INTRODUCTION

As broadcast journalism has evolved over the past century, the technology to deliver the news has advanced in ways that were undreamt of in previous newsrooms. With the development of a 24-hour news cycle, Internet websites that offer news nonstop, multiple televisions in each household, and cell phones that tweet, text, talk, and update the day’s events, one would assume that long-term employment in broadcast news would be assured.

But the technology has been a double-edged sword, collapsing jobs as quickly as new ones are created. Multiple stations can now be operated from a single master control area. Reporters are multitasking by shooting their own footage and editing their own stories. Even entry-level jobs operating studio gear are being replaced by green screens, virtual sets, and robotic cameras.

This chapter discusses the career outlook in broadcast journalism. First, we’ll discuss the statistics of the field, including how mass media have become a dominant industry in this country. Second, we will identify the jobs that will be viable in the coming years, as well as those that will fade away. Finally, we will show the working environment, the salary expectations, and the employment data needed for those who will enter this dynamic field.

MEDIA’S DOMINANCE IN AMERICA

Careers in broadcast journalism owe much to the never ending presence of media in our lives. Consider the following statistics from the A.C. Nielsen Company:

■The average American watches TV four hours each day.

■Over a 65-year life span, nine years will be spent watching TV.

■Americans watch 250 billion hours of TV each year.

■66% of Americans regularly watch TV while eating dinner.

■99% of American households have at least one television.

FIGURE 17.1 Piotr Adamowicz/ Shutterstock.com

Not only are the media omnipresent (radio, TV, billboards, Internet, news papers, magazines, etc.), consumers often multitask their media. How often have you surfed the Internet while the TV was on in the background? More to the point, how many of you are currently listening to music as you read these words?

Within this cacophony is broadcast journalism. Although ratings have eased down for traditional newscasts, the number of hits on Internet websites for news has never been higher. Americans still consume news, but the delivery method is evolving. As that happens, the employment trends within the industry are changing as well.

EMPLOYMENT TRENDS IN BROADCAST JOURNALISM

The Bureau of Labor Statistics tracks a number of jobs in the media and communication fields. The most recent year of available data, 2014, shows that the outlook for jobs throughout the newsroom is mixed.

Fortunately, there are strategies to improve your odds. Taking broadcasting courses in college, learning computer skills, paying attention to current events, and getting internships are all proven methods of getting into the career.

One person with first-hand experience on the importance of internships is Camille Ralston, who interned at CNN News in Washington, DC. She says:

My internship was at the CNN Washington, DC, bureau in the Newsource department. Newsource is the heartbeat of CNN affiliates, providing ways for these news outlets to have access to CNN content, such as videos, the latest stories, and market-exclusive resour ces. My basic duties at CNN included writing scripts to accompany VO/SOTs to be distributed to affiliates, provid ing video and editing support for live broadcasts and location shoots, producing reporter pack ages and conducting interviews, as well as crafting daily advertisement for morning live shots (this was really fun!).

Shadowing was also a huge part of my day. Any spare minute I had was spent picking the brains of the professionals on my wonderful team, as well as Emmy award-winning journalist, Tom Foreman and legendary television news anchor, Wolf Blitzer. There were countless other professionals who took the time to teach me as much as they could throughout my internship, as well as giving me the opportunity to log many, many tapes.

FIGURE 17.2 Fotos593/Shutterstock.com

Applying for internships is much like applying for a job. In the next chapter, we’ll address how to go through the job search process and what materials you’ll need. Internship duties vary among newsrooms, but if you are fortunate enough to receive an internship that allows you perform some hands-on journalism duties, use that time to your advantage. Should you make a favorable impression, you have an inside track when the newsroom’s next job opportunity opens up.

WORKING ENVIRONMENT AND JOB DESCRIPTIONS

FIGURE 17.3 Billion Photos/Shutterstock.com

Nielsen Media Research lists 210 television markets in the United States. These designated market areas, or DMAs, are ranked based on the number of viewers that are in the area. New York City is the largest market followed by Los Angeles and Chicago. The smallest markets are Alpena, Michigan (#208), North Platte, Nebraska (#209), and Glendive, Montana (#210). The range of viewers between the markets is stunning; New York boasts well over 7,300,000 television households while Glendive counts just over 4,000.

The salary range between large and small markets is equally varied. Reporters in larger markets can command salaries over $100,000, while those in the smaller markets are closer to $20,000 annually.

The difference in salary is simple economics. Large markets have more viewers, thus they can charge more money for advertisers (who want to reach a lot of people). Smaller markets don’t generate as much revenue through advertising, so the salary they can pay their employees is lower.

Yet the job descriptions throughout the various newsrooms are remarkably consistent. A short overview of possible careers in newsrooms is as follows:

FUTURE OPPORTUNITIES IN NEWSROOMS

The job market for broadcast journalists is slightly improving, but salaries remain stagnant. Benefits in the fields of major medical and prescription drug coverage showed a slight drop across the board.

WEB LINK: The Bureau of Labor Statistics, located at bls.gov, provides job data for all fields. Check the “Media and Communication Occupations” section for the latest in broadcast journalism statistics.

FAST FACT: The Bureau of Labor Statistics shows that employers in newsrooms prefer to hire reporters, producers, and videographers who have Bachelor’s degrees.

FIGURE 17.4 Maxin Blinkov/Shutterstock.com

There is also a great deal of consolidation and cross-training occurring within newsrooms nation-wide. Reporters in smaller markets are expected to act as “one-man bands,” shooting and editing their own stories. Radio news casters often operate alone and provide news-casts for multiple stations under the same owner. Assignment editors and producers are updating their skillsets by using social media to both locate news and to deliver the stories.

WHAT YOU WILL NEED TO KNOW TO LAND A JOB

There is an interesting motto about finding a job that is often repeated to anyone looking for employment; “It’s not what you know, it’s who you know.” While it certainly is a catchy expression, the underlying problem is that it’s simply wrong. In reality, the important thing is not “who you know.” It’s “who knows you.” More to the point, not only do they know you, they also know the skills you bring.

Let’s quickly revisit the preceding list of job opportunities in newsrooms. This time, we will add a brief checklist of the skillset you need for each job. The list of skills is not inclusive, but it’s a basic overview of what’s required for the position. Also, the list does not address the typical attributes of collegiality, punctuality, or the other personality traits that define professionalism. At this point, those are expected.

In addition to the above duties, other specific skills have been detailed throughout this text. Reporters should know how to file a Freedom of Information Act request. Videographers should be fluent in nonlinear editing on a system such as Adobe Premiere or Avid; if you learned one platform in college, the skills are largely transferrable from one protocol to another. Producers are expected to know how to use software, like the Ross Inception News System, to stack a newscast. Directors must be able to display a mastery of video switching, so they can use a switching board from a company like the NewTek TriCaster series without hesitation. Many of these skills you will witness in your collegiate broadcast journalism courses and at internships.

Another critical factor is networking. Bobby Brunelle, a freelance videographer in Atlanta, says that social media is a great way to stay in contact and for people to realize that they could use you for their next project. He also notes:

Name—Camille Ralston

Job Title—Owner and Videographer

Employer and Website—Camille Ralston Videography; www.camilleralstonvideography.com

Social Media Outlets I Use—Facebook, Instagram, Twitter

Typical Daily Duties— Running my own business has been such an adventure! My daily duties include bookkeeping, booking weddings and events, providing creative development for clients, pre- and post-production work for weddings and events, updating my website and social media platforms, and pushing my brand to further build my client base.

FIGURE 17.5 wellphoto/Shutterstock.com

It is extremely important to network. I had a shoot for BET last night that was a two-camera crew (I was camera A) and an audio tech. I have not worked with either but gave everyone my contact info and I guarantee it will not be the last time I work with them. I constantly network and it is how I stay busy. As a freelancer, every day you don’t work is a day you don’t get paid. I urge you to never burn bridges, even if they are a terrible human being and you hated every moment working with them. People reach out all the time looking for work and a lot of the time if they can’t do the work themselves they will refer a name. If you burn a bridge, that name will never be you.

Finally, former CNN Intern Camille Ralston is a prime example of someone with a news background who parlayed those skills into a successful inde pendent video production company. The lesson she illustrates is that you can be successful in this highly competitive field if you take the initiative, saying:

The “real world” is fun. It’s scary and fast paced and sometimes incredibly stressful, but it’s exhilarating! Internships are a way to get an insider’s look at your profession before you actually get there. You have the time and space to be curious, ask questions, make mistakes . . . and maybe even realize your true passions.

If you work with an incredible team like I did, you will learn more than you think your brain can withstand and end up in situations that seem like a dream. My piece of advice to anyone considering an internship is to always take the elevator. My first week of work at CNN, I nervously took the elevator with a legendary broadcast journalist. I told him my name and asked to shadow his work whenever he had time.

This brief moment of courage and boldness led to me shadowing him writing scripts, going on air, and preparing new media for live broadcasts. Internships are wonderful opportunities, but they are what you make them. Be bold, work hard, and trust that you have something that only you can offer.

The next (and final) chapter will take you through the mechanics of what you physically need for a job portfolio, including the cover letter, resume, demo reel, and other materials you can gather while in school. The best possible outcome is that you present yourself professionally, excel in the interview process, and start your career in broadcast journalism as soon as possible. To do that, you need to network, produce good news pieces, and show others the abilities that you can bring to their newsroom.

Remember, it’s not who you know. It’s who knows you.

SUMMARY

Broadcast journalism is a unique industry that impacts viewers’ lives on a daily basis. The high level of media consumption in this country reveals how interconnected the average American is with television programming. Because of this, employment is expected to remain viable for the foreseeable future.

Obtaining these jobs, of course, is becoming more competitive. To be on the forefront, you must learn skills that will retain both the historic underpinnings of journalism while embracing the digital technology. Stories with attribution must be posted on Facebook. Hard-hitting interviews must be streamed online. Tips for investigative stories that arrive on Twitter must be thoroughly vetted. And all of this must be second nature to journalists in this digital age.

The best part for any broadcast journalist is knowing that your stories are no longer restricted to a single airing at 6pm. Instead, your story has new life online, where digital recording and transmission allows your images and words to be seen by literally billions of people around the entire globe. For anyone in news, the privilege of sending your story to such a massive audience was unheard of in previous generations. But for broadcast journalists of today and tomorrow, there can be no higher honor than to be entrusted with the opportunity to tell the news that shapes the world.