Multimedia Storytelling for Journalism and Public Relations
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POWER PERFORMANCE POWER PERFORMANCE Multimedia Storytelling for Journalism and Public Relations Tony Silvia and Terry Anzur A John Wiley & Sons, Ltd., Publication This edition fi rst published 2011 © 2011 Tony Silvia and Terry Anzur Blackwell Publishing was acquired by John Wiley & Sons in February 2007. Blackwell’s publishing program has been merged with Wiley’s global Scientifi c, Technical, and Medical business to form Wiley-Blackwell. Registered Offi ce John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom Editorial Offi ces 350 Main Street, Malden, MA 02148-5020, USA 9600 Garsington Road, Oxford, OX4 2DQ, UK The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, UK For details of our global editorial offi ces, for customer services, and for information about how to apply for permission to reuse the copyright material in this book please see our website at www. wiley.com/wiley-blackwell. The right of Tony Silvia and Terry Anzur to be identifi ed as the authors of this work has been asserted in accordance with the UK Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners. The publisher is not associated with any product or vendor mentioned in this book. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought. Library of Congress Cataloging-in-Publication Data Silvia, Tony. Power performance : multimedia storytelling for journalism and public relations / Tony Silvia and Terry Anzur. p. cm. Includes bibliographical references and index. ISBN 978-1-4051-9868-4 (hardback) – ISBN 978-1-4051-9869-1 (paperback) 1. Mass media–Authorship. 2. Broadcast journalism. 3. Reporters and reporting. 4. Public relations–Authorship. I. Anzur, Terry. II. Title. P96.A86S55 2011 070.4'3–dc22 2011001827 A catalogue record for this book is available from the British Library. This book is published in the following electronic formats: ePDFs (97814443406170); Wiley Online Library (9781444342192); ePub (9781444340624) Set in 10.5/13 pt Minion by Toppan Best-set Premedia Limited 1 2011 Contents About the Authors vii Foreword by Lester Holt, NBC News/MSNBC ix Introduction xiii 1 The Role of the Storyteller 1 Profi le: Brian Williams, NBC News 22 Resource: IJPC.org, The Image of the Journalist in Popular Culture 25 2 Reporting Stories across Media 28 Profi le: Linda Hurtado, WFTS-TV 55 Profi le: Casey Cora, http://oakpark.patch.com 58 3 Writing the Story for Print and the Web 61 Profi le: J.R. Raphael, Contributing Editor, PC World 97 Profi le: Eric Deggans, St. Petersburg Times and tampabay.com 101 4 Video Storytelling on the Air and on the Web 105 Profi le: Joe Little, KGTV-TV San Diego 152 Profi le: Jessica Yellin, TV Reporter, CNN 155 5 Presenting the Story on Camera, on Air, and Online 159 Profi le: Poppy Harlow, CNNMoney.com 187 Profi le: Owen J. Michael, KABC-TV 191 6 Practicing Public Relations in a Multimedia World 194 Profi le: James Lee, Lee Strategy Group 218 Profi le: Ann Kellan, Intermedia Marketing & Production, Atlanta 221 7 Ethical Journalism in Multicultural Media 224 Profi le: Corey Flintoff, National Public Radio, www.npr.org 245 Profi le: Frenita Buddy, Hope Channel 249 8 Putting Your Skills to Work 252 Profi le: Kris Van Cleave, WJLA-TV 263 Profi le: Lila King, Senior Producer, CNN.com 267 Index 271 About the Authors courtesy melanie marquez TONY SILVIA Tony Silvia is Professor of Journalism and Media Studies at the University of South Florida St. Petersburg, and the author of four other books, two of those titles, Student Television in America and Global News: Perspectives on the Information Age , published by Blackwell. He is a regular presenter at national conferences, consults with newsrooms, corporations, and non - profi ts, and is a frequent contributor to seminars at the Poynter Institute. His career in television news spans more than two decades, as a general assignment, political, consumer reporter as well as anchor at local stations. In addition, he regularly consults with newsrooms and non - profi t organizations on issues like effective storytelling, media ethics, and diversity. His work has appeared on CNN, where he served as a features correspondent in the network ’ s science - technology unit. He holds both a master ’ s and doctoral degree from the University of Birmingham, England. viii About the Authors courtesy bob lasky TERRY ANZUR International journalism educator Terry Anzur consults broadcast and online video outlets on talent development and is a news anchor at KFI - AM in Los Angeles. She developed her coaching techniques while on the faculty of the Annenberg School for Communication and Journalism at the University of Southern California. She holds an AB in Communication from Stanford University and was a Benton Fellow at the University of Chicago. Her on - air experience includes a national talk show on the network that became MSNBC, as well as anchoring and reporting for KTLA- TV in Los Angeles and CBS stations in Los Angeles, Chicago, New York and West Palm Beach. She has reported from Washington for the NBC - owned stations and has anchored at local TV stations in Houston, Miami, Atlanta, Providence and Charleston, WV. She began her career in print journalism at the Trenton Times newspaper, United Press International and the Associated Press. She is a Fulbright senior specialist and was the lead consultant on the Maldives Media Training Project. For more information, visit: http://www.terryanzur.com/ . Foreword courtesy nbc LESTER HOLT NBC News/ MSNBC Job: Co - anchor, Weekend Today Anchor, NBC Nightly News , Weekend Edition Market: National, based in New York City Hometown: Sacramento, CA Education: Attended California State University, Sacramento Career Path: Internships: KCRA TV and local radio, Sacramento, CA Radio reporter and weekend anchor, KCBS - AM San Francisco, CA Reporter, WCBS - TV, New York Weekend anchor and reporter, KCBS - TV, Los Angeles Weekend anchor and reporter, WCBS - TV Anchor and reporter, WBBM - TV, Chicago x Foreword Reporter, CBS News magazine, 48 Hours Anchor, MSNBC, Fort Lee, NJ Anchor, NBC, New York I started working in the news business while I was still in high school. I worked at a radio station in Sacramento and I was interning at a TV station. In 1979, when I was just starting my junior year of college, I left school to take a job at KCBS - AM news radio in San Francisco. It was one of the fi rst broadcast stations to have a computerized newsroom. I was a morning drive reporter and I anchored on the weekends. They had a little promo for me. It said, “ Breaking news with Lester Holt, the fastest mike in the West. ” I loved breaking news; I was always the guy with the scanner in the car, chasing police cars and fi re trucks. Later, when I moved to New York, that experience translated into being very comfortable on TV in front of a live camera and at the anchor desk. You become more conver- sational because you are telling people a story as opposed to just reading it. How I deliver the news as a network anchor came from years of doing live coverage on a pay phone or a two - way radio. On the Today show, I spend most of my time preparing for interviews, doing my homework. There ’ s a lot of adlibbing because that ’ s the nature of the show. For Nightly News , I write quite a bit in the fi rst block of the show. I go through every piece of copy. My days as an anchor on cable at MSNBC taught me to read up on stories and be ready for anything. Suddenly a story breaks and you have to be an instant expert. My preparation is to be aware of the stories we are doing but also scan the wires, read the papers. Be aware that a story that has been bubbling on the back burner of the stove could suddenly fl are up. I am constantly making sure that I understand the stories and their bigger meaning. I tell students that one of the most important things we do is give perspective and more information. It ’ s not just the words, but your tone and what you choose to emphasize. One thing I ’ ve always missed about radio was the immediacy. I could push a button on my walkie - talkie and be live. I could drop a dime at a pay phone and be on the air. For much of my career, televi- sion has been very cumbersome. Your report depended on whether there was a live truck or a satellite truck available. With multimedia tools, the world has shrunk considerably. I was in Haiti not long ago, making the drive from the Dominican Republic to cover the earthquake. I took my BlackBerry and pointed it toward myself, shot video and began to give narration as we were driving through the country.