Posts Tagged ‘strategy’


8 Tips for Successfully Pitching to Broadcast Media

Friday, October 4th, 2013

PR tips for pitching broadcast media producersAlfred Cox*

Securing a spot on national broadcast media is the ultimate in media placement, but successfully pitching to get a client into one of those broadcast spots is competitive and challenging. This year’s PRSA-NY annual broadcast pitching event, Meet the Media: National Broadcast Media, featured a panel of four prominent broadcast media producers to explain how to successfully pitch to broadcast and what they look for when filling guest spots.

The panel members were:

Jevon Bruh, talent producer for The Chew (ABC-TV)

Tracy Langer Chevrier, VP/executive producer for The Better Show (Meredith Video Studios)

Kristen Scholer, producer at CNBC

Shira Sky, host and executive producer at Huffington Post Live

Here are some of the tips they gave for successful broadcast pitching.

Pitch by email

Don’t pitch by phone, and unless someone has made known it’s acceptable, never pitch by social media. “Don’t send me a blog or a tweet, social media does not catch my attention,” says Scholer. Send your pitch by email and “Only email once,” she continues. “If you email me twice, you will get no response.”

Do a lot of homework

Be very familiar with the show you’re pitching. Look into what they’ve covered recently and decide if it’s the appropriate time to pitch your story. If you’re pitching a network, know their shows and tailor your pitch to the show you’re pitching.

Include a video clip

Accompanying a pitch must be a video clip. Don’t tell producers to visit a website for a video; enclose the video as a link or as an attachment, but make sure that either is in the correct format. Scholer advises checking the show’s website for the appropriate video format specifications.  Bruh recommends sending copyrighted videos, not web clips, as the copyrighted videos are approved by the stations or network for internal use.

Pitches need to be very relevant

Broadcast media want the story that’s breaking now. “Pitch me the hottest story of the moment,” says Chevrier. Last month’s hot topics won’t cut it.

Pitch an exclusive

A producer is much more likely to accept a pitch if you’re only pitching it to them. “We want exclusives,” says Scholer. “Don’t send us someone who was just on Bloomberg.” However, Chevrier says sometimes they will do follow-ups from other networks.

Guests need TV experience and personality

The last thing producers want is a guest who will bomb on camera, so producers need to see that guests are successful in front of the lens. They also need to know that the guest is both interesting and knowledgeable. “The guest must have a personality,” says Sky. “Give me a reason why I should choose your client. They should be well-spoken and look great.”

Celebrities must be credible

If your client is a celebrity or an athlete representing a product, that star had better be knowledgeable about the product industry, says Chevrier. If a celebrity doesn’t know their stuff, it makes the network look bad, so producers will review the material and the celebrity’s credentials until they are sure they are credible.

Multiple appearances are rare

“We will only have repeated guests who have boosted our ratings,” says Bruh, and if your client is invited back, six months is too soon. Networks will also ask back guests who are extremely knowledgeable, photogenic, and/or who do quality work.

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Bio: Alfred Cox is a rare commodity of a performer who combines a relentless drive to succeed with the ability to provide “first-person” touch to his clients, creating loyalty and repeat business. He has a hard-nosed work ethic in a results- driven environment and he is often called the “Network King.” Alfred has been in the PR industry for the past 18+ years and joined the BurrellesLuce team in 2011. Connect with him on Twitter: @shantikcox Facebook: BurrellesLuce LinkedIn: Alfred Cox

Don’t pitch by phone, and never by social media . “Don’t send me a blog or a tweet” when pitching, says Scholer. “Social media does not catch my attention.”– it won’t catch a producer’s attention. Send your pitch by email and “Only email once,” says Scholer. “If you email me twice, you will get no response

BurrellesLuce Complimentary Webinar: Leveraging Breaking News to Boost Your Brand

Thursday, September 20th, 2012

BurrellesLuce Complimentary Webinar w/ Todd Hartley - Leveraging Breaking News to Boost Your BrandBurrellesLuce Complimentary Webinar: Leveraging Breaking News to Boost Your Brand

Register Now!

When: Monday, September 24, 2012

Time: Noon EDT

When news breaks in your industry, what should you do? How do you own the conversation, promote your expert, and develop business relationships that convert to revenue?

Join BurrellesLuce and Todd Hartley, CEO of WireBuzz for this informative 60-minute webcast, “Leveraging Breaking News to Boost Your Brand.”

During the webcast you will:

  • Learn tricks to maximize breaking news opportunities by combining a press release with a rapid-response video.
  • Learn how to optimize social media engagement and search results for breaking news.
  • See case studies implementing this strategy.

And much more…

Register Now!

Moderator: Johna Burke, senior vice president, marketing, BurrellesLuce

Space is limited. Sign up now for this free webinar, “Leveraging Breaking News to Boost Your Brand.” If we are unable to accept your registration, an on-demand presentation will be available for review after the event at www.burrellesluce.com.

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Todd Hartley (@TheToddHartley), CEO of WireBuzz, has spearheaded digital marketing campaigns for seven of the largest national talk shows and created the first video medical encylopedia on the internet. His agency, WireBuzz, specializes in developing fast video content production for press releases, search engine optimization, and customer lead generation.

St. Louis Rams Tackle a Disengaged Community for a Win

Monday, September 17th, 2012

Kevin Demoff is in his fourth year as executive vice president of football operations and chief operating officer with the St. Louis Rams. As any football fan, or anyone who lives in the heartland, knows the Rams team is bad on the field but even worse off the field. There is simply no connection to the community.  Demoff’s 100_0763critical challenge? How to get the community excited—even if the team wins no games.

During Demoff’s recent address to the PRSA St. Louis chapter, in a room just off the owner’s office overlooking the practice field as the “boys” wrapped up for the day, he explained that football should be a tradition.With the exit of the Cardinals to Arizona, however, it skipped a generation here as there was no hometown team.

Today, The Rams are now involved in every football league in the area, from pee wee teams all the way up, so they grow up into fans and pass it on. This strategy is not going to gain immediate fans. It’s long-term grassroots planning, including community programs, that will pay off down the line. The Rams only play 16 days per year, yet must be top of mind 365 days per year—what a challenge!

Rams Community Outreach Initiatives

Rams Staff Day of Service is one example of getting involved in the community. One day per month they shut the doors and everyone, from the players to the accounting 100_0759clerks to the upper management, does a community service project.  For example, last summer about 90 members of the Rams staff took a trip to Joplin, MO to aid relief efforts after the devastating tornado. Another example is of how the Rams help build playgrounds. A program started in 2009, the Rams most recent playground build was for “a local town of 2,600, a community with no schools, only a library […].” 

Demoff accepts nearly every opportunity to speak. When I heard him speak (Thursday, August 23rd), he had already spoken to eight or nine other groups. He’s out making the personal, emotional connection with their stakeholders—this doesn’t happen behind a desk. He says it’s crucial to speak from the heart via every medium possible, whether that is in-person, social media, print media, broadcast media, etc.  As a matter of fact, seeing the need to expand their media footprint, the Rams now have their own broadcast team including a film crew. They needed to grow the brand outside the immediate area, and whereas they used to not even be carried in the next market over, there are now nine states on pre-season now.

They produced a community service video, which we watched, and notably there was no football in it. The goal is to make the community better—even if they’re not winning at football—and Demoff leads them to be one of the community’s strongest philanthropic partners. As a matter of fact, in the 35 years of local philanthropic awards, no sports team has ever won. That is, until 2010 when the Rams were named St. Louis Philanthropic Organization of the Year.

They even started a program where players buy tickets for underprivileged kids—they’re up to 28 players now participating in the program. Recently the St. Louis Rams showed appreciation to Scott Air Force Base, where they traded jerseys with the soldiers and held a scrimmage game. Along with all the typical things like hospital visits to soldiers and critically ill children, the Rams have come a long way. 

It’s apparent that hard work and personal dedication has been quintessential to their success. I think the biggest takeaway from Demoff and the Rams outreach program is the sincerity with which they participate. Rather than make it something that a few players do with the hopes of garnering publicity – the program is built in such a way that it becomes a part of team identity on and off the field, regardless of an individual’s role in the organization or team. Demoff spearheads a culture of service that benefits all involved – and it is the authenticity that really fuels outreach success.

Do you have examples of community engagement strategies or techniques to share?

Reminder: BurrellesLuce Complimentary Webinar Tips for Planning & Evaluating Successful Events

Monday, September 10th, 2012

Webinar: Planning & Evaluating Successful EventsThere’s still time to register for today’s complimentary webinar from BurrellesLuce, Tips for Planning & Evaluating Successful Events. Not sure if you can make it? No problem! An on-demand presentation will be available for review after the event at www.burrellesluce.com

REGISTER NOW!

 

When: Monday, September 10, 2012

Time: 1:00pm EDT

Participating in and hosting events can help drive awareness and visibility for your organization. Events can help boost organizational profits and financial success. However, pitching events to the C-suite and ensuring company buy-in can be tricky. Growing your revenue requires strategically understanding your income streams and how to financially maximize every opportunity.

Join BurrellesLuce and Abbie S. Fink, vice president/general manager of HMA Public Relations, for this informative 60-minute webcast, “Tips for Planning & Evaluating Successful Events.”

During the webcast you will walk away with:

  • PR tips for incorporating special events into your communications strategy.
  • How to establish strategic goals and properly review your revenue streams
  • How to manage revenue goals and enlist the support of others to help you.
  • How to continue to leverage attendee participation and attention after the event is over.
  • Why it’s important to participate in industry events.

And much more…

REGISTER NOW!

 

Moderator: Johna Burke, senior vice president, BurrellesLuce

Space is limited. Sign up now for this free webinar, “Tips for Planning & Evaluating Successful Events.” If we are unable to accept your registration, an on-demand presentation will be available for review after the event at www.burrellesluce.com.

***

abbie1Abbie S. Fink is vice president/general manager of HMA Public Relations, where she serves as HMA’s primary media and digital communications trainer.  Her varied marketing communications background includes skills in media relations, digital communications/social media strategies, special event management, community relations, issues management and marketing promotions for private and public sectors, as well as not-for-profit organizations.

BurrellesLuce Complimentary Webinar: Tips for Planning & Evaluating Successful Events

Wednesday, August 22nd, 2012

Webinar: Planning & Evaluating Successful EventsTips for Planning & Evaluating Successful Events –BurrellesLuce Complimentary Webinar

REGISTER NOW!

When: Monday, September 10, 2012

Time: 1:00pm EDT

Participating in and hosting events can help drive awareness and visibility for your organization. Events can help boost organizational profits and financial success. However, pitching events to the C-suite and ensuring company buy-in can be tricky. Growing your revenue requires strategically understanding your income streams and how to financially maximize every opportunity.

Join BurrellesLuce and Abbie S. Fink, vice president/general manager of HMA Public Relations, for this informative 60-minute webcast, “Tips for Planning & Evaluating Successful Events.”

During the webcast you will walk away with:

  • PR tips for incorporating special events into your communications strategy.
  • How to establish strategic goals and properly review your revenue streams
  • How to manage revenue goals and enlist the support of others to help you.
  • How to continue to leverage attendee participation and attention after the event is over.
  • Why it’s important to participate in industry events.

And much more…

REGISTER NOW!

Moderator: Johna Burke, senior vice president, BurrellesLuce

Space is limited. Sign up now for this free webinar, “Tips for Planning & Evaluating Successful Events.” If we are unable to accept your registration, an on-demand presentation will be available for review after the event at www.burrellesluce.com.

***

abbie1Abbie S. Fink is vice president/general manager of HMA Public Relations, where she serves as HMA’s primary media and digital communications trainer.  Her varied marketing communications background includes skills in media relations, digital communications/social media strategies, special event management, community relations, issues management and marketing promotions for private and public sectors, as well as not-for-profit organizations.