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Step 1
Determine whether a story would make a good consumer report for TV news. Consumer stories are about dollars and sense. That's sense with an "S." Common-sense stories make great consumer reports. Telling the story of someone who got ripped off because he didn't use common sense always works well. Stories about how to save dollars are also great. Any consumer story must have practical applications for the viewer.
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Step 2
Interview affected consumers. This should always be your first priority in a consumer story. The best way to make a point is to tell the story from the point of view of the person who went through the process. This can be someone who was cheated or someone who got a great deal. Viewers relate better to the experiences of another person than a narrative from a reporter.
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Step 3
Concentrate on visual elements. You must be able to show the viewer how to save money or avoid consumer rip-offs. It is not enough to just tell them how. When possible, have the people who are actually involved in the story demonstrate. When that is not possible, show plenty of shots of the consumer items or businesses. Use your own people to demonstrate the use of items in a generic way.
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Step 4
Put the consumer report into context. Viewers must be able to relate to your example. If you say the consumer will save a small amount of money with a regular purchase, tell people how much that will add up to in a month or year. They may be more willing to take action if they know that.
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Step 5
Show consumers how to benefit from the knowledge you just gave them. Make your consumer advice user-friendly. Show graphics to reinforce points and list telephone numbers and websites. It is always useful to refer viewers to your station website and list all the information there. It reduces the number of calls you get asking you to repeat the information.
