Live by the day file, die by the day file. When all we do is cover what shows up in the mail, we look the same as the other stations. Which gives us no control of our destiny, let alone our shows.

Everyone enterprises every day. Original content is how we differentiate ourselves from the competition and our shows from each other. It’s what we focus on topically. Original content is the daily measure of any news organization.

Redundancy kills. Too often, a fresh version means the same story, same interview, speaking the same point a different way. No wonder our viewers believe they only need to see us once in any 24 hour period to get what we’ve got.

News means now. Even experienced staffers occasionally take a snapshot of a news event and then stop the clock. Sure, the heist was this morning, but what’s the status of the manhunt right now?

You control content. If you and your EP don’t manage the reporters while they’re in the field, it’s pot luck at show time -- wrong story, wrong direction, wrong length.

Assignment Desk Top 10

1. Ensure that every story compels every show, every day. Does it have value? Immediacy? Is it worth watching?

2. When in doubt, go live. It forces immediacy and a certain focus in your reporters. And it buys you out of tons of logistical problems.

3. Positive news matters. Your customer’s life has balance. Your daily output of stories should reflect that (i.e., nevermind the driveby). Newsrooms naturally tend to put a negative spin on every story. Look for the upside. Hey, the cops caught that guy, that’s a good thing.

4. Manage yourself first. Place your pride in the product, not in the ideas. Share credit, excitement and drive. Be an enabler. You’re there to make sure they get the job done.

5. Be a cheerleader and they’ll follow suit. Collectively, you are a team, a family. If you are excited, pumped, positive, engaged and involved, your reporters will be too! It’s remarkably simple, and contagious.

6. Drive weather every day. Win weather and you win across the board. Lead, go live, sidebar, react, humanize, then forecast.

7. Think promotion first. Use your gut as a sounding board. If reporters can’t tease their stories, they likely don’t understand them. Solid promotional thinking and execution on your part delivers eyeballs to the rest of your content.

8. Produce from the desk (a.k.a. It’s the show, stupid). A full day and busy crews do not always equate to strong newscasts. Focus your story coverage based on your producers’ needs. The lead? Sidebars? Details for anchor tags and full screens? Support elevated story count to support comprehensive coverage.

9. Over-communicate. You and your reporters must be of one mind on where their stories are going, what format will tell them best, and why the viewer will care. If you identify a story as a VO/SOT when reporters leave the shop, they will come back with a VO/SOT.

10. Rule the day. Don’t let it rule you. Half your title is manager. Maintain a regimen and you maintain control. Stay free enough to stay in front of every development during the day. Anticipate problems and solve them immediately. Take no prisoners!

For more conversation about news content management, contact Dennis Kendall at dennis@coachingcompany.com.