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The importance of gaining PR placements in broadcast media is difficult to overestimate. Even with the gains of online news and social media, TV still attracts the largest audiences for news.
Broadcast placements work effectively to launch a new product, generate awareness for a new initiative or build buzz for an upcoming event. Broadcast placements often produce greater impact because the audience sees and hears the story. It’s also difficult for viewers to avoid the story when it’s on TV. Readers of print publications often skip a majority of the stories in each issue.
PR experts cite some important best practices for obtaining and fully taking advantage of broadcast publicity.
Research. Before you send a pitch, complete research to learn what topics a reporter covers and his or her interests. Social media now offers a good way to research publications and journalists. You can learn what a reporter is covering and what interests them at any time. “For public relations professionals looking to work with broadcast media, social media has essentially created transparency — offering a once-rare glimpse into television journalists’ world,” writes West Benter, senior online community services specialist at ProfNet, which connects journalists with experts.
Act quickly. In television, all stories are produced against a definite deadline. Usually, it’s that day’s news broadcast. If a reporter or producer reaches out, make sure to respond ASAP or else you may lose the opportunity.
Be visual. Television reporters think first about the visuals to illustrate a story. Include an interesting visual element with any pitch. The last thing a reporter wants is to do a visually dull standup in front of a building.
Avoid being overly promotional. Know and respect the difference between editorial and advertorial. Television news wants to deliver information and insight – not product promotion. A television interview or feature story offers the opportunity to be an expert resource or provide newsworthy information. Executives who want to sell something on TV should buy an ad. If your spokesperson repeats the company name repeatedly or tries to slip in a product promotion, there’s a good chance the company won’t be invited to appear on future stories or talk shows, Mike Caputa, news director at WCCO, told Karwoski & Courage.
Be lucky. Sometimes it’s just luck. Even if you send an outstanding pitch, it can be lost in the shuffle on a busy news day. Try to steer away from making business announcements or pitching a feature story on a big news day such as an election. On the other hand, don’t underestimate the power of a fun, timely pitch, Caputa advises.
Seek newness. Pursue a new angle and offer something that hasn’t been done before in order to secure the best coverage. If an outlet just covered a story, it probably won’t again soon without a fresh angle.
Be timely. Connect to seasons, holidays, local events or local personalities. “If your story is about skin cancer and safety when in the sun, it is going to be less appealing to journalists during a cold and stormy week,” advises Karen Haynes at Shout! Communications.
Broadcast Media Monitoring
Including broadcast monitoring in an integrated media monitoring program assures organizations that they know everything the public hears and sees about their brand names and products, competitors, and industry issues. Monitoring media to assess and protect corporate and brand reputation is now accepted as a vital function for most every type of organization — companies, government agencies, and not-for-profits.
Bottom Line: These tips from broadcast news editors and PR experts who are former journalists can help get your message on television screens and in front of thousands of viewers.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
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