From On Air Anchor To Blockchain with Elsa Ramon
Posted by John Livesay in podcast0 comments
Episode Summary:
One of the keys to success is authenticity. You can’t fake that, and Elsa Ramon has it. She exudes authenticity and effervescent energy on camera. Until recently, Elsa was the weekend evening anchor for CBS in Los Angeles. She made the big decision to leave that industry and her successful career and go out and start getting involved in the world of blockchain and cryptocurrencies. From on air anchor to blockchain, Elsa shares how she made that big decision, what her future goals are, and how you can embrace new technology and still use your old skills in this new world that’s being disrupted every day. She also shares some secrets of what makes a good story.
Listen To The Episode Here
From On Air Anchor To Blockchain with Elsa Ramon
Our guest is Elsa Ramon. She was recently the weekend evening anchor for CBS in Los Angeles. She is a five-time Emmy Award nominee for her excellence in reporting and anchoring. She has worked as an anchor reporter in places like San Antonio, Phoenix, and Dallas in addition to LA. She got her first job on air in Palm Springs. She graduated from UC Irvine with a BA in English Literature. One of her other important accomplishment is she’s the mother of two children, Bella at fourteen and Zev who is five. Elsa, welcome to the show.
Thank you for having me. I love talking to you.
Your effervescent energy on camera, I’m fortunate enough to have had the chance to meet with you in person and it’s the same. One of the keys to your success is your authenticity. You can’t fake that. That is the key to one of your successes. The people that are reading to this are always interested in hearing people’s story of origin, their particular journey. You can jump in from when you were at UC Irvine or even go back further to when did you decide that you wanted to be on camera as an anchor?
It was when I was eleven years old. Before then, I thought I wanted to be a doctor. I thought that was a fascinating career. I was the person that naturally wanted to help people, so I thought being a doctor would be cool. We were living in Austin, Texas at the time. My dad is from Austin, my mom is from LA. We had moved back to Austin and been living there for a couple of years. The woman who lived out on the street, Martha Cerna, I did not know she was a producer for a kid’s television news show that aired on the NBC affiliate in Austin called Kids World. I always found excuses to try to ride my bike past his house, come over, or try to rally all the kids on the street to go play over at Jacob’s house because I had a crush on her son.
Apparently she saw something while we were always over there playing that made her ask my parents if I would be allowed to come down to the TV station and audition for the new season of Kids World. My parents thought about it because my dad didn’t want me to do it. He thought I would get tangled up in this world of on air, things that he hears through the tabloids and all that stuff. My dad’s a real pragmatic guy, Navy, old-school, old-fashioned. He didn’t like the idea of me being in that spotlight and that exposure. My mom was totally opposite and said, “You should let her do this.” Ultimately, my mom won out. I went down to the NBC affiliate in Austin, KXAN, and auditioned.
They had twelve spots open. They were going to get six kid anchors and six kid reporters. That audition day, there was a ton of kids in there. Long story short, I made the cut. I was at eleven years old, shooting stories with a producer and sitting in the editing process and voicing over the pieces that she wrote and going on air with it and fronting it as a reporter at eleven. That was it. I changed what I wanted to do from that point on.
[bctt tweet=”Secret to a great story is the people in it.” username=”John_Livesay”]
What a wonderful experience to find something you love and are good at, at such a young age, and then go from there. You’ve gone on to have such success, what do you think makes a good story? Whether you’re pitching to get a startup funded, pitching to get new clients to hire you or get customers for your business, storytelling is the key to that. Clearly to be a good reporter, and anchor, you know what a good story is. What do you look for when you’re deciding what stories to cover and how to make them memorable?
It comes down to the people who are in the story. You have a story. A lot of people might have the same story. It’s the people behind it that make all the difference. How have they learned from their story? How can we connect to them from what they’ve been through, what they experienced, and what they learned? How willing are they to let you in to learn? That’s the key. It’s vulnerability on both ends. It’s not just the person who is willing to sit down in front of the camera, take that leap and put their story out there. That takes a lot of courage, a lot of guts, and support. Whether it’s a good story, even a bad story, a story we learn from, they have to be vulnerable. They’re showing they are vulnerable by agreeing to be on camera with you and tell their story.
I never took that for granted because that takes a lot for people to make that decision. It takes vulnerability on my end too. I have to let the people know on the other end that they are being accepted and received and the trust that they’ve put in me, is not be taken for granted on my end either. I want them to know that I have the utmost respect and care for their feelings and their experiences because I’m human too. I have a story too, and there are a lot of things I can relate to as well. I want them to know that and feel that right away. It’s people. If you don’t have the people behind a pitch, a story, whatever it is to connect to and endear to, then I don’t think you have anything.
I love what you said. It could be the exact same story, but it’s the people that make it unique and compelling. I hear that from investors all the time that they’re investing in the team. Of course people, when they’re deciding who to buy or who to hire, they want to buy from people that they trust, like, and know. That’s what you’re gifted at, letting people get all that intimacy in a short amount of time in a segment. Would you share one of your favorite stories that you covered in your career? Whether it’s CBS or before?
I don’t know that this was my favorite. This was definitely not a favorite. It was a turning point, and extremely important in my career. I was at my first television job, my first on air job, I should say. It wasn’t my first TV job because before then I had spent about two years working as a production assistant and behind the scenes at KNBC in Los Angeles. I graduated from UC Irvine, I was an intern and I was lucky enough to be offered a position as a production assistant before I graduated from college. I had my foot in the door already. Production assistant ran scripts to the anchors and ran out and grabbed sound bites for the reporters. We were unpaid utility players. I was learning the ropes that way.
I did that behind the scenes before I got my first on-air job as an anchor reporter in Palm Springs in 1996. I had been at the job for a couple of months. Before then I was trying hard to learn the ropes. If you’re learning a sport, to play tennis or golf. When you’re first learning something, you’re concerned about the mechanics of it. Golf, head down, swing back, arms a certain way, stand a certain way and you’re so involved with the mechanics. That’s how I was at the beginning of my career on my first on-air job. I was concerned about the mechanics, the story, composition, beginning, middle, end, and best video first.
On Air Anchor To Blockchain: When you first are learning something, you’re concerned about the mechanics of it.
I was focused on that. I wasn’t seeing the bigger picture. I hadn’t learned yet that it was about the people, until there was this story of this woman who was coming into Palm Springs through the mountains on a motorcycle to come to a family reunion. She was a Harley rider and she was going to ride her motorcycle into Palm Springs to see the family. A lot of people cut through the mountain if they’re coming from Orange County, San Diego through to Palm Springs. She was on that mountainous trail and that mountainous road, she went off the side and was killed. She flew down about 500 feet or more. The family started to become concerned. They eventually found her, at first they became concerned. Where is she? She hasn’t shown up. She should be here by now. They couldn’t reach her.
We’d only had cell phones for a couple of years at that point and they couldn’t reach her on the cell phone. It started to become clear to them that something probably bad happened and they started retracing the steps, the path she would have taken. After calling the fire department, police, and everybody getting involved, they found her. They found the crash scene down 500 feet below. It was horrific. It was sad. It was a really hot summer day. The whole road was blocked off. Fire engines, paramedics, police officers, they were setting up a recovery effort to rappel down the mountain and recover her body. The whole family had come in from parts all over the country, they were all there on the side of the road.
The family reunion turned into this horrible tragedy and they were all there waiting for the fire department to bring up her body. They were all crying and bawling on the side of the road. It was terribly sad and so horrific and so heart-wrenching that I realized at that point that this is not about the mechanics of putting together a story. This is an entire family that’s been shattered by this tragedy. They were all in town for this wonderful time to reconnect with family members, to catch up with each other, take the pictures and talk about the time they had that great family reunion. Now, that was forever marked by her death.
The fact that they even talked to me while they were waiting on the side of the road through their tears, I was blown away that they gave me that trust and that honor in the middle of their tragedy. From that point on, I thought I will never take people’s pain or what they’d been through for granted. I hope to God people don’t have to go through something like this, but doing this for 21 years I’ve seen horrible things. I’ve also seen amazing things of the human spirit and how people come together and rally together when there’s been tragedy to help, to donate. We’ve seen it too as a country during 9/11. We’ve all seen it. During natural disasters and fires, we’ve all seen how people come together and donate money, time, food and clothes. That never ceases to amaze me every time there is something bad that happens. People come together, communities come together.
[bctt tweet=”Blockchain gives people freedom.” username=”John_Livesay”]
My big take away from that was when something is intense and emotional, the training wheels come off the bike riding of, “Am I doing this right? What’s the structure?” You’re in the moment and it’s a heartfelt connection because you trust that the skills are there. For the audience reading, when you’re giving a pitch or trying to get someone to hire you or trying to get a new customer, if you can get back to your purpose and your original reason for doing something, your authentic passion will come through. You can let go of wondering, “What am I supposed to say when this slide is up and did I say it perfectly or not?” and get in the zone. It sounds like that was a big turning point for you in your career. That’s a great example of that in action. More recently, you made the big decision to leave this incredibly successful career and become an entrepreneur in a whole new way. Tell us that story.
I never thought I would do that. This has been my life, my passion. I’ve enjoyed it. It’s been hard. It’s been rewarding. It’s been satisfying. It’s been gratifying. It’s like any job and career, it has its ups and downs, but it was my life. If somebody would have told me that someday, “You’ll leave it and branch out on your own,” there’s no way I would have ever believed that. I also don’t live with my head in the sand. I do realize that the business, after being in it for 21 years, is changing dramatically and I don’t necessarily think it’s for the better.
I also think our world is changing too and the way we operate, not just globally but in the United States. I recently had an opportunity to take a leap of faith and start working in the cryptocurrency, blockchain technology space. I can’t reveal yet exactly what I’m doing, but know that we are already working behind the scenes. This will be brought to light and to air eventually, and I’m excited about this progress and this project. It’s a breath of fresh air. I’ve got a shot of excitement, hope, and learning again. I feel like I did years ago where I’m a little scared, but I’m ready and I’m going to go forward with this.
It sounds that you’re definitely getting out of your comfort zone and getting into the learning zone.
When I say that the television and the news business is changing, I recently gave an interview and said it was a dying business. It’s dying in the sense in the form that we know it. The model that we know is dying with social media, the internet, and people are getting their news from many different outlets. It used to be my parents turned on the TV, they had several choices for their news, they picked one and that’s where they got their news, that or the newspaper or magazines. For immediate news, that was the model. That was it. That’s how it’s been done for decades, but it’s not that way anymore. I started seeing salaries getting cut back, the legacy anchors and journalists in markets like Los Angeles, all the big markets, we’re going backwards.
They’ve been asked over the last several contracts to not get raises but to get cut. I know personally of friends that I worked with who were asked to cut their salaries by up to 30% at their last contract negotiations. They’re in a position of, “I either take that or I don’t have a job at all.” It’s becoming leaner and less content. It’s less about content and quality in my opinion, and more about the shiny object over here. They’re doing what they can to try to hold on to their viewers, I get that. It’s a business. It is a business, butt’s such a struggle because many of us got into it to help people to make a difference, to change a few lives, and we can’t save the world alone.
We’re making a difference, one journalist at a time, I’d like to think. It was getting harder and harder to do that with more and more resources taken away, more and more people taken away. Money is becoming scarce and resources are becoming scarce, I knew that this is not right. It’s going backwards. I need to find something, another passion, because I felt like I was the last of the Mohicans. Even the generation before me might’ve been the last of the Mohicans, the legacy anchors that are there now. My fears were validated and confirmed when I was asked to re-sign my contract, which was great. It’s always nice to be renewed, but then they said, “No raise,“ flat.
On Air Anchor To Blockchain: We’re making a difference, one journalist at a time.
That was devastating to me because I had put in the first three years of that contract so much effort, so much time, so much passion, and so much commitment. I sacrificed a lot of time with my family and then to be told you’re not worth getting a raise and in fact, none of you are. That’s when I knew, “This is not a good situation. I’ve got to do something now.” I was lucky enough to meet some people who are deeply and heavily involved in the cryptocurrency and blockchain technology space and started learning, being enlightened, and here I am.
You are going to be able to take your passion for journalism, which is helping people. You are now figuring out ways that the blockchain stories that you might be exploring and covering could in fact help people, educate them and get them more comfortable with this new technology.
I will tell you the theme of the project we’re working on is freedom, and that is what cryptocurrency and blockchain technology will do. It’s going to give power back to the people, and I know that sounds cliché, but it’s going to be in a way that we have not experienced before here in the United States. We’ve all been lulled into this false sense of security with the way we live in our country. It’s about to be shaken up tremendously. Globally, this is already taking over. In small pockets it is taking over, cryptocurrency and blockchain technology, in the United States too. We’re a long ways away, but we’re going to come a very long way in a short amount of time. That’s what I’m going to do. I’m going to be helping people learn this new way of life, and this new way of operating in this new financial system, in the short amount of time.
[bctt tweet=”Cryptocurrency and blockchain technology is going to give power back to the people.” username=”John_Livesay”]
The concept of freedom is certainly something that everyone is connected to. As you said, if you were used to doing something, everything from buying a house requires that you have to go through Escrow and the title, and all of those things could be changed. How do we know that a particular food is really organic? If it’s on the blockchain, that might change how we get that verification.
You hit the nail on the head. Everything as we know it is going to change with blockchain technology. The agriculture industry, the healthcare industry, the real estate industry. How we notarize documents, how we buy real estate, how we bank, how we use our money, where we use our money, it’s going to change. People might be wondering, how does journalism and this world of technology, of cryptocurrency and blockchain technology, connect? I would say they’re a perfect match because as a journalist, our whole point was to right wrongs and to get some justice for people one story at a time if we can.
There’s nothing more satisfying than resolving something for people, getting them relief, or making them happy after a terrible situation that we could help fix. It’s the same with blockchain technology and cryptocurrency. This is going to right some wrongs. This is going to provide freedom to people who didn’t have it. This is going to provide identity to people who haven’t had one. It’s in line with what journalists want to do. This is exactly what blockchain technology and cryptocurrency is going to do.
You’re the perfect person to be the brand ambassador, to give everyday people the ability to understand what’s available, the inspiration to follow their dream, and shine a spotlight on this new technology in a way that’s accessible and not intimidating. It can embrace everyone and not just be for this select few who are tech experts.
On Air Anchor To Blockchain: There have been excellent articles written in the LA Times and other credible media about what the blockchain can and can’t do.
That’s another thing. We’re going to take away the fear that people might have and the mystery behind it is enough for people to say, “No, I don’t want to learn about it. I don’t care. This is what I know. I know fiat currency. I know money. I know dollars. This is how we live our lives. This is how our parents lived their lives. This is how our grandparents lived their lives.” At some point we all have to adapt and change, or it’s hard to get left behind. That’s with everything. We’ve seen that with cell phones, internet, and TVs. This is another adaptation that we’re going to have to accommodate. Eventually we’re all going to be on board with this. Right now is the time to learn. I feel the sooner everybody learns, the more freedom they’ll have.
Any last thought you want to leave us with either on your philosophy of life or your excitement about the blockchain?
I couldn’t be happier, feel more grateful, and lucky that I met the people that I have over the past year in this space to enlighten me and to encourage me to learn and grow. I feel like I’ve gone from zero to 60 in such a short amount of time. It’s just the beginning. It’s wonderful and I would encourage people to type in cryptocurrency in their search engines, type in blockchain technology, see what stories come up. There have been excellent articles written in the LA Times and other credible media about what the blockchain can and can’t do, the pros and cons of cryptocurrency, and the history of it. I would encourage people to do that, learn as much as they can and get involved now.
[bctt tweet=”Learn as much as they can and get involved now.” username=”John_Livesay”]
If people want to follow you on social media, your Twitter handle is @ElsaRamonOnAir, is that correct?
You will be able to find me on Twitter. Please stand by. I will be announcing on social media, Twitter too, when we are able to go public with what we’re doing. We are going to have an entire social media release and a space for people to go learn, engage, and reach out. I manage my accounts. I respond to everybody that I can. If I miss a few people, that is truly by accident. I really am that connected and I like to engage personally with people. Feel free to reach out to me. I’d love to hear from you.
What a gift you are to all of us. Thank you so much for being on the show, Elsa.
You are so welcome. Thank you for having me.
Links Mentioned:
- Elsa Ramon
- @ElsaRamonOnAir – Twitter Handle
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