3) What are the biggest challenges you've faced as a journalist?
The biggest challenge I've experienced as a journalist (person- ally) is staying objective. I am not a stand in the sidelines type of person. I always take a stand. That's not to say that I am not fair and accurate (as a journalist), but I disagree with journalists who say they are objective. It is impossible to do so. In fact, only when you realize your own experiences and beliefs dictate you decision making can you strive to be objective. I always surround myself with people different from myself, discuss/debate a story and find the center.
6) What advice do you have for someone pitching you a story idea? What should they do and not do?
Do your homework and develop relationships with journalists. Mass mailings (hard copy, fax or electronically) do not work. When a PR person does that they are fishing - casting a wide net in the hopes of catching some/any media company. When you research media and understand what they're trying to achieve....you can then tailor your client to what specifically meets their needs (and some- times that means understanding that certain clients will not fit the bill). Media is a very social industry. PR professionals need to learn who the decision makers are and conduct "meet and greet", exploratory meetings to get to know one another. Once you know the person -- mailings (communications) are personal based on an established relationship.
7) How can someone in PR develop a relationship with you?
I am easy to find (Facebook, LinkedIn, my own blog:
hbalta.blogspot.com/ ). If you don't know me, it's because you don't want to :)
8) Do you use social media in your work? Does it ben- efit you?
4) What made you make the switch from news to sports? Prior to ESPN you were the managing editor at WCBS-TV in New York.
I am still very much a part of news as proven by the stories we (ESPN) have covered in recent weeks (allegations of child abuse at Penn State University and Syracuse University, the plane accident tragedy at Oklahoma State). I am still a storyteller - looking for unique important stories inside and outside the playing field. Sports is among the most popular forms of specialty content. It's universal; it doesn't matter the gender, household income and ethnicity - every- one can wrap their arms around their favorite sport and team. ESPN is the most respected sports media company domestically and internationally. I was grateful to be invited to interview for a leadership position. I am proud to have been accepted.
5) Do you have a most memorable moment--maybe an unforgettable story you've covered?
There will never be a story like the 9-11 attacks (for me) and I seldom discuss what I saw and felt that day. Other than that horri- ble day -- my most memorable moments are when viewers called the news station (Telemundo 47) for more information after a story that they had just watched. When a person takes the time to find the tele- phone number to reach you, you know you have inspired them to make a change, take control of a situation.
I use social media respectfully and carefully. Social media is an awesome tool to gather information, contact/interact with viewers/colleagues and distribute content. It is a daily part of my professional and personal life.
9) What tips would you provide to someone who's just starting a career in the television industry?
There's no magic wand to help you get your dream job. All your goals and dreams can be achieved if you strategically map out the road to your short term and long term goals. The long term goal is the "dream job", the short term goal are the jobs/experiences to help you get there. Invest in a mentor who will help you design a plan for you -- and who will counsel and guide you along the way.
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