08 May The Distinctive Role of Producers in the Newsroom: Understanding When and How to Pitch Producers

Producers are the heartbeat of each show you see on air – they’re pretty important and yet many times they’re overlooked in the pitching process. They communicate with anchors, reporters, photographers, and editors throughout the day to make sure the show flows seamlessly. Pitching to them will look different than pitching to reporters and it’s important to know what they do to catch their attention over email.

What is a producer’s job?

Producers are responsible for the overall editorial content and presentation of a news program. While reporters focus on gathering and reporting news stories, producers take those stories and craft them into a cohesive and engaging newscast. Think of them as a show’s “designer”. They select which stories to cover, determine their placement in the newscast, write scripts, coordinate and create graphics, and decide how all of this will be presented to the audience.

News producers are constantly seeking day-of content, meaning they must be adept at quickly identifying and incorporating rapidly developing stories into their newscasts.

When to pitch producers

Another important distinction is the audience and format each role serves. Producers tailor their content to fit the specific needs and expectations of their audience. For example, pitching a story to a morning show producer would differ from pitching to a dayside or nightside producer, as each show has its own unique format and audience demographics.

To effectively pitch a story to a producer, it’s essential to understand their specific needs and preferences. The best way to do this is by simply asking! Producers are always looking for fresh and engaging content, so pitching a story that aligns with their show’s format and audience is more likely to be successful.

• Morning: Morning show producers normally get in between 10 p.m. and 12 a.m. Ready-made content should be at the top of their inbox when they get in. However, if you want them to cover an event or a story on a particular morning, those pitches should be sent at least 24 to 48 hours before, so they have the time to set it up or assign a reporter.
• Dayside: Producers often lead morning editorial meetings where anchors, reporters, and the assignment desk go over news stories for the day.  Having a pitch in their inbox by 7 a.m. or 8 a.m. will give them time to see it and have it ready to pitch during the meeting is important.
• Nightside: Producers responsible for the 9 p.m., 10 p.m., or 11 p.m. newscasts normally start their shift in the early afternoon. Pitching to them by noon will ensure they see it before an afternoon editorial meeting.
• Weekend: Weekend warrior producers are responsible for working on part of their rundowns during the week. They will take that time to look for the best content of the week before adding the news of the day when they get in on Saturday and Sunday. The best time to start pitching for the weekend is mid-week. Start on Wednesday and check back in Thursday and Friday. Weekend crews tend to be very understaffed, so any content you provide that is ready-for-air will be a big help to them.
• Lifestyle: Lifestyle shows usually air Monday – Friday on local stations. Many of them record ahead of airtime, but some are live. Either way, these shows are planned strategically weeks ahead of time, so pitching in advance is key! Sending emails in the morning typically works best so they see them right after the show.

What goes into a pitch to a producer?

Producers like to have a timely angle to help build a segment in their show. For example, if you are pitching National HIV Testing Day, it’s important to have the latest, local HIV statistics to go along with your expert, a character, and visuals.

Here is a good checklist to run through when pitching to a producer:

• Timely angle
• Expert
• Character
• Visuals

Producers are constantly juggling stories, reporters, and shows, so it’s important to make sure your pitch not only stands out, but has relevance to the “news of the day”. Sending your pitch roughly an hour or so before their shift will make it easier for them to plan it out and talk about it in editorial meetings. Remember, just because they don’t respond or use your idea once, doesn’t mean they won’t in the future. Be aware of breaking news that might delay your story airing. Reach out to them and ask what might help them the most when planning ahead for their shows.