Studies show that working professionals are watching more daytime TV than ever before. Now is the time to capitalize on this new media consumption habit – but how can you get your company or brand in front of these millions of national viewers?
In the world of PR, there’s no better feeling than landing a national TV segment that communicates and advances a key brand message, touts a product, or positions a company spokesperson as an expert. These pieces are highly sought-after and difficult to secure without payment. Plus, watching a client’s story unfold and come to life on TV is incredibly fulfilling – and fun! You get a behind the scenes peek of what it takes to film a show.
We got to experience this thrill most recently when we earned a segment on behalf of our client, Beef. It’s What’s for Dinner., on The Kelly Clarkson Show with a California cattle rancher named Kiah Twissleman. Kiah lost 120 pounds in a single year by moving her body more and becoming more intentional with her food choices, including nutritious beef.
Here are the three steps we followed to ultimately showcase Kiah’s inspirational, life-changing journey on the national daytime talk show stage it deserved:
Step #1: Do your research.
Comprehensive media research is the foundation of any successful media relations strategy; it’s how you’ll curate a plan for who and what to pitch – and why. Your research should consider your target audience (does your target watch the outlet you’re pitching?) and content (if you’re pitching a cooking segment, does the show you’re pitching do them?). As you dig into your target show, watch past episodes, follow them on social media and check their booking page frequently, if they have one, to get a pulse on what they’re sharing and how your brand can tie in.
After your research uncovers the perfect TV show for your story, finding the right contacts to pitch is next. Start with assistant and associate producers. If they like your offer, they’ll pitch it to their senior producers who ultimately determine if your segment idea turns into an on-air win.
Step #2: Write a customized pitch that tells a story.
What’s the theme of your segment? Who are your storytellers? How does your offer align with the culture, vibe and focus of the show?
For TV, your pitch should paint a picture that helps producers “see” what the segment will look like on air. Position your offer to ensure your key message makes it into the segment, but that it’s not so branded it gets rejected by producers – after all, this is an earned story, not a paid piece or an ad. And, finally, include assets that elevate your pitch. Share a video link that showcases your expert or storyteller in action to confirm your spokesperson is poised, experienced and comfortable in a broadcast interview environment. If you’re pitching a product, link to photos that vividly bring it to life.
Step #3: Hurry up and wait.
Are you pitching a segment idea for an upcoming holiday? Most shows book out months in advance, so get started early. If you aren’t getting a response, be persistent and flexible. Pace out your follow ups and have a reason to check in. For example, tie timely, new hooks into your pitch – new trends or cultural happenings since you last emailed, or something relevant you saw on a recent episode – that make your check in worth the producer’s time to read and respond to.
And when you do generate interest, be patient. There will be multiple rounds of questions, pre-interviews, and photo and video requests before the segment is confirmed. Once you do get that confirmation, though, celebrate! Amplify the win on social and leverage it as a pitch hook for your spokesperson with other non-competing outlets, like national print/online, as well.
Are you interested in developing a national media relations strategy for your company or brand? We can help. Contact our team here.
