We talk to Channel 9 Today Show Reporter Alison Ariotti about the changing face of television media in Australia and what PR’s can do to work in better synergy with broadcast journalists.
How long have you worked as a journalist?
I have worked as a journalist for close to 12 years. I scored my first job with WIN Television in Cairns and was there for two years before heading south to the Sunshine Coast WIN for another two years.
I returned to Far North QLD as Chief of Staff in the WIN Newsroom, before a job offer came from Channel Nine Gold Coast. I spent a couple of years by the beach before heading up to the Brisbane newsroom where I worked for another few years. The TODAY Show beckoned three years ago and I have been their Queensland reporter ever since.
What percentage of pitches delivered by PR’s would you consider a ‘good fit’ for the program?
Fifty per cent.
Do you think the relationship between journalists and PR’s has improved since the days of the flacks and hacks stereotype?
Not being in the game 20 years ago it’s a little difficult to comment, but on a personal level, I feel my ability to communicate honestly with PR representatives has improved since I began working as a reporter. I always aim to respond to PR pitches with either a yes or a no and have always had that approach. However, these days I find I’m more forthcoming in telling them exactly why our show will go for a story or why it won’t.
I am more inclined to go into details about our demographic and what our boss is looking for. I also have enjoyed a stronger relationship with PR’s since working on the TODAY Show because I am putting together more creative feature based stories which need a little more work in the development stage, hence I’m liaising with PR’s more in the lead up to a shoot. I’m also aware that if I am friendly & considerate when liaising with PR’s, they’re more likely to come to me with a story, rather than my opposition.
We have seen a lot of changes in print media due to the growing popularity of online, has this effected the way you work as a broadcast journalist?
Online has affected our content and the way I work immensely. For starters we are encouraged to use Twitter both to promote our stories and to monitor breaking news and keep an eye on what others are covering! We are encouraged also to share video content and whereas a few years ago you wouldn’t want to be caught with Facebook open on your desk computer, now it’s accepted as a vital news tool. We source stories online and the pace of the news I find is faster, as audiences demand information as soon as an event is happening.
What do PR’s need to do to adapt to these changes?
Be aware journalists have less time than ever before. The workload seems to have increased with all the content one needs to be across, so if you’re organized they will love you for it!
What is your PR pet hate?
Not thinking about pictures for a television story…
What could PR’s do better when it comes to working with broadcast media?
Always think in pictures and think outside the square when considering different filming options or ideas to entice bosses to give the story a run. If it’s a product that’s being promoted, really look at how to make it seem non-promotional otherwise it will always be shut down.
What sets The Today Show apart from other morning programs?
We have a fabulous team both on and off air who all love going to work and who all put in 200 per cent. The TODAY Show would never pressure a guest to be on our show and we have some of the best chasers in the business.
How can PR’s appeal to these production values?
The TODAY Show is relationship oriented and we are more likely to agree to a story if it’s pitched by a PR agency that we trust and have a solid relationship with.
