OFF-MUTE 🔈
🙌 One of the cool things about being part of the BerlinRosen network is that we have access to more people to help us solve client challenges.
🤔 Recently, we’ve noticed it’s been much harder to break through to broadcast media.
🎙 We invited our new colleagues Vice President Peter Drummond and Booking Director Adriana Guzmán to share what’s working for them. Today’s newsletter is a recap of their tips plus some of the advice you’ve heard from us before.
☑️ Write a simple pitch. What is the offer, who can speak and why does this topic matter now? Keep your emails short and sweet with a clear subject line.
☑️ Time it right. Broadcast reporters and producers are covering breaking news. Does your story tie into a larger trend? TV follows the major headlines of the day. Remember, don’t call when the show is on air—reach out before or after.
☑️ Be accessible. Is the spokesperson available on short notice? This is key. Producers often reach out to multiple sources for one interview. If you can be the first to respond, it improves your chances of being on air.
☑️ Find a local or national angle. National broadcast outlets care about issues affecting everyone in the country; local broadcast outlets care about local news. And don’t discount the value of a local TV placement—there’s a chance it will be picked up by national affiliates if it bubbles up to a larger trend.
☑️ Study the content. Watch the shows. Subscribe to the networks’ newsletters. Follow producers, bookers and anchors on social platforms. Learn their styles, interests and pet peeves and customize your outreach accordingly.
☑️ Build real relationships. Network! Ask new, junior show staff to get coffee. Develop a relationship and nurture it. One day, they’ll be the producer calling the shots.
☑️ Offer visual assets. What b-roll or other materials can you provide? Call it out in the pitch.
☑️ Follow up with intention. What update do you have to share? No one likes a “just following up” message that offers nothing new. Save longer materials for these additional touchpoints.
☑️ Offer an exclusive. If your story is the perfect fit, consider offering an exclusive as it will help lock it in.
☑️ Reach audiences where they are. Cable news and radio are still performing well but steaming video content and podcasts are outperforming them. Use a mix of channels to be seen and heard.
