The Big Three Shake Things Up: Evening Newscasts Make Changes

By on Thursday, January 19, 2012
Photo by MediaBistro

There was a time when you could predict what the lead story would be on the evening news for the three major networks – ABC, CBS, and NBC. But all three networks are mixing things up and making changes to their story lineups to stay competitive with cable and the Internet, and offer content viewers want to watch.

While the different anchors have always brought their own personalities into the mix, ABC is trying to humanize the news, writes New York Times reporter Brian Stelter. CBS is trying to stand out by emphasizing hard news and wooing 60 Minutes viewers to its other newscasts.

Why does this matter to PR professionals working with nonprofit organizations and associations? If you are pitching reporters at these networks – notice their nuances. Watch a few newscasts before you pitch a reporter, so you understand what he or she is covering and the angle they are trying to define. And take heart – the changes in the evening network news casts bode well for many human interest stories – for the stories we are building movements around.

Ami Neiberger-Miller is a public relations strategist and writer. She is the founder of Steppingstone LLC, a virtual and independent public relations practice near Washington, D.C. that provides public relations counsel, social media advice, writing services, and creative design work for publications and websites (portfolio). Ami blogs frequently about media relations, social media, public relations and other issues. She also reviews books on her blog about public relations, nonprofit life, work-family balance and social media practice. Follow her on Twitter @AmazingPRMaven.

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