8 essentials for landing your client a TV segment

Make your pitch distinctive and valuable to the producers and their viewers. Timing is crucial, and the personal touch—in your email and follow-up phone call—makes a huge difference.

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We consume news very differently from a decade ago, thanks to social media.

Yet television talk and news have been surprisingly resilient. Cable news is booming, and for many of us in PR, there’s nothing better than getting your client a nice, juicy segment on TV.

From “Good Morning, America” to CNN or Fox Business, a solid broadcast appearance packs a punch. A national TV segment typically has a large and high-quality reach in real time, it’s searchable for some time thereafter, and it can be amplified on social media.

Most earned media specialists want that coveted booking for their client and every PR person is pitching. So how can one break through? Here are eight tips to help get your pitch heard by TV bookers and producers:

1. Ask the Passover question. Why is this segment different from all other segments? As with any journalist, each day thousands of emails flood producers’ inboxes. From the subject line to the opening sentence is your time to get them wanting more. Be succinct, clever and compelling. Make the words count. Don’t tease by being mysterious, don’t make it complicated, and for heaven’s sake, don’t make it long. These decision-makers are on hellish deadlines, and they need something they can use without a struggle.

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