It took me too long to get out of television news. I knew i wanted to do something that had a more positive impact on children, and i struggled to find it. Time after time, the rejection letter came because i didn't have PR or corporate communications experience. The more i spoke to my peers the more i learned it was a very common story. Countless colleagues i have spoken to (as recent as last week) are frustrated that recruiters/hiring managers don't understand or find value in a television News Director's skillset and what they could bring to a team outside of news.
So let me spell it out for you.
- Decision making in stressful situations: PR agencies seem to think they are the only business that deals with multiple clients in crisis each day. Come spend a day in a newsroom. Multiple shows, multiple content delivery channels, impossible deadlines, and a staff of people that need decisions made in minutes, not hours or days. News managers are battled tested in crisis communication and staying calm under pressure.
- Media training/media planning: Who do you think trains all those anchors and reporters you love to hire for public relations and Public Information Officer positions? If you have a job that includes media training C-Suite executives how would you not start with those who train hundreds of anchors and reporters in their career? On air spokesperson, sure hire that anchor or reporter. However, i see many more positions looking for training not on camera performance. Oh, you also want some one that can plan a media buy or media campaign? News Directors work with sales and creative services teams to do that each day/24 hours a day.
- Budget development/management: Ever try to manage overtime and expenses while providing continuous coverage of a hurricane for weeks on end? Or guide a newsroom through a national pandemic? Presidential election? News Director have all done it. Your average newsroom has a staff of more than 30 people and a budget over a million dollars. Yes, they can certainly manage your communication budget and a team of 5 staff.
- Brand development/ brand marketing: You don't need an outside agency to launch your new brand. Hire a News Director! Many of them are running 3 or 4 affiliate brands at the same time for one company. That's a skillset you can count on and that will be on your side:)
- Doing more with less: This should probably be #1 and not #5. If there is anything that newsroom leaders have learned in the last 5 years it is to do more with less. Broadcasts, OTT, social media, websites, you name it... they have to provide content and talent for it. If you think a 10% budget cut is the end of the world, you haven't worked in a newsroom. Oh, and they have to motivate and inspire their greener and greener teams to do more and pay them less at the same time.
- Dealing with difficult people: We all have coworkers that are tough to work with. We all know their can be big opinions are bigger egos in leadership positions. How do you influence them? Hire a News Director! Anchors and reporters are talented and sometimes a bit tiring to manage. News Director's have difficult conversations on a daily basis, the best of the best know how to deliver bad news and influence outcomes without offending. Have you ever had to tell someone they cannot wear that on TV? yeah, not fun. We have all done it.
So you get my point. This skill list could go into the hundreds. Recruiters! Here is your opportunity! News managers may be leaving the business in record numbers right now. The last few years have been brutal. Are you going to be the hiring manager that sees them for the master marketing and communication professionals they are or are you going to throw away their application because you don't see B2B or B2C or agency experience? The choice is yours. There isn't a lack of talent to hire. There is a lack understanding for the massive skillset news managers bring to the conference table for your organization.
#recruiter #tvnews #newsdirector #public relations #communications #jobs #career #careerchange #employment #news
Yes!!!
Public Information Officer/South Dakota Department of Public Safety (S.D. Wildland Fire )
3 年Amen! I was a news anchor for 25 years: took the leap over to state government agency PIO. Everything you said about News Director’s transferable and immeasurable skill sets, poise under pressure, and selling the company’s brand are 100% true. But what did you mean about Anchor’s egos? Kidding.
Broadcast Production Management & Services Technical Manager, Director, and Technical Director Owner at MVISION, LLC
3 年They, oftentimes, don’t know th value of many highly skilled tech positions and the experience you bring to the table. Have had conversations with many recruiters about their tactics!
Media and Marketing Professional
3 年This is brilliant! I wish I had read it, (or written it), 10 year ago.... thanks for sharing this great perspective!!!
Robyn is right. Marketing/Promotional departments know very well how to manage and promote a brand. How to talk to an audience. And how to relate to media. We work with News Departments every day. Want to know how to construct a News Release to get a news department to actually pay attention to it? Yeah, come to us. We know exactly how beleaguered a reporter is. Copywriting? No one can construct a :15 or :30 targeted piece better than us. Need someone creative on a shoestring? Yeah, that's what we call "Tuesday" in a TV Marketing Dept.