TEN TIPS FOR WRITING BETTER LETTERS TO TV STATIONS:
So...why are letters to TV stations so effective? Because television station management listens to viewer feedback. Contrary to popular opinion, the two factors that most shape broadcast television news are ratings and direct viewer feedback. And the most effective form of viewer feedback is a well-written letter.
In this context, given the current climate of media deregulation, broadcasters DO still serve the public interest, but it is the interest of the public that watches AND takes the time to communicate.
It probably comes as no surprise to anyone that very few TV viewers take the time to write letters. Most call or email, but this is far less effective. An email can easily be deleted, phone messages rarely reach their target, faxes are a little sloppy, but a well-written letter will get passed from desk to desk and office to office. It is a very powerful tool, even though it may never be published or generate a response.
What follow is a simple 10 point guide to writing more effective letters to TV stations:
1) Don't waste your time communicating with cable news channels.
We often hear that MoveOn.org has more members than the Christian Coalition at its peak. But did you know that MoveOn.org currently has more members than Fox News Channel has viewers? That's right, at this writing, FNC peaks at approximately 2 million viewers daily. To put this in context, The CBS Evening News, which is the lowest rated of the three network newscasts, pulls 8-10 million viewers nightly, and this is considered a ratings disaster. Together, the three network evening newscasts pull about 35 million viewers nightly, or 40% of the viewing audience for the timeslot. That's why it makes sense to focus attention on your local network affiliated stations that produce and/or carry news, since this is where the viewers are.
2) Write to power.
The two seats of power in every television station are the General Manager and News Director. For news content issues, these two people are the key decision makers. Unless you want your letter to end up stuffed in a drawer, don't bother writing to reporters or anchor people. But if you must, be sure to copy the GM, the News Director or both. See list below for contact names and addresses for Atlanta stations.
3) Watch.
If you don't watch, you can't comment. That's the rule. If it's clear from your letter that you aren't a regular viewer, your comments will lack credibility.
4) Write as yourself, not as a member of a group.
The simple title "viewer" carries more weight than the name of ANY organization behind your name. In fact, if you write as a representative for a group, it's likely your letter will be ignored.
5) Get it in the file.
Ask that your letter be included in the station's FCC Public File, a file stations are required to keep (only of letters, not of phone messages, emails or faxes), which can be inspected by the public and which becomes more prominent during the station's license renewal process every 8 years.
6) Use nice paper.
Clean is best. Don't use your business or employer letterhead.
7) Keep remarks short and to the point.
Three to four short paragraphs are ideal. These are TV people, after all. Make one central point, correction or request. If reporting a correction, make sure your sources are well-informed.
8) Include contact info.
Use your real name and include a return address, email and phone number. Anonymous letters, or those without contact information are usually discarded.
9) Stay with what you know.
Each of us has expertise that better informs our comments on certain topics. Are you a businessperson who works from home? Are you a parent? Are you unemployed? Do you work in the Healthcare, Insurance, Education or the service industry? Whatever your circumstances, letters that are informed by your own experience will be the most powerful. If applicable, mention your area of expertise or personal connection behind your name or in the body of your letter.
10) Take your time.
Although you want your letter to be topical and timely, don't dash it off in a huff. Give yourself an extra day or two to review and polish your remarks before sending. Strive to make the content thoughtful and rational, and avoid rants or screeds. Remember that as part of a station's public file, your letter could be reviewed for years to come!
ATLANTA TELEVISION STATION NEWS CONTACTS:
WAGA Channel 5 FOX
1551 Briarcliff Road NE
Atlanta, GA 30306
Gene McHugh | General Manager
Budd McEntee | News Director
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WSB Channel 2 ABC
1601 West Peachtree Street NE
Atlanta, GA 30309
Gregory Stone | VP & General Manager
Jennifer Rigby | News Director
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WGLC Channel 46 CBS
P.O. Box 93524
Atlanta, GA 30377
Sue Schwartz | VP & General Manager
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WXIA Channel 11 NBC
1611 West Peachtree Street NE
Atlanta, GA 30309
Robert Walker | VP & General Manager
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