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Most large organizations have some communication problems, and newsrooms are
no exception. But it sometimes seems that those of us in the communication
business are the biggest failures at sharing information. In times like these,
when newsrooms are at their busiest and people are working longer hours than
ever, nerves can get frazzled and crucial updates can slip between the
cracks.
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At a recent NewsLab conference, "Reinventing the Desk," participants shared
ideas for improving newsroom communication--then went home and implemented
change. You might want to consider your own communication plan in the days
ahead.
THE BRIDGE
Many newsrooms have telephone systems for sharing information, but they may
use those systems only on special occasions like election night. At WRC-TV in
Washington, DC, the newsroom has a permanent "conference bridge"--a line that
can be accessed simultaneously by several callers from inside or outside the
building. Unlike the standard conference call that has to be scheduled in
advance and works through an operator, the bridge line is "always on." A
reporter in the field can call in to the desk, be transferred to the "bridge"
and speak to managers and multiple show producers at the same time.
The assignment editors use a high-tech paging system to get everyone on the
call: You guessed it, they yell across the room. The assistant news director,
managing editor, executive producer, three show producers, three desk editors
and a Web producer can all dial into the bridge. Veteran assignment editor
Milton Shockley says the bridge helps everyone gets the latest information and
improves content by including more people in the editorial process. And it saves
time and frustration at both ends of the line.
REALITY CHECK
It's never easy to keep track of who's doing what when, but it's even more
difficult at a station like WBBH-TV, the NBC affiliate in Fort Myers, FL. That's
because it's part of an LMA (local marketing agreement) with the local ABC
affiliate, WZVN-TV. The two stations share a news director and technical
facilities, but they produce separate newscasts.
To keep everyone up to date on the progress of reporters' stories, an
executive producer created a computer template in the Basys system called
"Reality Checks," with a slot for each newscast: four for the NBC affiliate and
one for the ABC affiliate. Reporters are required to call in before the
afternoon meeting to provide an update. The information is entered in the
computer so everyone can see it.
Each story entry on the "Reality Checks" form has basic facts, describes
available video, tells who's been interviewed (on camera and off) and notes what
else the reporter and photographer are trying to get done before airtime. The
"reality check" also tells producers the agreed-upon format of the story (is it
live, with Q&A, is it being fed in, and if so at what time, etc.), and notes
what graphics have been ordered. You could expand on this by adding other
elements that would be useful for producers to know:
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In a busy newsroom, systems like a bridge call or a reality check can ensure
that timely information is shared with everyone who needs it. Of course these
systems only work if everyone makes them work. Reporters can't disappear on
assignment and fail to call in. To persuade them that it's worth the effort, ask
them this: would they rather make one call at a convenient moment, or have their
beeper or cell phone go off a dozen times, interrupting their work? That
shouldn't be too hard a sell.
Let us know if you try either of these
systems. If you have other suggestions to improve newsroom communication,
send them our way and we'll be pleased to share them.
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