Name: Shally Zomorodi

Title: Anchor/Reporter

Outlet: KSWB-TV Fox 5 San Diego

Phone: 858-245-6537

E-mail: szomorodi@tribune.com

Twitter: @shallyfox5

Facebook: ShallyZomorodi

What kinds of stories or interviews are you looking for?

Our job is to tell stories. But what sets us apart is when we get a chance to tell a story that no one else knows. I am always looking for unique stories or stories that help people.

What are some top trends you’re seeing within your industry beat? What do you predict for 2010?

We see a lot of stories focusing on how consumers can save money. I anticipate the trend to continue for 2010.

Do you use social networking professionally or personally? How do you feel about being contacted by PR pros with an idea through your social networks?

I use social networking sites both socially and professionally. I personally do not mind being contacted through the sites but I would not want to speak on behalf of all media professionals.

What recommendations do you have for PR professionals? What do you like and what turns you off?

My biggest recommendation for PR professionals is to pitch good stories. Sometimes the pitches that come through have no value to a viewer but rather is a full blown commercial. Try to provide a viewer benefit. How can we tease this story? Look at your pitches from a television producers angle rather than a PR professional.

What do you predict is the future of news distribution and consumption?

As we move into the digital age, more people will continue to rely on the internet and social networking sites. Local news, in my opinion, will always exist but how they survive will be based on their adaptability to the digital world.

Shally Zomorodi anchors the FOX 5 Morning News at 4:30 a.m. and then loves to spice things up a bit as she reports on fashion, food, entertainment, local politics, and the hottest San Diego trends.

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