Note: We published this blog post in preparation for Justin Goldstein’s webinar on broadcasting. Since publishing, the webinar is live, and you can catch it on demand!
Broadcast media is booming as the Coronavirus pandemic restrictions only begin to loosen and everyone searches for sources that can provide reliable and timely information. Consider, recent findings from Nielsen show that 83% of consumers are listening to as much if not more radio than before the pandemic.
Clearly, if you’re looking to secure television, radio or podcast placements, now is the time to do so. But, be aware that producers and reporters are just like us and mainly working from home due to the virus. A refined approach is more important than ever to break through your contact’s inbox and earn their interest in an interview.
Here are a few recommendations to consider:
Provide Key Assets Upfront
Are you in the process of developing assets like b-roll, headshots and bios for your spokesperson(s)? If so, hold on pitching until you have these elements so that you can include them in your first pitch to producers and reporters.
These contacts are sifting through hundreds of emails while trying to coordinate interviews via platforms like Zoom and Skype that they normally don’t work with. There’s a good chance that if a reporter opens your email and doesn’t see at least one or two of these assets listed, he or she will delete your email and move on to the next opportunity. If for no other reason, moving on reduces the stress of sending a follow-up email to ask questions.
How can you best incorporate this information into your pitch?
- In your subject line, note that you’re offering an interview and these assets.
- Provide a link to download your b-roll and headshots via Dropbox or a similar platform to avoid your message going to spam.
- Include your spokesperson(s) bio towards the end of your pitch so that it doesn’t take away from the story that you’re trying to tell at the top.
Use Your Voice
Phone pitching is critical in broadcast media relations, especially during COVID. Newsrooms are overwhelmed with pitches, coordinating segments with their producers from afar and receiving updates on Coronavirus-related stories from the public. So, the chances of them responding to email outreach are less than the print/online reporters that you might be more familiar with.
It will likely be harder to reach reporters and producers directly. Your next step is to call a network or station’s assignment desk and speak with an assignment editor. They are well-positioned to coordinate interviews or connect you with a contact that can do so. You can also leave a voicemail on a producer or reporter’s phone. They often check to make sure that they’re not missing any important messages while away from the office.
Be Flexible
Many broadcast contacts are doing their best to adapt to navigate the pressures of virtual planning meetings and interviews. While you can certainly share your spokesperson(s) platform preference for connecting, try to be flexible.
If a reporter asks to connect via Skype and your spokesperson(s) is hesitant to pursue because they’re not used to the platform, try to schedule a quick training session. Get them to feel confident and comfortable going into an interview rather than push back on the reporter.
Consider creating video-conference meeting invites for reporters and producers and offering your willingness to do so in your pitch. This removes one extra step in coordinating an interview that they don’t have to manage.
Be aware that if you’re staffing interviews on Zoom video, your video box will appear, so it would be best to confirm with your contact that he or she can have their team edit you out before finalizing their segment.
Broadcast media is a powerful tool that should be leveraged for your media relations program. But, it’s crucial to approach your contacts in a strategic manner to garner their interest. Your results depend on it.
Attend June’s KG Connects Webinar to learn more
Want to hear directly from Justin about the state of broadcast media and both evergreen and timely best practices for securing coverage?
Join us on Friday, June 26 at 10:00 a.m. ET for the next edition of KG Connects! Learn more and register here.
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About Justin Goldstein
Justin is president and founder of Press Record Communications, a strategic media relations agency with expertise in broadcast media. He is an award-winning media relations pro, voted an Exceptional Under 35 by the Public Relations Society of America. He has developed and implemented broadcast media relations programs that have supported clients like General Motors, Best Buy and the Clinton Global Initiative.
In recent years, Justin has coordinated event broadcast press campaigns for the Consumer Electronics Show, Detroit Auto Show and Conference of Mayors. Justin also served as morning drive producer at WRHU-FM, New York’s number one non-commercial radio station. His work has been recognized by PR News, PR Newswire and the Hermes Creative Awards.
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