TalentBlvd members joined an insightful live session where decades of expertise met modern journalism. The diverse panel featured award-winning journalists, media coaches, and managers. We're sharing this article with the highlights and the link for the complete video for all members below.

WATCH THE VIDEO HERE

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MEET THE SPEAKERS

Tiffani Lupenski: With nearly two decades of experience as a Producer and News Director, Tiffani is the Digital Transformation Director at KPRC-TV.

Susan Murphy is an award-winning journalist with over 40 years in the industry. Susan is a former weather forecaster, traffic reporter, news reporter, producer, and current broadcast voice coach.

Mike McNamara is the founder/CEO of TalentBlvd.com. In 2021, he launched the online talent management company TalentBlvd.com. Today, he coaches a number of high-profile media personalities and holds advisory board positions guiding multimedia and small business startups.

Anastasiya Bolton is a multiple-Emmy and Murrow award-winning journalist with over two decades of broadcasting experience. Anastasiya is also a media coach, mentor, consultant, and founder of ViKSTORY Media.

Katie Eastman: After 12 years as an MMJ, Katie is now the Manager of Storytelling at KOTV News at 6, where she mentors reporters and multimedia journalists.

STORY IDEA GENERATION

Katie Eastman, Manager of Storytelling, shares, "My best stories come from other stories." Katie keeps a journal with stories from up to 4 years. As a journalist, she already has all the context necessary and can write new stories based on follow-ups from her previous stories. Journaling in any form, written or digital, can be a lifesaver for journalists seeking stories. 

Susan Murphy adds that an important question to answer in any story is "What's next?" This is the answer that viewers would like to get from the story.

Anastasiya Bolton shared her "go-to people" for stories:

1. Advocates of organizations or causes always have a number of stories.
2. Attorneys, especially in the immigration space, are excellent sources of story ideas.

Anastasiya reminds journalists always to fact-check sources and testimonies. Additionally, she mentioned that asking the following questions will lead to a new story: 

• Why? 
• Who was supposed to know? 
• Who else is affected? 
• Who else should we talk to? 

Following up on a story is the biggest gift.

Susan shared that events are great sources too. For example, during a political event, don't shoot the press release. Instead, talk to the assistants and everyone present. Ask for what else is happening this week. You could ask the assistant if the congressman has any future events lined up.

Katie Eastman mentioned that Local TV News reuses some stories and shared a great example of how she changed the narrative. She asked the people involved a question they always get asked, but never by a journalist before: "The question they don’t ask: https://www.facebook.com/watch/?v=1205665872909363"

She also mentioned that she asked herself these questions when addressing a reused story:  

• Why is this person unique? 
• Share who the people are and why I should care. 

Reporters might think they have to do the story a certain way when the best events in the story are unexpected. There might be someone or something more interesting and more emotional than the original concept.  The "side characters" might actually be an important part of the story. For example, a rescued dog is more interesting and emotional than a burned house. 

WRITING & EDITING

Tiffani Lupenski advises journalists to listen to the audience before their news directors because the best news directors don't put themselves before the audience. She also recommends that journalists push meaningful updates about a big story and lean into the things that matter, the things the audience has told us they care about. 

Consider that the needs of our audience are constantly changing, but the one constant skill required for journalists is writing. You must be able to communicate with the audience authentically and clearly without sounding like Will Ferrell in the movie "Anchorman".

Furthermore, in her vast experience, Tiffani has noticed a consistent theme for the last 3 years, if not more. The term "conversational" is often used by news directors. The problem with using this term in the feedback with on-camera talent is that some anchors and reporters might actually be very formal in their day-to-day conversations. What is preferred is that anchors and reporters talk like a real person. If you sound or look like you're reading from a script, then you're off the mark. There are many content creators who are natural and share the story in a clear way without sounding condescendent. 

To know if you understand the theme, ask yourself these 2 questions:

1. Do you know your subject well enough?
2. Can you talk about it without sounding like you're reading off the screen?"

Additionally, Susan adds that when you're writing a character-driven story, start with the best piece of audio or visuals and then go back to a linear story.

YOUR TONE & VOICE

When it comes to using the right tone and voice for each story, media coach Anastasiya suggests that you be cognizant of your tone. You should be the most genuine of your tone and voice, even if that includes using your hands. Also, be cognizant of the tone of the story - funny, serious… If your surroundings are quiet, grieving… an almost whisper would be the tone in this case.

Susan, who is a broadcast voice coach, also advises journalists to adapt their tone and voice for each story. For example, when interviewing a grieving person - let that person bleed because you can't relate to their pain. Walk behind them and let them tell their story. Your role as a journalist should almost be warm but flat because you can't get where they are emotionally. Don't try to tell the audience how sad it is; the interviewee will say that.

The tone is the emotion you assign to the story. Humanity & impact are what you're writing with, and it is who you're telling the story for. You're working for the viewer; ask the questions that the audience would ask.

Susan recommends trying out this practice, "ABC'ing a line." Record a line on tape 3 times in a row. Each time, change something in terms of tone, speed, words, or emphases. This practice alone should improve your tone and voice on camera. Reporters might not know that they can match the tone of an event or try a particular delivery they haven't tried before until they practice and listen to their own recordings.

ADVICE FOR JOURNALISTS

Katie Eastman, who worked as a multimedia journalist before becoming the Manager of Storytelling, shares that there's so much out of your control as an MMJ. She advises MMJs to focus on what's in their control. We can't control having people call us back on time, but we can know our gear and editing software. Also, avoid becoming overwhelmed with the skills needed by focusing on one skill at a time. Ask mentors for advice, but don't expect to apply all their advice by the next day. For example, audio blending or switching interview angles, it could take a week or more to see improvement in these skills. Lastly, be purposeful with the focus on the skill you're improving. You can only compare yourself to your old self. 

Anastasiya's final advice is not to memorize your notes. It's okay to look at your notes, and it's normal during a conversation. The intro to your package is only 2 sentences; make it count, make it interesting. Live shots are huge and important; do not recite memorized lines.

Susan adds, "You've gone so far for that story; now be you. Don't ever be bored; it's yours, and you're in it. You're the educator; you're the expert." And don't forget to drop your shoulders when giving the story; this shows you as an expert.

Tiffani's final advice is simple, "Want to stand out as the storyteller? Lean into that."

Q&A

These are some of the questions that were asked and answered during the live session.

Dave Taylor

Q: What are the most important skills for Reporters/MMJs & Producers to be successful in the constantly changing media industry today?

Tiffani Lupenski 

A: WRITING.  Everything starts with having an original, creative style that the audience will relate to and connect with.

Dave Taylor

Thanks Tiffani!

Q: Do you do a deadline-based writing test/assessment or just send an interview log and/or article and have them send you something before your interview?

Tiffani Lupenski

A: Depends on the role I'm recruiting for, to be honest.  The most common technique I use, though, is a deadline-based writing test in which I give the candidate some notes and source material and ask for different versions of a script... including teases... within a couple hours' timeframe.

Isabel Litterst

Q: Do you have any advice for doing that prep/scheduling when you’re often assigned day of?

Tiffani Lupenski 

A: The "Joe Little" approach I just described is a great tactic on a day when you don't have a homerun idea or didn't have time to prep.

Anastasiya Bolton

A: When you’re assigned a day of… you get a concept.. an idea… you can then take over and make it your own. in interviewing, in writing, in delivery.

Shawnte Passmore

Q: There’s always a push to have an active live shot. I worked at a shop where reporters felt so pressure to have moment, they did the aimless walk to nowhere. What can people do besides be a garden gnome?

Susan Murphy 

A: I'm not sure there is much you can do.  This is where tone and information play the only parts.  You need to make it short?  Make it short.

Be confident in what you are saying.  WHen you're the expert and the educator, you are telling your viewer what they need to know.  So don't act like "Why am I even here???"  BE there!

Save your spot for our next live session Sean McLaughlin, SVP Local News for Scripps! You can send your questions for our next guest at admin@talentblvd.com. Join the live chat and ask your questions directly! Register HERE to save the date for January 18th at 3pm ET.

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