INDUSTRY PROFILES
Alistair Wilkinson - Media
Q.
Give us a snapshot of your career to date and an overview of your current role?
I started on regional TV news back in the 90s… when everyone still carried Nokia phones. I spent the first half of my career in front of the camera, before pivoting into newsroom management. As Executive Producer of Seven Sharp I oversee all aspects of the show, from editorial direction to team management.
Q.
What are you looking for from PRs – and what kind of pitch would get an immediate response?
The best PRs have worked in TV journalism, so they really understand what we need to get a story over the line. We need real talking points that hit motivators for audience engagement, and the talent needs to be exclusive (not ‘TV exclusive’ or ‘7pm exclusive’). Really good stories usually get an immediate response.
Q.
Do you prefer email or phone pitches, and what is the best time of day/day of the week to catch you?
As EP I have a team of producers who assess pitches, which they bring to me at editorial meetings. The best time to pitch to the team is mid-morning. The longer the lead-in time the better.
Q.
During your career, what has your experience been like working with PRs?
As with any industry, there are some great operators and then there are the rest. Overall, I’ve seen a real decline in the quality of pitches lately - rookie mistakes like not identifying the angle, not scoping out the talent, not understanding our show.
Q.
Do you attend many media events and if so, what kind?
Nope. As much as I like a good event, family time usually wins out.
Q.
What do you love about your job?
Showcasing the best of New Zealand to such a large audience, and working with an exceptional team.
Q.
Describe a typical day:
I get up around 6am, do a quick scan of the headlines, walk the dogs, then sample the radio talking points on the drive to work. We start with an editorial meeting, then my day takes off in any number of directions, talking, organising, collaborating, coaching, writing, reading and watching before the show at 7pm.
Q.
If you weren't doing what you do now… what would you be doing?
Sitting at home, shouting at the TV.