Between You and Media - Sheila Watko
Posted by tmadison on Jul. 30, 2026 / Subscribe 0
You’ve built a multifaceted career across TV news, radio, and late-night production. What originally inspired your interest in broadcasting, and how did growing up watching NBC10 shape your path into the industry?
I was a theater kid growing up. I did all the plays and musicals from 2nd through 12th grade and to this day, performing is my passion. I am NOT a singer (lol) nor a trained dancer or actor, but in college, I took a television production class. I didn't even know TV production was a career path! I fell in love with producing, writing, editing, and hosting. I took a radio class my senior year of college and, thanks to an incredible professor-turned-mentor-turned-friend Reagan Warfield, loved that world, too. I am so fortunate that for many years of my life, I didn't have to choose between TV and radio. I worked Monday through Friday on The Meredith Vieira Show and Late Night with Seth Meyers, and worked as a radio personality on weekends. It was a lot of work, but such a fun time in my life, living in New York in my twenties and working in both industries I cared about so much.
When I saw a traffic anchor position open at NBC10, I applied on a complete whim. I had done some traffic reporting on the radio and had done on-camera work for Channel One News and MTV, but did not come from a traditional local news background. It was crazy when I started the job, because I was in meetings with people I had watched for years and especially women I really admired: Tracy Davidson, Erin Coleman, Krystal Klei, Rosemary Connors, Lucy Bustamante, Jackie London, Brittney Shipp, Katy Zachry, Deanna Durante, Lauren Mayk. These were people I watched on TV all the time when I was visiting my parents at home, and now they were my friends and colleagues!
Now that you’re reporting traffic and entertainment news in your hometown, what does it mean to you personally to serve the very community that helped spark your passion for journalism?
Reporting in Philly is important to me because it can get a bad rap, but the city and entire area has so many wonderful things that make it special. As a kid, I thought the news was "boring," but my parents would have me read and watch human interest stories. To this day, my favorite stories to report on are the ones about people doing good work in the community, leaving the world a little bit better than they found it and making someone else's day just a little bit easier to get through.
On a very personal note, my high school, Saint Basil Academy in Jenkintown, closed in 2021. Before it shut its doors, I had the really special opportunity to interview Sister Susie and Alexandra Penkalskyj, who had been my art and piano teachers, respectively, in my time at the school. We did a story together about the art of pysanky, or Ukrainian Easter eggs, which is such a beautiful tradition that the school imparted on all of its students. That story was very close to my heart.
You’re passionate about education, anti-bullying, intersectional women’s issues, and environmental sustainability. How do these interests inform the stories you’re drawn to or the way you use your platform as a local broadcaster?
I have been passionate about social justice from a young age and try to use my platform to share how other individuals and organizations are making a difference. There are so many people really working hard and doing boots-on-the-ground, grassroots work, and they may benefit from a platform to amplify their stories. I've been so grateful for the opportunity to spotlight organizations that serve children with disabilities, people experiencing homelessness, harm reduction groups, animal rescues, theater and arts nonprofits, urban farms, and neighborhood cleanups -- just to name a few. It sounds cliche, but these types of stories have been the biggest honor of my job and what I'm proudest of.
For public relations professionals reaching out to you or NBC10, what’s the most effective way to get your attention? Are there certain elements you always look for in a strong pitch?
The best pitches always tell me WHY a story is important to cover, and for our area specifically. I'll get pitches about exciting events in New York or Miami... but I work in Philadelphia. Or someone will email and say, "The fourth location of this franchise is opening in XYZ, can you cover it?" Why? What makes this compelling for the viewers who choose to spend their time watching our station? A great pitch will tell me what's going on, why Philadelphians will care about it, and why it will mean something to my specific audience and the types of stories I typically cover. To take it a step further, because I cover a lot of local businesses, tell me what sets yours apart from the others in the area. I also love when pitches will acknowledge that they've seen my work on another story and relate it to their idea. For example, I have received pitches that say something like, "I saw your segment on X workout. I know you cover local-owned fitness studios and I think your viewers would have a lot of fun at ours because Y, "or "You recently highlighted X nonprofit and the work they're doing for Y cause, and we'd love to invite you to see what we do and how we help Z group of people." They already know that their pitch falls within the purview of stories I report on, so we're a step ahead!
Conversely, what are some common mistakes PR folks make when pitching entertainment stories that you wish they’d avoid?
The first thing I look for is whether they even address the email to me, or at least use a polite, if generic, greeting ("Good morning!" etc). Good manners are important to me, and it seems insane that I even need to say that as a grown adult professional, but unfortunately, I do. I will get pitches from publicists I know personally who don't even bother using my name and are very terse and borderline demanding: "Hi, can you get this on TV?" It astounds me, honestly -- I would never speak to someone like that, in person OR via email. I also prefer to keep all communication via email, and if someone starts texting my personal phone with story pitches, it's an immediate turn-off. The best pitches come from someone who knows what the shows I work on are about, and what types of stories I typically cover. I understand there are so many reporters at each station, let alone in the market. But for seven years, I've reported only on traffic and features/entertainment/integrated marketing content, so when someone sends me multiple follow-up pitches asking me to cover a business trend or tech development or consumer investigation, I know very quickly that they have no idea what I am about. I am happy, however, to forward it to our news desk if it's otherwise a good pitch for someone else.
You’ve witnessed firsthand how Philadelphia has changed and grown. Is there a particular issue or trend you think deserves more coverage right now?
Oh, so many! The opioid crisis is such an issue in Philadelphia and rightfully gets a lot of media coverage, but there are also groups working hard to help people suffering from addiction (The Everywhere Project, Savage Sisters, Philly Uknown Project, Prevention Point), and I have been honored that some of them have let me share their stories. I wish they'd get more coverage focused solely on their good work, and not just a soundbite from them as part of a story focused on the suffering.
Gun violence is, of course, also a terrible issue, and it seems like we report on another shooting almost every newscast. But again, there are groups doing crucial work, especially helping keep children and teens off the street and giving them safe places to express themselves, make friends, build confidence, and make good choices (Young Chances Foundation and Maleek Jackson Boxing are two of my favorites and two stories I'm so proud to have been part of).
Philly also has a terrible animal overpopulation crisis due to poorly-enforced spay/neuter and backyard breeding laws, among many other issues. There are so many rescues working hard to combat the problem and save as many animals as possible (like Stray Cat Relief Fund, which does exhausting work with a very small team), but a common phrase we hear in the rescue world is is, "We can't rescue our way out of this," because the problem has escalated so much. I wish these groups would get more coverage to potentially get some help from the city government.
Just for fun: What helps you unwind or recharge after being a long morning of reporting?
I am a huge believer in adult hobbies! We did so many extracurriculars and after-school activities as kids... and then we're just expected to drop them because we grow up? Not on my watch! Hobbies make life more fun and break up the work week with something to look forward to. I love taking dance classes at Evolve, musical theater classes at Music Theater Philly, practicing piano at the Free Library Parkway branch, fostering cats with one of the many wonderful local rescues, taking fitness classes, trying new restaurants, and seeing shows at one of the great theater production companies in our area. I also love to read a good book on the Libby app, which supports your local library!
What is your contact information/preferred mode of contact?
Email is always preferred. My work email is [email protected].
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