TSP: Caroline Dickie, Managing Editor, WMAR, Baltimore

By Jason Falls

So you want to get a story on the news in a major television market. Today’s Straight Pitch can help. This edition profiles Caroline Dickie, managing editor of WMAR, the ABC affiliate in Baltimore. Dickie oversees special projects and investigations for ABC2 News while contributing to the day-to-day coverage decisions as well. She recently assumed her role at WMAR after 12 years with production and assignment responsibilities in various capacities for WAVE 3 in Louisville, an NBC affiliate.

WMAR-TV is a 60-year-old operation that was the first commercial television station in the state of Maryland. It can be found online at http://www.abc2news.com .

THE STRAIGHT PITCH

Name:
Caroline Dickie

Position & Organization:
Managing Editor, WMAR/ABC2 News, Baltimore

Organizational Background/Audience Profile:
General public in Baltimore and surround areas

Briefly describe your role:
Part of day to day coverage decisions. Head of special projects & investigations.

Tell us a little about your background:
Most recently ran the news desk at WAVE, the NBC affiliate in Louisville, where I spent 12 years as a producer.

How do you prefer to be approached with story ideas?
Email. Open with a brief description of what, when and where, all clearly labeled. A longer description can follow but should not exceed more than a page.

What key ingredients make a pitch appealing to you?
Broad appeal to the public or good images.

What methods of pitching or contents within a pitch turn you off to the idea?
Overly pushy PR people. If you must call to see if we got your release, fine, but don’t attempt to lock me in to cover the event in a phone call. Don’t call numerous times.

Which are more useful in your decision making, press releases or fact sheets?
Press releases that contain enough information to explain the story but do not kill me with info.

Do you prefer broad story ideas or pitches intended for specific segments, features or placement?
Broad. I don’t trust a PR person who thinks they know more than me the way a story should be produced.

What else can PR professionals do to help you do your job?
Consider the time of day a news conference is scheduled. One at 10:30 a.m. is more likely to be covered than anything after 3 p.m. because 10:30 is early enough to not get in the way of bigger stories and after 3 p.m. is too close to broadcast time.

Also, though said before, please put in bold at the top of any release the time and place. Keep in mind it isn’t just the desk reading them quickly but often a person who is driving to get there.

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The Straight Pitch is a feature surveying media members at various levels of responsibility and influence and asking the general question, “How do you like to be pitched?” To recommend a media member, email us at jason@straightpitch.com. If you are a media member and would like to participate, please visit our media survey online by clicking here .

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