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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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