10 Questions with ... Steve Gregory

BRIEF CAREER SYNOPSIS:

Steve Gregory is a national correspondent for iHeartMedia and is based at KFI-AM in Los Angeles. Steve was in New Orleans just hours after Hurricane Katrina, was in the middle of riots in Ferguson, MO, and has been on the front lines of numerous wildfires in Arizona and California. He was also sent to the scene of a 7.0 Earthquake in Anchorage, Alaska. Steve also covers immigration and has been in Tijuana when caravans from Central America arrived to enter the US.

Steve's investigative stories have resulted in the demotion of a deputy chief in the Phoenix Police Department; forced change on how the state deals with medical vendors within the Arizona State Corrections system; sped up the public confession of a serial killer in San Diego and exposed a mold poisoning problem at an elementary school in Los Angeles County.

Steve is also very passionate about his work in teaching media relations to first responders. He is the first working journalist in California to become a POST-certified (Peace Officer Standards and Training) instructor for law enforcement. He has since become a nationally-certified instructor and teaches media relations and crisis communications to law enforcement throughout the United States. Steve has won seven Edward R. Murrow Awards and dozens of Golden Mike Awards.

Steve began his broadcast career in the late 80's doing 'goofy' radio bits for the brother of a friend on an FM radio show. From there, Steve was hooked on radio. It was by accident that he was thrown into doing news and traffic on a country radio station in Southern Colorado. That would be his first taste of news radio....the rest, as they say, is history.

1. You came into radio with an unusual background in public television and media relations (and a music degree). What led to you getting into radio news? How did you make that transition, and was it always in your plans?

Radio was an accident. I wanted to be a symphony conductor. But, then I settled on a high school music teacher. Eventually, after doing bits with a buddy's brother on an FM station, I realized radio was my calling.

2. Of all the stories you've covered, what was the most memorable for you and why?

That's a tough one. I'd say Hurricane Katrina was a real eye-opener -- there was no police force in charge; it was chaos. My colleague and I spotted a body and alerted authorities. It was the most disturbing story, but one of the most rewarding.

Being at the US/Mexico border when hundreds of people showed up to seek asylum was very interesting.... The investigative pieces I've done that have helped bring about positive change. I really get a thrill out of using radio for good. Oh, and being shot at along the US/Mexico border, and being knocked to the pavement by members of the Nation of Islam is on the top of the list as well.

3. Your experience as an investigative reporter is unusual for commercial radio in 2020. What do you think the outlook is for your kind of radio reporting, in which you've exposed wrongdoing and served as an embedded reporter in the middle of critical stories? Do you think this kind of news reporting on a local level will increase with the move of the business towards podcasting (after all, true crime and in depth reporting seems to work for public radio)?

That's a great question. KFI's management team and the talk show hosts have been very supportive. They want more investigative content. They see the value. But, the reality is we have to balance the time spent on such endeavors with the reality of getting stories on the air. I don't know how others are handling the investigative piece, but I do know that my managers at KFI work very hard to make sure I get the time and resources to invest in a compelling story. As more and more stations seem to be shying away from investing in investigative content I'm happy to see podcasts taking the time to do more in-depth pieces. And, since there seems to be a new trend of using podcasts as radio content... I'm all for it. But, I do get a chuckle out of all this hype over podcasts. I mean, come on, haven't most of us radio vets been doing this type of content for years?

4. In the years since you started in radio news, how has the job changed? What do you have to do now that wasn't the case back then? What skills have you had to acquire along the way to keep up?

Tech, tech, tech.... it's all about new technology. That's been driving a lot of what I do, and how I do it. I remember carrying a roll of quarters in the glove compartment so I could file audio from payphones. Management knew it would take some time for me to prep and file.... now, with apps, broadband and digital recording devices, I'm expected to file much faster. Plus, the 24 hour news cycle demands that I file faster. I've had to learn more about cellular latency, wireless interference, and bit rate. But, I embrace the new tech. At least I don't have to carry around my old Marantz PMD-222 with D cell batteries.

5. You do a lot of work advising police and fire departments on media relations. What's the most critical thing public officials should know about dealing with the press? And what does the news media need to know first when dealing with public officials?

First off, we have a job to do. Yes, we can be annoying, but we have an obligation to inform our audience about the incident. And, it's up to us to determine if it's newsworthy. Don't insult our intelligence by hijacking a live press conference -- your popularity won't go up if you're thanking everyone for doing their jobs.

For my friends in news media, you're not above the law and you should simply cover the story, not BE the story. Hold officials accountable -- but, do it with respect and forethought. I've seen too many reporters ruin their reputations and credibility because they act like they're entitled to something. Remember, most of the time we're a guest, not the featured attraction.

6. You also have been working in the area of branded-content podcasts, which is, of course, a hot category of the medium into which a lot of companies are jumping. What appeals to you about doing branded content, and what's one thing businesses need to know before putting their name and resources behind a podcast?

I love using my skills as an audio storyteller to help brands promote their product, client or service. I helped a major airline develop their first podcast. They had no idea what to expect. But, when I had them close their eyes and listen to the first episode they were hooked.

For businesses considering a podcast... think it through. Podcasts may not work for every situation. I like to help clients use sound to propel the listener to another place or space. And, just because a microphone and some software are available on Amazon doesn't make you a podcast professional. There's an art to producing a great podcast -- the writing, the delivery, the use of sound. Basically, a long-form radio feature.... always go to a pro.

7. Who are your influences, mentors, and/or inspirations in the business?

As corny as it may sound, Murrow has been a huge inspiration. His live broadcasts during World War 2 are amazing. He painted a word picture like no one. I'm also a big fan of Brett Burkhart from KGO and Mike Sugarman from WCBS. I found myself competing with these guys constantly. Their use of sound and writing was so inspiring. Lately, I've become a fan of some specific NPR folks who do great work in the field. And, my boss, Chris Little. He's my news director, but his work as a field reporter was pretty good so I know he knows how stories should sound. Keeps me on my toes. Hosts like Barry Young, Bill Handel, and Tim Conway, Jr. have always been influences because of their innate sense of pulling off Theater of the Mind.

8. Of what are you most proud?

Anytime I get feedback from someone who was moved by a piece I produced, even if it pissed them off. I understand that we in the media wield a lot of power, and I don't take it lightly. I always try to use my radio powers for good.

9. Fill in the blank: I can't make it through the day without __________.

...Diet Coke.

10. What's the most important lesson you've learned in your career?

Balance! Yes, you are on the scene of some gnarly stuff and yes, the demands on your time are brutal... but, figure out a way to enjoy a good book, great wine (or whiskey), good friends and put it all into perspective.