Off Air With Brett Rosen: How NBC Palm Springs’ Rising Digital Star Creates High-Impact Social Media Journalism

NBC Palm Springs’ digital team continues to grow stronger, and one of the driving forces behind that success is reporter Brett Rosen. In this week’s Off Air conversation, Brett sits down with Thalia Hayden to break down the techniques that have made him one of the station’s most-watched digital storytellers.

Thalia opens the discussion by noting Brett’s consistently high-performing videos across Instagram, Facebook, TikTok, and X. Brett, however, says the secret is simple: he steps out of the way. For him, the audience should see the story—not the reporter. He explains that whenever he appears on screen, he keeps it to just a few seconds before shifting immediately to the visuals, sounds, and emotions of the moment. “No one wants to hear me,” he says. “They want to hear what’s happening.”

He credits his style to avoiding ego, focusing instead on authenticity and pacing. Quick cuts, strong natural sound, shifting angles, and tight emotional moments all play into what he calls “showing people what they want to feel.” Brett adds that within the first 10 to 15 seconds, social media users decide whether to stay or scroll, so every second has to matter.

When it comes to interviews, Brett openly admits he isn’t a planner. He doesn’t script questions or create outlines. Instead, he starts with a conversation—and lets the story unfold naturally. That conversational approach helps him gather raw, honest material that becomes the backbone of his digital storytelling. He describes the editing process as building a puzzle: collecting compelling pieces and shaping them into a complete picture.

Thalia asks if he ever gets stuck in the editing process. “All the time,” Brett says with a laugh, but credits his mentors, producers, and experienced newsroom colleagues for helping him steer through tough moments as he continues sharpening his craft.

As for his favorite work so far, Brett points to his recent weather coverage—standing in flooded streets, filming dramatic storm images, and navigating the chaos of the moment. That content performed exceptionally well online and reminded him how immersive digital storytelling can be when done right. He laughs about the burger-eating post too, admitting that sometimes the “cringe” videos end up being crowd favorites because viewers appreciate seeing the real person behind the reporter.

The episode closes with Brett’s biggest advice for aspiring digital journalists: connect with the audience. Let them feel the emotion, experience the moment, and see something authentic. That, he says, is what builds trust—and what drives millions of views.

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