By Brendan O’Connell, Tammie Imel and Risa Chuang
As PR professionals, we hear it all the time: the home run, end goal and main metric for success is an appearance on a top market or national outlet. But if you want access to “the biggies,” you need a dynamic story and charismatic guest.
For example, there was a recent media tour with a non-profit organization whose goal is to encourage people to raise puppies to become service dogs for military veterans. This story had stations clamoring for an interview. After all, who can say no to the prospect of an adorable puppy in-studio?
If you’re in the market for top market coverage, here are the ingredients you’ll need:
STRENGTH IN SCOOP: This one may be obvious, but don’t skip this step. Even top markets want a local angle if you’ve got one. Having local data or a spokesperson or HQ tied to a location can help in building relevance. Beyond that, look for a human element and/or a compelling news hook that media and audiences alike want to hear. Pro tip: if you’d be interested in hearing about it on the news, there’s a good chance others would be interested, too!
DYNAMIC SPOKESPERSON: Once you have a great story, the next challenge is making sure the guest ─ aside from the adorable puppy ─ is equally equipped to deliver the narrative. Journalists are more inclined to interview spokespeople who are media savvy and can succinctly convey their message with authority and enthusiasm. Guests who are well-versed can answer unexpected hard-hitting questions, which ultimately leads to better interviews.
NBC News Now Aircheck: Volunteering to Raise a Future Service Dog
In that same example from above, the on-air guest was a former TV news anchor who knows how to speak in sound bites and is captivating on camera. She conducted in-studio interviews along with her puppy co-star Pilot in the number one market in the country and national shows as well.
FLEXIBILITY IS KEY: Being flexible and accommodating to the needs of the station will greatly improve your odds of being interviewed. If a journalist wants a live morning show interview at 6:15am or a taped interview at 10:00pm, it’s crucial to accommodate the media during their show times. If you’re pitching a guest for an interview three weeks out and the station wants to cover the story, being flexible and able to make yourself available will ensure you get more coverage.
VALUE IN VISUALS: Another key ingredient in television is that a segment delivers images, sounds and emotional connections. If you land an interview at a top TV station, ensure you have good video and audio: this powerful combination can elevate your story.
You don’t necessarily need an adorable puppy to land top markets and nationals, but if you have a compelling talent with a unique story and an exclusive opportunity that resonates nationally, the odds are with you.
