Tracey Madigan is the executive producer of the Washington Business Report on ABC7, Washington DC's go-to show about who in the business world is winning, and how are they doing it. Tracey trained as a journalist in Winnipeg and has worked as a producer and journalist for a number of media outlets over her career. A true media veteran, Tracey has an almost instant sense of what will make a good story (and what won't) when reviewing a pitch.
The Washington Business Report has three main parts:
One-on-ones with global CEOs: CEOs from Donald Trump to Diane von Furstenberg share their passion, past failures, and tips for successful businessSmall business spotlight: tips and takeaways from experts, profiles and first hand lessons, how they overcame hurdles, and who's winningWeekly round table: what's new in the business world and why it matters to peopleAccording to Tracey, a great story involves:
A journey! Want to make the journalist root for you, so share your challenges and failures along with your successes. This makes you relatable! Take away tips and lessons for the audienceThe Washington Business Report's audience:
Goes beyond small businesses to include a broader audience. It has to be relatable to everyday peoplePro tip: make sure you aren't nichey. If you are focussing on B2B, it still doesn't give you permission to fall into jargon, numbers, and business blahblah. It's still about the human connection. When you send a pitch, behind the scenes:Producers go over content, do pre-interviews, and figure out how they can fit them into their show.
2 things Tracey wishes you knew:
Producers really grapple with time, and she doesn't have time to negotiate around a pitch. Get to the point! Hook her on your story right away.A lot of potential guests want to be on-air for 10-15 minutes. TV segments are short! The show has only 21 minutes of content TOTAL, so it's important to get to the point (are you seeing a pattern here?).
The number one interview mistake to avoid:
When you are Ms. Personality in the pre-interview, don't get all serious once the red recording light is on! Trying to act "how people should act on TV" is the number one interview mistake people make (and can make a producer feel a bit let down).Pro tip:
Quickly engage the producer in your pitch, because more often than not, she is the one that makes the decision. Production teams are getting smaller and smaller, so it is ever-more important to make a human connection right away with the producer. Tracey's definition of an expert: someone who speaks in a way that is accessible, and that gives value to her audience by moving beyond the obvious, distilling information into nuggets, and evoking an emotion.
"I want fewer numbers, more stories" Tracey Madigan, Washington Business Report
For Tracey, irresistible pitches involve:
A subject line that pulls you inA likeable character that has something to teachDisrupters: people who break the mold in their industry or companyOne of Tracey's favourite episodes:
Interview with Patrick Byrne from overstock.com: Wallstreet whistle blower, success-story, and seen as "crazy" by his nay-sayers. What not to pitch:
Stories that are boring or inaccessible to those outside your company or industry (e.g. the CEO hire, the new market, the event, etc)Most common mistakes people make when pitching the Washington Business Report:
Using industry-speak Using the word "solutions": it doesn't mean anything! Say what the problem was, how you solved it, and why the world is a better place because of you or of your company.How much lead time do you need?
Totally varies, from a few weeks for a few hours. Pro tip: if you are able to give interviews at the last minute when someone else cancels, tell a producer. They will call on you! Tracey's top cheat:
When sharing your bio: "We help "A" do "B" so that "C"". What are you doing, who are you doing it for, and why does it matter?A piece of advice that took you out of the kiddie pool and into the ocean: Make a great first impression by being an authentic you.
