Radio
635 Massachusetts Ave. N.W.
Washington, DC 20001
202/513-2000
http://www.npr.org/programs/totn
As the most listened to program in NPR's impressive talk lineup, "Talk of the Nation" is the stuff PR dreams are made of. The two-hour-long program, broadcast from 2:00 to 4:00
p.m. ET, is heard on 180 NPR stations across the country. It reaches 500,000 listeners per quarter hour, with cumulative listeners at about two million per week. Listeners are
typical of NPR's demographic: college-educated technology users in the mid- to high-middle income brackets. "Talk of the Nation" draws slightly more female listeners than other
programs whose audiences are primarily male-dominated. "We program off the front page of the paper, if possible," says Executive Producer Greg Allen, "on something happening
today in the public eye." The show provides a consumer-oriented spin on top news stories and offers listeners need-to-know implications of the latest headlines.
Content/Contacts
This show is typically split into two one-hour blocks, allowing in-depth coverage of two hot-button issues, with the top newsmaker up front. Expert sources (two to five voices
is ideal, Allen says) and feedback calls from listeners are key components of the show. Recent topics include Sen. James Jefford's GOP defection and the standardized testing
controversy in schools.
"Talk of the Nation" devotes its Friday coverage to science. Recent Science Fridays have included crime and the implications of DNA databases, the race to the moon, hybrid cars
and nuclear power.
While Allen is amenable to receiving pitches, it's often easier to catch one of the show's bookers:
Greg Allen, Executive Producer, 202/513-2713
Cece Fadope, Booker, 202/513-2000
Susan Lund, Booker, 202/513-2000
Setsuko Sato, Booker, 202/513-2000
Pitch Tips
Always tie your pitches to what's going on in the news that day. While Allen doesn't mind receiving a pitch on a new book or a CEO's latest internal programs, he likely won't
use that material. In general, he is interested in hot news stories, as well as stories that highlight how government policy intersects with consumer issues. He and other
producers look for balanced coverage, so pitch expert sources on both sides of any issue. Also, while the show often examines federal issues, producers are always looking for
sources outside Washington to weigh in.
NPR staffers prefer that their email addresses not be used for press releases or other direct-mail material. Instead, contact them by phone. Follow-up calls are welcome but
likely won't change the producers' minds, Allen warns.
Comments
"Generally, most of our engagements with PR people are pretty professional," Allen comments. "Sometimes I do get amused by someone who calls back repeatedly -- sometimes a
lack of response is an answer," he notes. Allen is inundated by pitches and only responds to those he can use. He particularly appreciates PR practitioners who have an eye for
future news and can look ahead and suggest sources for stories they know will be hot.
Be prepared for a tough sell with any proposal, however. As far as someone's pitch making the difference, Allen says, the most to hope for is an invitation to send it in for
further consideration. And that's only if you manage to pique Allen's interest.
In The Pipeline
"Talk of the Nation" is driven by daily news, so if your expert can dish on the Bush energy plan, you're in. Upcoming stories Allen predicts "Talk of the Nation" will cover
include the ongoing theatrics surrounding the McVeigh execution, gas prices as they relate to summer travel and airline travel. The show has already covered a fair amount of
material from the 2000 Census and it plans to continue that coverage by looking at specific groups - "something on the Muslim community being larger than the Jewish community,"
for example. Also in the works for summer coverage are special reports on blockbuster summer books and movies.