Kyle McKinnon, senior producer for "Which Way LA?" and "To the Point" on KCRW-FM/Los Angeles, said PR pros must draw the line and tell their clients "no" on certain stories related to the terrorist attacks. "Holistic versions of Viagra just don't work, and lots of stuff gets tossed," he said. "It's up to [PR pros] to tell them ‘no'."

McKinnon told a crowd of PR pros at the "Meet the Media Event" in Century City Oct. 16 that he has received e-mail pitches saying, "I know it is not the right time, but maybe in a month or so," adding that he has set aside a file to review at a later date.

McKinnon said "Which Way LA?" is divided into three segments. The first is about a news maker, the second is usually state and regional issues, and the third is called "reporters notebook," and includes people and listeners who present ideas, usually tied to the news. Warren Olney is the show's host.

McKinnon only wants e-mail pitches. They can be sent to kyle.mckinnon@kcrw.org.

Ed Pyle, executive news producer, KNX 1070, an all-news station, suggested avenues for the PR pros at the Burson-Marsteller/On the Scene Productions event to pitch, which may not interest typical news editors.

He said "The Business Hour," which airs at 1 p.m., and "The Tech Hour" at 2 p.m. with Bob McCormack, "might be perfect" for the company business pitch.

Pyle, a 16-year veteran at KNX, said Tom Hatton's entertainment segment is a good place for pitches about Hollywood.

He noted that KNX does not do long format news, typically airing three- to five-minute interviews related to breaking news and features.

Pyle said the media is headed into "uncharted waters" and any more surprises could "start the engine" of coverage again.

If things cool down, he said, the station will look for a CPA to talk about tax saving tips close to April 15, and will be doing a Valentine's Day story, possibly with a cardiologist, in February.

The station gets about 500 faxes a day. "Don't be surprised if you call to learn we can't find your pitch," said Pyle.

Pyle said e-mail pitches can be sent to Ronnie Bradford, who makes all the news decisions, at rebradford@cbs.com. Pyle's e-mail is espyle@cbs.com. Faxes can be sent to 323/460-3275.

Jackie Oclaray, producer for "Airtalk with Larry Mantle," KPCC-FM, said PR pros should be familiar with the show they are pitching.

"Even if you only listen for five or ten minutes, you'll get a feel of how Larry [Mantle] interviews, or the type of guests we have on KPCC," she said.

Oclaray said the station's shows should be familiar to anyone who knows National Public Radio.

Breaking news and news events are at the top of "Airtalk with Larry Mantle," and the show's length depends on the amount of feedback or calls it receives.
She said by 10 a.m. the station will focus on lighter stories, after the morning discussions about "serious" news.

KPCC has editorial meetings every morning, and likes to have at least one to two-days' notice of story pitches.
"Film Week," a weekly series about new movies, DVDs and video reviews, is a good venue for entertainment publicists, said Oclaray.

"It is really important to know whom you're pitching," she said. "I really want to underscore that. Whether it is a broadcast outfit or a publication, don't go call in blind.

"You really make an impression when you know something about the people that work there," she added.

She added that she becomes frustrated with faxes or e-mail with her name misspelled. "It only takes one phone call to find out," she said. "How do I know their guest is going to show up if they can't even spell my name right."

Oclaray said another pet peeve of hers is "PR people who think they'll get their story on the air if they include a stuffed giraffe, or balloons.

"One year I received an automotive media kit, with slides, color, glossy photos and a CD-ROM. It must have cost a pretty penny, but it got me thinking, maybe I could have purchased my vehicle for a thousand dollars less if the automaker didn't spend so much on those kits," she told the PR audience.

Oclaray said the station gets hundreds of faxes and pitches, so PR pros should want their releases to "stand out."

"If you are sending things over, and you don't get a call back right away, it probably means we're not interested," she added.

Oclaray can be reached at joclaray@kpcc.org. Fax is 626/585-7916.