging call-to-action
- Baked-in organic messaging
- Interactive online components and assets
Of particular note, pay special attention to your social media strategy when thinking about your local news approach. Really? YES! “What’s #Trending” and “Hot on the Web” segments have become the norm, so don’t forget that your social media program has television legs beyond online. And increasingly, having a blog is more than enough credibility to be an “expert” so partnering with an Online Influencer as your spokesperson, or simply supplying influencers who routinely appear on TV with product and message are both great approaches.
Photo courtesy of AccessAtlanta.com
Where will you be today when Oprah bids us farewell?
As some of us roll our eyes over the hoopla (better known in our office as the “Christmas Spectacular”), others plan viewing parties in her honor. The MMC Media Team is in agreement that Katie Holmes’ earrings have been the hit of the finale so far.
And although it’s been reported that Oprah has not had a hand in the production of the final episodes, we do notice that the show is the most realistic of all “Oprah’s Favorite Things” segments: The Smith’s, Maya Angeolu, and, well…Oprah.
Hopefully in a post-Oprah world, her audience will find solace in male-hosted self-help shows featuring protégés Dr. Phil or Dr. Oz. Although no one will ever truly fill the “O” void, bets are that Ellen is poised to see the biggest boost as Warner looks to move her into the coveted 4pm time slot in most major markets. While we are excited that Rosie is returning to television, we can’t say that the OWN lineup is appealing to those of us who can’t really remember a day without The Oprah Winfrey Show. Because it is missing just that, The Oprah Winfrey Show.
So today we will say goodbye to you, Oprah; you, and John Travolta, and Tom Cruise, and life as we know it.
PR people will move forward in search of the next ultimate placement, and women across the country will spend the summer searching for The OWN Network…
For the MMC team, it’s the last (official) work day of 2009! The office is buzzing and the piles of cookies are finally disappearing as everyone is gearing up for a much needed holiday break. Personally, I have a lot to reflect on this year. One year ago today I sat in my home office, too pregnant to put on my own boots, wondering if the uncomfortable stomach pain I had been feeling since I woke up were actually contractions. Despite my best efforts to evacuate her sooner, a year ago tomorrow my unbelievably amazing daughter, Teagan was born.
Like everything in life, we live and we learn. I never dreamed I would have so many “key learnings” after just one year as a mom to the little lady we describe most as persistent and tenacious. My husband and I came up with some thoughts on our experiences, most of which we never could have imagined just one year ago.
For example, a top line:
- We spent a lot of time before Teagan was born dreading early mornings but we actually look forward to the extra time we get to spend with her before we both leave for work. In fact, we look forward to every extra minute we get to spend with her. – Vacations are no longer “vacations.” They are a change of scenery. I still need a lot of them. – I never thought I would find so much support and strength in some of my fellow co-workers. I had no idea how much I would need it! – Seeing those little legs run furiously across the apartment each time I walk through the door make every other thought in my head go away. This beautiful little girl is as obsessed with me as I am with her. I love that. I know it won’t always be that way. For now, it’s amazing. – In general, we knew our life would “never be the same again” but we didn’t realize how much we would love our new life.
We can’t wait to see what 2010 has in store for our family, but if it’s even half as wonderful as 2009, we are in for another unbelievable year! Wishing the same for my extended family – our amazing team, colleagues and friends at MMC! xoxo
Happy Birthday Teagan!
