Week 7: The Pathos of Promotions in the WAVY web

If there is anything that I’m accomplishing in this internship, its determining how my English major can be helpful in every position.

It is common knowledge that any team cannot function with the efforts of only one person. Everyone needs to collaborate in order to create a product worthy of viewer interest. Interning at the web desk, I’ve learned this lesson in small doses. Reporters, anchors, IT, production and more stop by the web desk every now and again with questions or tips that make the station flow more smoothly. There are checks and double checks for even the highest directors.

I managed to weave my way through the carefully sown web of WAVY-TV 10 and found myself in Promotions.

I’d already worked three separate events outside of the studio, but I still hadn’t gotten a feel of what promotions was and their role in keeping WAVY afloat.

Kristen, the creative services director, explained to me how commercials need to be placed in the right timeslot for the best viewer turnout. The length and the time that the ad airs on TV can shift viewer interest and ratings.

There also comes the importance of paid social media promotional ads. Facebook, for example, gives the user free reign to adjust the ad to their liking. The difficulty lies in choosing the correct wording for the headline and excerpt so that the viewer has an idea of the content.

The target audience needs to be taken into account, as well as the intended location. When all parameters have been covered, the ad is posted and the public has access to it.

Creativity and knowledge of social media and the general community is necessary to successfully carry this out.

My skills as a writer are also beneficially when wording the ad to attract viewers.

Promotions releases the content that gets the channel viewers and grabs their attention for a story that the reporters are working on.

There is a right and wrong way to do this.

Promotions must cater to the appeals of rhetoric for their audience, persuading the onlooker to click and tune in. Persuasion is not a bad thing when positively implemented. Rhetoric in the media can be a bad thing and the reputation is taken down because the idea of rhetoric and language is abused.

With this, bias should not be hinted in the ads. Promotions cannot give off the impression that they are manipulating the viewers. The job is all the more difficult because this is easy to do by mistake. Proper use of language will avoid unnecessary conflict and a damaging image of the station. Hence, the professionals who are currently in promotions, from the writers, photographers, and director, are needed. 

These facts go for writers who are posting articles as well, but promotions suffers the brunt of the blow because that headline and subtext are the first things that a reader sees. It sets the first impression and they will judge the rest of the article, post, or report based on those initial words.

So we choose carefully, sewing together no more than 50 words of summary.

It appears simple, but promotions is an art. Anyone can do it, but doing it right takes time and concentration. It’s an intricate detail that helps WAVY the most watched, most trusted, news station in Hampton Roads.

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