As a business, you live and die by your reputation. Securing contracts, retaining customers and beating out competition all comes down to how your brand is perceived in public.
Television and radio appearances are a fantastic way of reaching your target audience on a mass scale, but securing those opportunities can be incredibly difficult – so how do you make a story stand out to those manning the news desks?
This month, our ‘Whistle Trends’ session was led by one of our account directors Chelsey Downing, who gave our team a step-by-step guide to getting that all important broadcast coverage.
Broadcast pitching 101
#1 Know your story inside out
Sounds obvious, but make sure you know the details inside and out. You could be questioned on details, facts, speakers or availability at any moment – make a journo wait and you could be kissing your media appearance goodbye
#2 Understand the wider context
You could have an incredible story, but if it doesn’t fit within the media agenda there is no point bringing it to a journo’s attention. Budget week is manic. Christmas means fewer editorial staff. August brings GCSE and A-Level results to the forefront of coverage. Oh, and don’t forget to consider the beast that is breaking news. Pitch your story at the right time for the media – even if it means sitting on a gem for a little while.
#3 Speaker and case study availability
Broadcast opportunities can go from 0-100 in the blink of an eye, so you need to make sure everyone involved is ready to go as soon as you get the green light. Make sure speakers have been briefed, are media trained and are aware of their interview location as early as possible.
#4 Visuals
If your story is being filmed, you need to consider the visual element of the piece. The visuals should be engaging and compliment the story itself. Depending on location, you may be able to film other people working, vehicles, technology or members of the public. Make sure to check filming permissions ahead of time.
#5 Backups
Above all else, make sure you have a backup plan for as many elements of the story as possible. Always have additional spokespeople on standby, or alternative filming locations agreed.
#6 Pitch a package
Broadcast media are incredibly time shy. They’re working on tight deadlines with limited resource, so it’s our job to make their lives easier. When pitching to the media either by phone or by email, it will serve you well to offer them a complete package. Remember to consider who, what, why, when and where, giving as much detail in a really concise format. If pitching over email, bold out the most interesting parts – news hooks, speakers and visuals.
A complex and competitive art
Broadcast pitching is a complex and competitive art, but with the right expertise, it can yield incredible results. Creating captivating narratives, seizing the right opportunities, and presenting comprehensive, impactful packages is the key to making a lasting impression on broadcasters.
At Whistle PR, we understand the intricate media landscape and what is needed to ensure your story is pitch perfect. If you want to amplify your brand through standout broadcast coverage, let Whistle PR be your trusted partner. Get in touch with us today, and let’s make your story impossible to ignore.
Authored by Chelsey Downing, Account Director
