TV Is Still King—How to Create a Successful Broadcast Campaign
Author: Alessandra Nagy
June 07, 2016
When asked where our clients most want to be featured, the answer is always the same—the top-tier tech and business outlets.
The one thing we never hear? Broadcast.
Americans watch TV every day and are constantly influenced by the things they hear on the news—sometimes more so than by what they read online. In fact, according to a report by Nielsen, TV is still king—adults of all ages spend more time watching TV than using any other platform. If you think about it, broadcast coverage should be the number one item on all client wish lists.
As an account manager at Bospar, I specialize in getting top-tier coverage for my clients, both online and in print and on TV and radio. Throughout the years, I’ve learned a few tricks of the trade that I’d like to share:
- Catchy subject lines
Planning and assignment editors receive thousands of pitches each day. To make sure yours stands out, tell them EXACTLY what your story is about. If you can tell what type of story it is (such as voice over, sound on tape or live), even better.
- Draft a script
Draft up a simple broadcast script that the producers can send directly to the anchor, on-location reporter or even the meteorologist. The less they have to do to get your story out there, the better.
- Consumerize it
Even if your client, product or story is not consumer-friendly, find a consumer angle. Get creative. For example, does your client provide remote access for meetings? Pitch a story about working at home or on vacation—one that people can relate to.
- Data is key
Does your client have interesting third-party or internal data? Data points make for great broadcast mentions, especially if you can provide top 5 or top 10 lists.
- Keep it simple
You have about 30 seconds to get the attention of the producers, so keep it short and concise and only include the most important points.
So, the next time you’re planning a media campaign for your clients, don’t forget to plan a broadcast campaign. It’s always an added bonus to be on the news in your local city, as well as broadcasted live across the country on the nightly, morning, or even afternoon news.