Greg Retsinas: KGW Media Group [Podcast]

6 Ways to Get Coverage on KGW

The Swallowing of Traditional Journalism
Passionately Outlined by KGW’s Greg Retsinas.

Greg Retsinas must have a crystal ball. While spending years in traditional newsroom settings, he was acutely aware of the merger between traditional and digital media before any of us were. Not only was he one of the earliest to jump on the digital bandwagon, it is my estimation that he’s one of the few that is actually changing the game as the head of KGW’s digital operations and newly promoted to Regional Director for parent company TEGNA.

To say that digital media is merging with traditional journalism would be foolish. Not only has it already merged, digital media is swallowing up the traditional aspects of newsrooms across the world. So much so that my understanding of the traditional aspects of some newsrooms are outdated. I have been on this kick to learn about the digital side of newsrooms and it’s funny to see that my knowledge was up to par in that aspect, however the traditional side of news was lacking. Of course Veracity gains coverage on a daily basis from “traditional” realms, but that’s not the point. Fully understanding how newsrooms operate helps us do our jobs even better — enabling us to be better media partners.

Leaving his nest at the New York Times, Greg set out to explore the digital sphere of journalism, serving as Interactive Editor for the Press Democrat, eventually launching a digital agency inside the newspaper to help its clients with their digital needs. Fast-forward to today where Greg’s digital influence over traditional newsrooms is quickly reshaping everything.

Six Ways to Get Coverage on KGW:

Greg rattled off many ways PR pros can garner coverage on KGW’s broadcast, website and social media platforms. Here are a few highlights:

• Digital Self-Service: There are many options available on KGW.com that PR pros can utilize from a self-service aspect. By submitting to the calendar or adding to the directory, you can ensure you’ve done your part and bypass the stress of getting different forms of coverage if you have to.

• Sharing is Caring: Submit content such as videos and photos of community happenings. If the media couldn’t attend the “happening,” you can help fill in where they couldn’t be. You can do this through KGW’s YourPic section, or by sharing content through your mobile device on social media platforms and mentioning KGW in a post and direct messaging them.

• #Hashtag: By using the #KGWnews or #KGWweather hashtag on social media platforms, the KGW team will see it and decide if they want to reshare on their social, website, or maybe even on a show. By far the number one way people let KGW know what is happening is by tagging them in social media content.

• TV Broadcast: Space for TV is very limited. If you get something on TV, it doesn’t necessarily mean it’s going to make it online (and you want SEO!!). It depends on the subject, but if a reporter shows up to cover your story you have a greater chance of online coverage. Whereas if a camera shows up without a reporter, you get limited content and there’s a chance breaking news may rid your coverage from airing.

• Content Discovery Area: KGW’s Content Discovery Area, handling both digital and traditional news, is staffed by a team covering subjects and events that are highly visual, engaging, and speak to the general, yet local, audience. You can send pitches to [email protected] or [email protected].

• The Audience is First: Lastly, KGW news is meant for a wider, yet local, audience demanding compelling and quick stories. If your pitch is centered around a niche subject and audience, they won’t be intrigued.  

As a final note, Greg’s advice is “if you want to connect with us, consume us.” If you’re not doing this, it will be difficult to get into KGW’s ecosystem.

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

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