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Interning at CBS BostonPromotions and Sales at WBZ NewsRadio
•WBZ is an AM radio station in inBoston owned by CBS Radio•WBZ was the first commercial radiostation in the United States•The station has long been one of thehighest-rated stations in the Bostonarea, and covers much of theeastern United States with its 50,000-watt clear-channel signal
WBZ currently runs news, traffic and weather throughout the day At night it features a talk radio format with hosts including Dan Rea, Steve LeVeille, and Jordan Rich
The Promotions Department Help achieve station strategic marketing goals and objectives of the station Develop and execute news topics and event series Maintain station image and think of ways to increase brand awareness and sales Communicate effectively with the media, community groups, and the public Coordinate with PR so they can put together publicity elements of special events and broadcasts including telethons, network and syndication talent
Who can intern at CBS Boston? Internships at CBS Boston are offered to college sophomores, juniors and seniors, as well as graduate students who are interested in a career in broadcasting Typically participants major in communications or journalism, but broadcasting is comprehensive enough to interest students who major in English, History, Political Science, Fine Arts, Marketing, and Computer Science
What I do… Work with account executives to plan weekly radio contests and manage contest prize distribution Regulate contact/contest-winner database to maintain client and listener relationships and records. Update weekly spreadsheets with upcoming contests and alert sales team if a contest slot is open Write and edit copy that is read on-air and contribute to weekly internal newsletter Assist the Sales and Promotion Departments with the creation, development and execution of promotion campaigns for radio advertisers Contribute to weekly internal newsletter to showcase what our department has been doing in the community Assist in planning station events and community outreach efforts Attend weekly sales meetings and assist in developing new ways to create revenue
The significance of what I do Situation Write and edit copy that is read on-air Action Satisfy client needs by working directly with account executives to produce creative copy for our on-air giveaways Results Pleased advertisers and clients of CBS by writing copy that clearly communicates the message of what the client wanted to get across to their target audience Produced on air copy that increased press coverage on their upcoming events and increased ticket sales
The significance of what I do Situation Manage contest prize distribution Action Provide exceptional customer service and build lasting relationships with our audience. Go a step further in customer service by calling all the winners directly to congratulate them on their prize and thank them for listing to WBZ Results Increase brand loyalty by providing memorable customer service contributing to the strength of WBZ as a station and our consistent high ratings throughout the region. High ratings create value for advertisers and therefore lead to generating more revenue
The significance of what I do Situation Help plan and execute station events Action Help choose the topic of the business breakfast (the trending theme of social media to garner interest of small business owners in Boston region) Researched potential panelists, businesses to invite and competition Sent out special invitations to targeted guests Results Increased brand awareness by successfully producing a large scale event for CBS. Gained media coverage on boston.com and cbs local pages Generated conversations on twitter live from the event
Controversy in the newsroom… In the news… Earthquake Gaddafi’s death Behind the scenes… Making Q4 sales goals Events Happy listeners Angry listeners Is radio dying?
Key things I have learned at BZ How departments work together to develop and produce news stories How sales teams generate new leads, put together sales pitches and create new ways to generate revenue How sales teams build and maintain client relationships Database entry and organization is essential to maintain client relationships How large scale events are successfully put together The importance of being attentive to detail