Every now and then I hear some version of “You can’t cover your market unless you get out in it.” My first radio program manager said, “Buy a house, look like you live here.” A TV news consultant once said, “The twenty-something producers here have no idea about the lives of their viewers. They have no kids and sit in this building all day.”
I’ve (half) joked before that the weather needs to be moved over to the promotions department. We only get three minutes of a 30 minute newscast. Our job, even while some research shows weather has fallen dramatically as the reason people watch, is to bring viewers into the tent so they can sample the rest of the wares.
Go find some people doing something and put them on TV. Live shots are good but consider the benefit of pre-production. This gives them the chance to tell the rest of their Tribe, “We’re going to be on TV!”
Every time I do a speech I pull out my phone and have the group shout, “Hello, Texoma!” I tell them specifically when they will be on TV. From there it is up to the news people to get them to stick around.