5 Tips for Working with Television Journalists

Tips for Working with Television Journalists 







November 2011

Broadcast media traditionally refers to television. It may seem people are spending less time in front of the TV these days. But with the media everywhere mentality, broadcast television still remains a viable part of media relations outreach.

In fact, broadcast is becoming even more important today because of its availability online – increasing shelf life and exposure of key content segments. “Today, broadcast is about much more than just television and radio. There is mobile TV, podcasting, web streaming, branded content, and ad funded programming,” confirms Weber Shandwick, a full service public relations agency who specializes in Broadcast PR. “In short, it is all about convergence between traditional broadcast outlets and the new digital kids on the block. A well thought out convergent campaign using the best of the old in conjunction with the best of the new will amplify your messages and give you an important voice […]”

With that spirit in mind, BurrellesLuce put together 5 tips to help you get the most out of working with television journalists and enhance your broadcast efforts.

1. Research. For the media that you are pitching, it is important to know the outlet, audience, the journalist style and other key demographics. This will help ensure that your messages are relevant and targeted and can lay the foundation for how you should be preparing for your interview via your personalized media kits and coaching of key spokespeople. Download this BurrellesLuce tip sheet for more best practices on prepping for your next TV interview.

2. Archive and share. There is a growing demand for both content curation and community building. So, as part of your preparation efforts you will want to update your online newsroom with materials the journalist may need. You should also take a holistic approach to working with your community managers, brand ambassadors, and the media. Share relevant links via Twitter, Facebook, and YouTube and incorporate journalist content into your overall social media outreach.

3. Remain poised. It is important to feel comfortable when speaking with TV journalists. In most situations look at the interviewer, not the camera, and try to speak in a conversational tone. (Remember, it is an interview and not a speech.) Tonya Reiman, a body language expert and founder of the Body Language University, explains how non-verbal communication impacts the way messages are received and the impressions we have on people. Reiman writes in this article on Body Language, that 93 percent of our communication during a conversation is “based upon paralanguage; pitch, amplitude, rate, and voice quality of speech as well as body language.”

4. Be concise. Time is short, especially for TV and digital broadcast. You only have a few seconds to capture the attention of the audience and journalist. Develop bold, powerful calls to action that present your position or message vividly. And don’t forget to gesture. “Whenever we encourage spokesperson to incorporate gestures into their deliveries, we consistently find their words get better. The physical act of gesturing helps them form clear thoughts and speak in tighter sentences with more declarative language,” confirms Brad Phillips, Ragan.com, in this article on 6 Things You Need to Know About Body Language.

5. Leverage video. Many news outlets are taking an integrated approach to media placements. Look to online video to supplement content. In addition, newsrooms are relying more on journalists to provide their own video and footage. Incorporating video that has value (i.e., isn’t promotional) will help support broadcast journalists and better secure a placement for your story. Discover how to build your brand using online video.

BottomLine: In today’s competitive world of media, it is imperative that your company, brand, and clients are well-represented in all forms of online and offline media. Whether your spokesperson appears in a traditional broadcast clip or in a user-generated video interview, like those taken at industry events, their answers are always official and need to accurately reflect the values of your business, constituents, and target audiences.

About BurrellesLuce

BurrellesLuce is the U.S. leader in media monitoring. Professionals in a wide range of industries rely on our comprehensive curated content from local and national print, online, broadcast, and social media sources. BurrellesLuce has a turnkey copyright compliance program that allows us to provide copyright-compliant, behind-the-paywall content not available to other services. BurrellesLuce combines grade-A content with easy-to-use software, allowing users to evaluate and analyze their media coverage and PR efforts. It's all integrated into our user-friendly interface, BurrellesLuce WorkFlow™.

Connect with Us

  • facebook
  • twitter
  • linkedin
  • rss
  • Google+
  • YouTube

BurrellesLuce Newsletter: