“Unscripted and as real as it gets, and even shot on their own iPhones,” said Scott Brady, WDRB’s creative service director. “We wanted the news personalities to drive the content, and share their unique perspective with detail from these past six weeks.”
Local TV news personalities don’t just report the news about coronavirus, it can touch their lives and their families, too.
Scott Brady, creative services director at WDRB, the Block Communications Fox affiliate in Louisville, Ky. (DMA 48), said his team abandoned the comfort zone of “copy first” and became marketing reporters to interview the news team, not an easy assignment given the talent were all in different locations.
“Unscripted and as real as it gets, and even shot on their own iPhones,” said Brady. “We wanted the news personalities to drive the content, and share their unique perspective with detail from these past six weeks.”
The talent told their personal stories about their families and challenges and the creative services team collected them via Vimeo download.
“The promo result was dramatic, as we were able to weave together almost the entire news team through a social-type conversation that was so real and powerful,” said Brady.
“The stories were also very relatable to what we are all going through during this disruptive crisis. So rather than repeating copy lines, this content marketing approach really delivers the message in a much different way that we are all in the same boat.”
WEWS, the Scripps ABC station in Cleveland, Ohio (DMA 19), is searching for an experienced news director to keep our station moving forward to new heights of success. The right candidate will be someone who understands deep impact local content and can help teach and develop a talented group of journalists into stronger emotional storytellers. Click here for more specifics and how to apply.