Earlier this month, we visited Lewis Elementary in Portland to facilitate broadcast interviews with KATU, KPTV and KOIN. What was the exciting news that drew three stations to Lewis?
The draw was the announcement of a new digital learning pilot program introducing iPads into the classroom. Reporters came to talk with students and teachers involved in the program as well as executives from Bookbyte, a Communiqué PR client.
While not all news will resonate with broadcast media, this story had the essential elements. First the local story ties into a national trend of integrating technology into classrooms. Additionally, we were able to offer compelling visual elements and interviews. Ultimately though, timing played a big role.
Originally the interviews were slated for late February. However the threat of snow in Portland and potential school closures resulted in rescheduling the interviews for the next week. Coincidentally, the interviews took place the same morning Steve Jobs announced the iPad 2, which provided news producers with a timely connection to the story of iPads being integrated into classrooms.
Here are a few quick tips to consider:
- When working with broadcast news outlets, in particular, it can be helpful to have some flexibility so you can adjust to breaking news or competing coverage.
- Help the reporters understand any relevant connections to developing news. In this case the iPad 2 announcement.
- Be clear and upfront with reporters if other outlets are covering the news. It was not a surprise for the reporters when they ran into each other at Lewis Elementary.
- Offer various angles and contacts when multiple outlets choose to cover the story. We were able to offer each outlet different classes, teachers and students so each outlet was able to develop its own take on the story.
By providing producers and assignment editors with the right elements, and adjusting to competing news, we were able to secure coverage with several local news broadcasts.
- KATU, Portland students tap into education with iPads, March 2, 2011
- KOIN, iPads in the Classroom, March 2, 2011
- KPTV-Fox 12, Portland Students Learning with iPads, March 6, 2011
As you can see the kids really helped sell the story! We want to thank the students at Lewis Elementary as well as the teachers and administrators who welcomed us and the media into their classrooms and ensured they had the needed media releases on file.
For more information on pitching broadcast check out the following posts: