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Bob Kaplitz Blog

  • Multimedia Minutes: Viewer Advocacy Comes Alive — Just Watch Holly Zuluaga Take Action

    May 31st, 2010

    Viewers love reporters who watch out for them rather than simply react to the news of the day.  In this example, see how KEPR-TV’s brand of journalism comes alive in the first few seconds of the lead-in, then watch Holly Zuluaga deliver on it through her tough questions, her follow-up questions, her fair treatment of the other side of the story, and her strong storytelling.  Plus she’s covering one of the hottest topics around — bullying in the schools.

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | 6 Comments »

  • Multimedia Minutes: Fact Check Can Pull the Competition’s Viewers to You like a Magnet

    May 29th, 2010

    Call it Fact Check, Reality Check, or “digging deep,” viewers love it.  Many tell us they’ll dump their favorite news station for one that goes the extra step to separate fact from fiction.  Do it for the more significant stories.  Your reality check facts can come from other sides of the issue.  Check them out and tell viewers your sources.

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | 2 Comments »

  • Multimedia Minutes: How to Put a Face on a Story

    May 28th, 2010

    Finding a “real person” for stories isn’t easy, so sometimes you just need to ask your viewers on your air and on your Web site.  We’ve recommended this approach to news directors.  They say it not only helps find human angles but also provides a deeper understanding of the issue from the people closest to the problem — parents and kids.

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | 1 Comment »

  • Multimedia Minutes: A Tool to Focus on What Matters

    May 27th, 2010

    Several years ago, a ND and I asked a producer to assess his newscast.  He said, “We kicked butt.”  He then went on to talk about several live remotes (with nothing going on) and some “neat graphics.” 

    Unfortunately, although the producer was elated, the newscast failed to deliver on the ND’s goals, which reflected the needs of viewers in the market.  The problem was that the goals for each newscast were unclear, so the producer defined “success” one way and the news director defined it another way.

    A simple checklist or scorecard quickly solved the problem.  Here’s an example.  Yes, a simple yet powerful concept to keep goals and progress front and center.  No matter what your responsibility is in a news gathering organization, you’ll benefit from a scorecard or at least a checklist.

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | No Comments »

  • Multimedia Minutes: This Franchise Recruits Viewers

    May 26th, 2010

    One of the most powerful franchises we ever tested is simple in concept:  Alert viewers to neighborhood crime trends so they can protect themselves.  Many viewers say they’ll leave their favorite station to watch it because personal safety is important to them.  Here’s an example of the concept.

    Sharpen your skills as a multimedia journalist by watching the videos under Recent Posts — fast becoming the largest on demand 24/7 library of learning videos for MMJs in the world.

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | 31 Comments »

  • Multimedia Minutes: A Proven Way to Improve Storytelling

    May 25th, 2010

    Managers frequently ask for ways to help improve storytelling and efficiency.  Here’s one approach we recommend because it contrasts the old way vs. the new.

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | 1 Comment »

  • Multimedia Minutes: Lena Vargas Won’t Let Officials Off the Hook

    May 21st, 2010

    Viewers value reporters who probe for answers, not just accepting the first thing they hear.  KEPR-TV’s (Tri-Cities, WA)  Lena Vargas shows how to be tenacious as viewer advocate.  Plus she delivers other elements of strong storytelling.

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | 10 Comments »

  • Multimedia Minutes: How Do Your Promos Compare?

    May 20th, 2010

    When you look at these promos, see how clearly the station’s brand of journalism comes alive.  Notice how these spots minimize generic or wallpaper video and engage viewers with memorable moments.

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | No Comments »

  • Multimedia Minutes: Strong Example of Viewer Advocacy

    May 19th, 2010

    Viewers want to know where their tax money goes, and this example offers you a story idea and a clever way to cover it.

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | 1 Comment »

  • Multimedia Minutes: Getting Strong Soundbites

    May 16th, 2010

    Capturing strong soundbites in an interview requires a reporter who can make the person open up.  Here’s an example.

    Comment from Naomi to the question:  “How did you make the interview subject so comfortable to get these powerful soundbites?”

    I think it really was a matter of a pre-interview, which we don’t always have the luxury of doing as an MMJ. I spent two days in Nogales for that story and I definitely understood what you meant by the lack of video. I tried to spice it up with the editing in the beginning, but stories like that can be very tough to recreate! I spent some time with one of our photographers afterward talking about how I could have shot better (getting even tighter shots in the classroom, like the zippers or even the eraser on the pencil, for example).

    But when you have the time, a pre-interview can save a story that has no video. Also, I liked your suggestion of on camera story-telling.

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | No Comments »

« Previous Entries
  • Bob’s Quick Take

    • A Simple But Powerful Tool — Visual References
    • About Bob
    • Colorful Writing Example
    • Don’t Let Bob Dotson Fool You
    • Fanastic Source Under Your Nose
    • Get Out of Your Universe
    • Great Video Without a Tripod
    • Management Tips: Get Results
    • Polish Up Your Editing Skills
    • Quick Tips for Sweeps
    • Time for a Town Hall Meeting?
    • What’s Your Social Media Score?
    • Who’s “Standing by You”?
    • Whom are You Talking To?
    • Why Stations Flounder in News
    • A Rare but Good Approach
    • Beauty of a Two-Shot
  • Recent Posts

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    • How to Engage Viewers and Keep Them Watching
    • Helpful Tips Get You Hits
    • How to Boost Attendance for Your Events
    • “How Do You Choose a Contractor?” is a Great Question to Attract Prospects
    • Testimonial Power
    • Million Dollar View
    • The Power of “This is Schellie Mendes with Regus” on Video
    • Sincerity Persuades
    • Production Values Send a Message
    • Learn Three Storytelling Tips from “The Girl with the Dragon Tattoo”
    • New Years’ Wishes
    • Lighting Tips: Three Points
    • Rabile Family Dentistry Video Marketing Review
    • A Great Experience at the Bakery
    • Innovative Video Email Marketing: Meet Schellie Mendes of Regus Office Solutions
    • The Power of Web Videos
    • Does This Belong with “The Walking Dead”?
    • Bringing a Story to Life through Video
    • How Can a Picture Build Your Brand?
    • Testimonials Won’t Work Without This
    • How to Get Important People to See Your Video
    • What You Can Learn from The Tina Patsch Story
    • Analytics Improves Your Chances of Success
    • Five Creative Ways to Use Quick Response Codes
    • Key to Your Success: Get Real
    • Crucial To Your Success: Know “Why You?”
    • Make a Personal Connection
    • Writing News for the Web: Ten Top Tips
    • What You Need to Know about QR Codes
    • Content Marketing: The Power of Story
    • Before You Do Your Next Video: Five Keys to Getting Comfortable on Camera
    • Content Marketing 101: What is it?
    • Content Marketing: Why You Need a Branded YouTube Channel
    • Content Marketing: Make It Easy for Consumers
    • The Winner in Full Engagement
    • Content Marketing: The Hardest Thing to Do on Camera Is…
    • Presenting on Camera: Engage Fast
    • Presenting on Camera: Smile Power
    • CONTENT MARKETING: What We Believe
    • CONTENT MARKETING: The Power of Story
    • Why “Content Marketing”?
    • Content Marketing: Capturing the Emotion without Exploiting the Victim
    • Content Marketing: Squeezing Alot into a Story to Delight Viewers
    • How QR Codes Can Make Your Phone Ring
    • Smart Video Marketing
    • Capture the Fun in Your Content Marketing
    • Show and Tell
    • Capture the Feeling
    • Coupons Get QR Code Results
  • Archives

  • About Bob

    Bob Kaplitz is senior vice president for content marketing for AR&D, which he joined in 1980 after a distinguished career in broadcast journalism -- a career which included reports on the CBS Evening News with Walter Cronkite and recognition by RTNDA as Best TV Investigative Reporter in the U.S. and Canada. The Content Marketing division's clients include The Four Seasons Sports Club and Resort, Sundance Square, Kids R Kids Learning Academy, and many professionals. Bob has consulted TV stations and media groups in markets including Los Angeles, San Francisco, Atlanta, Detroit, Cleveland and has spoken abroad in cities as far flung as Sydney, Australia and Hong Kong.

    Bob also lectures on international advertising and new media to MBA students at the University of Dallas Graduate School of Management. The Dean of the business school recognized him multiple times for excellence in teaching.

    He’s also spoken on viewer behavior to the National Press Photographers Association, the National Association of Broadcasters, and the National Academy of Television Arts & Sciences.

    He’s also served as vice president of new media for the DFW American Marketing Association where he pioneered the creation of video interviews with some of the country’s leading marketers.

    He’s author of Creating Execution Superstars with Budgets Cut to the Bone — a 160 page handbook for thriving in the downsized economy. Bob Dotson, national correspondent for NBC News' Today Show calls the book "a roadmap to better times."

    Bob has been nominated several years in a row by the DFW Interactive Marketing Association to judge some of the country’s most innovative marketing campaigns.

    Bob shot and produced a short movie, Save a Treasured Home, to help preserve a Dallas landmark designed and built by a disciple of the famed architect Frank Lloyd Wright.

    Bob studied journalism and marketing at the acclaimed Syracuse University’s Newhouse School of Public Communications where he received a Masters degree which followed a degree in psychology. One of his mentors was Dan Rather.

    He’s also studied innovation at the Center for Creative Leadership and was certified as an Innovation Leader at Synectics, a global consulting business that helps businesses create breakthrough ideas.

    He’s written articles on news management for Electronic Media and media reviews for the Dallas Morning News.

    He’s conducted global webinars for a London-based firm specializing in international marketing solutions. At their Los Angeles conference for marketing executives, Bob was rated as one of their top speakers.

    Bob has advised a remarkable range of people on building personal brands, which is important to everyone’s success. They range from network correspondents to the Tony Award winning star of the Broadway hit Jersey Boys to a notorious girlfriend of President Clinton to Princess Diana’s former chef at the Royal Palace.

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