Q & A With KFWB Radio's Crys Quimby

Crys Quimby is News and Program Director at KFWB News 980 in Los Angeles. With more than 20 years as a broadcast journalist, Crys started in television as a reporter, weathercaster and anchor in Macon, Georgia and Wichita, Kansas, before joining CNN as an anchor and news writer. She also worked as a writer and editor at KNX 1070 in Los Angeles and at All News Station WBBM in Chicago. She was named News Director at KFWB News 980 in 1996, and promoted to News and Program Director in 2000.

Q: What is the best way for PIOs to pitch stories about programs & services to KFWB?

KFWB's all news format means we are looking for events and interview opportunities that are hard-news oriented. We are able to do the occasional weekend feature stories but we're more interested in talking with newsmakers who can provide details on news events of the day. Pitches which come in response to such news are more likely to be successful, but they must be made quickly. In some cases, afternoon is too late for a story that has been running all morning. And it's almost certain we will not need a newsmaker today on an event from yesterday. If something's going on in your city that warrants news coverage, the best bet is to call the newsroom and ask for the News Director, the Assistant News Director or the Editor. Email also is an effective way to reach us for stories that are not "breaking" news. And if you pitch someone for an interview, make sure that person is readily available (usually by phone is sufficient) and well-versed on the topic.

Q: If news breaks in a local community, what do you look for in terms of information from PIOs?

First and foremost: PIOs need to be available--the sooner the better for radio which is under constant deadline. And it's good if they prioritize: television usually is preparing a story to run in the evening newscast, often hours away; newspaper deadlines are well into the evening; but if it's a big story, radio needs it NOW. PIOs should have details of the event in question and the authority to discuss the issue - or they should have quick and cooperative access to a city official or other person who can answer questions.

Q: Radio is an important outlet for news and information, especially in Los Angeles. How would you summarize radio's role in informing and educating the public?

News Radio is without a doubt the fastest and most immediate way of giving and receiving information. We don't have to wait for ANYTHING. We will break into the news for the news, so to speak. If something big happens, we will drop everything to concentrate on that event and get the information to our listeners right away...often while events are still unfolding.

Q: How has radio news changed in the past decade, and where do you see the industry in 10 years?

In big cities, like Los Angeles, radio news really has not changed much in the past decade. However more and more small and medium market radio stations are cutting back or eliminating their news departments. The biggest concern looking ahead a decade is that the editors, reporters, writers, producers and other journalists who would be getting their experience now in those smaller markets, have much less opportunity to do so under the current scenario.

Q: What makes covering news in Los Angeles unique?

KFWB covers news around the world, but we focus on Los Angeles and Orange Counties. We face a local challenge other markets don't experience and that's the mere geographical size of the local market. With many miles to cover, complicated by traffic congestion, just getting from story to story is sometimes the most difficult part of covering the news!

Q: What's your bottom-line advice to PIOs in providing information to KFWB?

Make every pitch count. Better to pitch a few and have them considered than throw everything against the wall and see what sticks. The worst thing that can happen is your email is deleted unread or your news release is unopened because we're used to getting pitches from you which don't fit the bill. Forget the flowery writing ... get to the point quickly. Don't send the same pitch over and over. If we can use it, we'll be in touch. And if we do call you back - be prepared to make it happen for us as quickly and painlessly as possible.

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