Here are some tips to pitching TV.

1. presented by:
presented by:
“Air” conditioning:
Human-interest &
Visual Angles are
Keys to Pitching TV

2. Sure, they all want PR pros to target pitches more carefully, and most list email as their
preferred method of communication. Beyond that, there’s tremendous diversity in the
topics they cover and how they want to be approached by PR pros.
But when I talk to producers at local TV stations, their answers are remarkably
consistent, especially when it comes to news programming. Here are some of the
top tips they’ve shared with me:
When I interview print or
online journalists about their
editorial coverage and PR
preferences, their answers
are all over the map.

3. Highlight
visual
potential.
“People might say they have great visuals,
but it turns out to be somebody holding a
sign,” one producer told me. Instead, “tell us
you’ve got 20 people dressed as clowns
riding unicycles.” In some cases, a good
visual could be a prop that the on-air
talent can use in the studio.
Above all else, TV is a visual medium.
Talking heads and press conferences
typically make for boring segments,
so it’s important to specify the visual
potential in your pitch.

4. Unlike other kinds of media,
TV news serves a broad,
general audience.
Niche topics are unlikely
to get play unless there’s a
strong human-interest angle.
Aim for
broad appeal.

5. With many kinds of stories– especially those dealing with
health and medicine — you’ll improve the odds by offering a
real person as a focal point. For example, if the story is about
a new medical procedure, many producers will require a local
patient who has agreed to speak on camera.
Put a
human
face on
the story.

6. TV producers want experts
who are comfortable on
camera — people who
speak in plain language
and know how to construct
a sound bite.
Media train
your experts.

7. Unlike print journalists, TV crews
often have to transport bulky
camera and sound equipment to
news locations.
Do your best to ease the load by arranging for
parking near the site. One medical producer told me
about a hospital PR rep who went beyond the call of
duty by meeting the crew in front of the facility with a
golf cart.
Help with
logistics.

8. If you’re publicizing an event and want coverage
on the evening news, it’s best to schedule it for late
morning or early afternoon.
Give as much notice as possible so the producers can plan ahead.
Schedule events
for evening news
coverage.
EVENING NEWS

9. TV
TV is a fast-paced medium.
If a reporter or producer expresses
interest in your organization, a timely
response is essential.
Be responsive.

10. Human-interest and
strong visuals may be
universal requirements for
any TV program, but you
should also consider any
factors that distinguish
one show from another.
Obviously, morning news shows
tend to be lighter and more
lifestyle-oriented than evening
news programs. Some may
be geared more for certain
demographics, such as women or
specific age groups. The more you
can demonstrate an awareness of
these distinctions, the more
successful you’ll be.
Research your targets.
EVENING NEWS MORNING NEWS
EVENING NEWS MORNING NEWS

11. Exercise news
judgement.
Although TV is unique in many ways,
there’s at least one characteristic that TV
journalists share with their print
counterparts: They appreciate PR pros who know
what makes a good story. Pitches that consistently meet
that threshold will make it more likely that producers will
pay attention to your client or organization.