From The Sip Trunking Experts

TMCNet:  Former News10 staffers go from reporting news to shaping it [The Sacramento Bee, Calif.]

[June 20, 2010]

Former News10 staffers go from reporting news to shaping it [The Sacramento Bee, Calif.]

(Sacramento Bee (CA) Via Acquire Media NewsEdge) Jun. 20--Under the Capitol dome and in offices around town, people who recently left TV reporting jobs in Sacramento now shape the news behind the scenes.

Channel 10 (KXTV), in particular, has experienced major turnover in veteran on-air staff over the past two years. Unlike departing journalists from other stations, who have mostly stayed in the business and moved to other markets, many of these News10 alums remain in town, working for politicians, state agencies and public relations firms.

Marcey Brightwell, political reporter for seven years on KXTV, is one of them.

In January 2009, she moved from News10 to the Sacramento office of Grayling, the international public relations giant. Using her multimedia skills and long list of Capitol insider contacts, she formed the strategic communications division of the local office.

Or as she sees it: "I spent 20 years telling my stories. Now, I'm having a lot of fun helping other people tell their stories." Besides Brightwell, the list of recently departed News10 personnel who remain in the area includes Dana Howard (reporter/weekend anchor 1992-2010, now with the California Environmental Protection Agency); Deborah Hoffman (reporter 1995-2009, now communications director for state Sen. Fran Pavley, D-Agoura Hills), Alicia Malaby (reporter/weekend anchor 1999-2010, now communications director of the California Dental Association); and Mark Hedlund (reporter 1981-2009, now a communications official with the state Senate Majority Caucus).

In addition, Elissa Lynn, former chief meteorologist for News10, left the station after 10 years in 2006 to take a job with the California Department of Water Resources.

Brightwell said she routinely runs into ex-News10 colleagues in her current job. About her departure from KXTV, she said: "I had an opportunity too good to pass up. -- I wanted a new challenge." Her client list includes TechAmerica, billed as the nation's largest high-tech trade association; the Beverage Container Recycling Coalition; and several organizations that advocate for Californians with developmental disabilities.

Brightwell says she helps them get their message out through the Internet, social media, print outlets and video production.

Some clients are multimedia-savvy. Others are new to the game.

"Social media is a new experience for some. -- There are so many new ways of communicating, so that's part of the challenge for getting the message across," she said. "I can tell you this: The competition for attention has never been greater." While Brightwell is applying modern multimedia/social media communication skills in her job, former News10 reporter Hoffman said her work in Pavley's office writing newsletters and news releases required her to "relearn writing in print style, instead of broadcast style." Her television experience helped, though, when it came to boiling down complicated issues into relatively few words.

Yet live news conferences, which Hoffman covered by the score as a TV reporter, presented challenges.

"It's one thing to show up for a press conference and to criticize it, and another thing to actually set one up," Hoffman said. "You worry about getting all the details right, and whether you've done all you can to spark interest in it.

"It's a huge advantage to know what kind of visuals the (TV) newspeople are going to want when you're doing that." Hedlund, now a media consultant with the state Senate Majority Caucus, said he had an advantage coming into his new job last year after 28 years reporting for News10.

"I started in radio and had some print experience," he said.

Still, his TV experience remains key. He helps set up news conferences and also distributes audio and video shot by his in-house crew to various media outlets.

Hedlund said he misses longtime local news media colleagues, but adds: "I was definitely ready for this change. I think it's rare to find anyone who does something for three decades who isn't ready for some new challenges." And there are some aspects of TV news reporting that Hedlund was glad to leave behind: "I certainly don't miss those middle-of-the-night call-outs, 6 a.m. phone calls and blizzards in the Sierra." ------ Call The Bee's Mark Glover, (916) 321-1184.

To see more of The Sacramento Bee, or to subscribe to the newspaper, go to

Copyright (c) 2010, The Sacramento Bee, Calif.

Distributed by McClatchy-Tribune Information Services.

For reprints, email, call 800-374-7985 or 847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.

[ Back To SIP Trunking Home's Homepage ]

Subscribe here for your FREE
SIP TRUNKING enewslettter.

Featured Partner

Featured Whitepapers

SIP Security for the Enterprise
Voice over IP (VoIP) is incorporated into a variety of computer networks, both public and private, and used for everyday transactions and communications among carriers, businesses, government agencies...

Making A Broadband Purchase Decision
Businesses today have many options for broadband connectivity. Clarifying your particular business needs prior to selecting a broadband provider will ensure an optimal match of broadband service to your requirements.

Voice-Optimized Network Delivers Premier Call Experience
Customers equate call quality with business quality. Real-time communication, interpersonal interaction, and the cordial tone of a call center representative can create a positive impression of your business that no email can match.

Featured Case Studies

Business Telecom Expenses Reduced 50%
A small to medium sized company in the midwest was interested in migrating to IP Communications, but in today's economy, they were hesitant to upgrade their communication system due to their perception that the cost would outweigh the benefits.

Multi-State Company Cuts Telecom Costs 50%
A multi-site, multi-state company with extensive monthly long distance fees and toll-free charges did not have adequate broadband for Broadvox SIP Trunking requirements, nor did they have a SIP enabled telephone system.

Discover Leisure Connects Remote Users to its IP-PBX
Discover Leisure is one of the largest resellers of caravans and motor homes in the UK. With 15 branch of?ces all over the country, the company spent a great deal of money every month just on internal phone calls.

Featured eBOOKS

Internet+: The Way Toward Global Unified Communication
Connecting the telephony of the enterprise PBX or Unified Communications (UC) system using SIP trunks instead of conventional telephone lines has been very successful in recent years.

What is SIP Trunking? Edition 2
SIP trunking is becoming more of a focus for service providers. One key issue many service providers face when deploying SIP trunks is NAT, or Network Address Translation, traversal.

What is SIP Trunking? Edition 1
A vast resource for information about all things SIP - including SIP, security, VoIP, SIP trunking and Unified Communications.

Featured Videos

Broadvox VAR Testimonial VAR 1:
Part 1 of the VAR (Value Added Reseller) Partner Program Testimonials for Broadvox...

E-SBCs AS The Demarcation Point:
Ingate's Steve Johnson talks to Erik Linask about the role session border controller plays as the demarcation point at...

Demystifying DPI
How can deep packet inspection protect your SIP traffic as well as your entire network?

Featured Resources

Partner Program Overview:
Over 4,000 VARs, Master Agents, Solution Providers, and Independent IT Professionals trust Broadvox. We offer customized services and solutions to fit seamlessly into any company's business model. And when you partner with Broadvox, every member of our team stands behind you and your customers 100%...

SIP Trunk UC Summit

What's New

Presenting the New Ingate/Intertex Website:
Internet+ is an extended Internet access allowing high quality SIP (Session Initiation Protocol) based real-time person-to-person communication, everywhere and for any application. It applies to both fixed and mobile networks ...

Featured Blogs

Featured Webinars

Secure SIP Trunking:
What You Need to Know

Successfully Deploying Enterprise SIP Trunking:
Tools and Techniques for Overcoming Common Roadblocks

Featured Podcasts

Getting the Most Out of Your SIP Trunks:
Ingate's Steve Johnson and TMC's Erik Linask discuss how best practices forgetting the most out of SIP Trunking services and common pitfalls to avoid.

Featured Datasheets

Ingate SIParator E-SBCs
Adopting SIP is a simple process with the Ingate SIParator, the secure enterprise session border controller (E-SBC). The SIParator makes secure SIP communications - including VoIP,SIP trunking and more - possible while working seamlessly with your existing network firewall.

Ingate Firewalls
Everyone is talking about enterprise usage of VoIP, instant messaging and other types of realtime communications including presence and conferencing.

SIP Trunk Solutions for Service Providers
The award-winning Ingate Firewall and Ingate SIParator deliver a high quality, reliable SIP trunk connection between the customer's IP-PBX and the service provider network, and solve interoperability issues to simplify deployments and support for remote diagnosis of reported issues.