As I travel around the country visiting TV news departments – I am amazed at how enterprise reporting has become a lost art.  Back in the day, when I was on the street as a reporter, we were required to not only come in with a viable story idea every day – but also we were required to have – and work – our sources.  And – for those of you who may be wondering – yes we did have electricity – and even color TV back in those days.

Well, if you are one of those “walk-in-without-a-story-idea-hand-me-an-assignment” new breed of reporter – you need not apply at WSPA, the Media General station in Spartanburg, South Carolina.  They demand that their reporters come to work armed – not only – with daily story ideas – but also ones that fit the station’s On Your Side brand of journalism.  It has become   part of their newsroom DNA.  They call it “managing the brand.”

Longtime WSPA Managing Editor Karen Kelly says it starts when reporter candidates are initially contacted by the news managers.  She says, “We are very specific about our expectations.”  The managers explain the On Your Side brand and Karen says, “We look for reporters who exhibit an aggressive reporting style, are prepared to ask smart questions, and are not afraid to ask those tough accountability questions.”

WSPA News Director Dan Cates says, “From the very first interview reporters understand that daily, and special report pitches must fit the On Your Side brand.”  And by the way, those reporters are not only expected to offer one fresh, branded story idea each day – they are required to have two of them.

Kelly says the WSPA news managers believe the success of their enterprising reporting is based on four elements:

• Knowledge – All the reporters understand not only the daily requirements but the market research and strategic plan for executing the brand
• Consistency – The managers are relentless in their demand that the reporters pitch two strong, branded stories every day – no one gets a pass
• Reputation – The reporters know what the station demands right from the first interview – and the On Your Side brand is well-known in the market
• Teamwork – Everyone – not just reporters – build on the reporter story ideas in the editorial meetings with managers and producers monitoring progress all day

The main elements of the WSPA On Your Side brand are displayed in the news conference room.  It keeps the news staff focused on the brand every day in these meetings.  As the meetings progress, each reporter either makes their story pitches in person, or by phone from bureaus in the far flung Greenville-Spartanburg-Asheville market that spans two states.  I have been in plenty of those WSPA editorial meetings – and the one thing I have never heard (which I ALWAYS hear in most every other newsroom) is – “I don’t have anything today.”

The WSPA producers don’t skate through these meetings either.  The meeting leader always starts with the question – “What’s the buzz?  What are people talking about today?”  After several minutes of everyone pitching in (and this is before most of the reporters usually join the meeting) the list usually has 15-to-20 items on it.  Then the reporters start pitching their ideas – and get feedback and questions from the producers and news managers.  The reporters are always required to begin with their On Your Side story ideas for the day.

Managing Editor Kelly says these enterprise story pitches become a habit due to WSPA’s consistent approach.  Karen says, “It’s not something we do for a couple of weeks, and then forget it.  It is not a fleeting idea, but takes years of daily reminders of our expectations.”  I have been in those WSPA editorial meetings, and have witnessed more than once, when a reporter is sent out of the room to work the phones because they dared to come in empty-handed.

News Director Cates says, “Our viewers know what we do.  They expect it.  We get dozens of calls and emails each day with story suggestions.”  Cates goes on to say, “We make sure that viable leads are assigned to specific reporters for follow-up.”  Viewers also call, email or Tweet specific WSPA reporters.   Kelly says, “Our reporters develop contacts and turn exclusive branded content because of our reputation and brand recognition.”

With everyone engaged in the editorial meetings at WSPA, the reporters don’t just get the okay to cover a story they have suggested, but the direction and elements of the story are discussed before they head out the door.  What are the anchor breakout possibilities?  Are special graphics needed?  What will the viewers want to know?  Cates says, “If the On Your Side angle isn’t evident, everyone works together on ways to dig deeper, and add relevance and perspective.”

If there is breaking news the WSPA managers use these meetings to ask questions of producers and reporters like – “How do we cover this story differently?” and “What perspective and relevance can we add that is impactful to our audience?”  No one leaves the editorial meeting without a complete understanding of the important, branded stories of the day and with initial plans on how those stories will be told by the producers, reporters and anchors.   Of course, many times those morning plans change during the day – but strong communication between the news staff in the field and the Managing Editor, Executive Producer and each newscast producer back at the mother ship allow for the needed adjustments.

So, the all but lost art of enterprising reporters is alive and well at WSPA.   What about at your shop?

Jim

This entry was posted on Sunday, September 25th, 2011 at 4:36 pm and is filed under Willi. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.