It was 110 degrees in Palm Springs as broadcast journalists gathered to discuss TV storytelling. The daylong seminar on Sept. 26 was organized by the Associated Press TV-Radio Association and drew a lively group of speakers, panelists and broadcasters striving to grow their skills and careers.

Wayne Freedman of KGO-TV shares his storytelling techniques with APTRA seminar participants.

Wayne Freedman, author of “It Takes More than Good Looks to Succeed in TV News,” showed examples of his acclaimed reporting for KGO-TV in San Francisco. Panel members representing KABC-TV and KCCBS/KCAL-TV in Los Angeles, as well as KUSI in San Diego, discussed story selection and presentation from both the management and reporters’ vantage points. Or, as KABC’s Sid Garcia put it, the contrast between the “outside” cats and the “inside” cats.

Discussing talent performance over lunch in Palm Springs.

I want to thank APTRA’s Henry Mulak and KESQ’s Natalie Brunell for inviting me to discuss talent performance issues. When talk turned to the role of social media in breaking news, the discussion got almost as heated as the weather. Verifying tweets and telling the real story behind a viral video are issues that would not have been on the agenda years ago. Click on APTRA to find out about future seminars and networking opportunities.

AP’s Henry Mulak introduces speakers on the management/reporting panel:MMJ Greg Lee and assignment manager Irwin Brown of KABC, KUSI news director Steve Cohen,  as well as Executive Producer Jennifer Pierce and reporter Crystal Cruz of KCBS/KCAL