By: Julie Price
Local TV stations remain the most relied-upon news source among U.S. adults. According to a recent Pew Research Center study, half of us still get our news regularly from television – more than any other news source and significantly more than online sources.
As a businessperson, you should not discount the marketing and public relations value of having your company featured on your local TV news station – and with no ad dollars involved.
Regardless of your line of work, there is a TV news opportunity out there for you. Whether it’s a deal you’re offering, a local wrong you’re righting or invaluable information you’re sharing, with a little ingenuity, you can create a camera-ready news event for your business. At The Goddard Company, we regularly work with our clients on creative ways to put their names and faces on the local TV news.
Here are a few tips to think about if you’re seeking TV news coverage:
BE VISUAL: Television is, above all else, a visual medium. Only stories with video components will be considered, and the more compelling the video, the better. We make sure that any TV pitch we make includes a strong visual element.
BE AVAILABLE: Our caveat to our clients: News breaks now, and deadlines are no joke. Be aware that, once we’ve made your news pitch, you have to make yourself available at any time, or you could miss this opportunity.
BE TIMELY: News producers like well-timed stories. Connect your news event to a holiday or other time-pegged observance – from Thanksgiving or Christmas to the start of spring or summer.
BE KIND, HUMBLE, RESPECTFUL: If your news event is self-serving or promotional, it will instantly ring false. If your news offers no insights, it will not be considered. If it disrespects others, it will defeat its purpose of shining a positive light on you and your work. To best position yourself for news coverage, simply provide a clear, useful story.
BE AWARE: If you’re in business, you are sitting on a newsworthy story. You may not know what it is yet, but if you give it some thought, and seek the help of a PR professional, you will find it. Some of our most rewarding work comes in our collaboration with clients as we get to the hearts of their stories – stories we ideally see on TV.