Mastering the Art of Pitching Stories for TV Broadcast: A Detailed Guide

In the captivating landscape of public relations, securing your client a spot on a television news broadcast is a triumphant accomplishment. Yet, the intriguing sphere of TV, while outwardly glamorous, demands an in-depth comprehension of the pitching process.

Visuals: The Heartbeat of Your Story

As Gita Amar, a senior director at PMK•BNC, suggests, “Do I have the b-roll I need? No one wants to see a talking head unless you have something else to offer,” it’s clear that visuals reign supreme in the world of TV pitching. Unlike traditional print media, TV stories must be brought to life with powerful visuals.

Activity: Create a visual storyboard for your story. Include high-quality videos, striking images, or innovative infographics. For instance, if you’re pitching a story about a local community garden project, consider capturing a time-lapse video of the garden growing, or engaging photos of community members at work.

Get Familiar: Know the Show Inside Out

Amar advises, “Watch the show! The biggest mistake is people aren’t watching before they pitch.” Delve into the show’s structure, themes, and segments. Note the tone?—?a light-hearted morning show differs greatly from the evening news’ more serious content.

Activity: Dedicate a week to observing different shows. Note the difference in content, pacing, and presentation styles. If you’re pitching a new health gadget, consider how it might fit into a morning show’s lifestyle segment versus a detailed health segment on the evening news.

Time: A Deal-Maker or Breaker

In the realm of TV journalism, timelines are typically tighter than print media. Jennifer Joyce, a nightside reporter at FOX29, asserts, “It’s my responsibility as a reporter to make sure we have something that we can turn around that day.” This underscores the need for PR professionals to grasp reporters’ timelines and pitch accordingly.

Activity: Familiarize yourself with the daily routines of reporters. Find out when their editorial meetings are and aim to pitch your stories well before these meetings.

Personal Touch: Humanize Your Pitch

With the explosion of digital communication, personalizing your pitch can give you an edge. Joyce encourages PR professionals to steer clear of impersonal, corporate pitches and to adopt a more personalized approach. “The more personal the better,” she elaborates.

Activity: Craft an email that reflects a personal connection. Try referencing a recent story they covered or a shared interest. For example, “Hi Jenni?—?Saw your piece on the city’s yoga trend and thought you might enjoy covering our upcoming Yoga in the Park event.”

Impact: The Core of Your Story

Stories that resonate with the community or have a larger impact are more likely to be picked. Joyce advises, “We look for what will grip our viewers either positively or negatively.”

Activity: Brainstorm the possible impacts of your story. Does it bring any social, economic, or cultural changes?

The Unique Angle: Set Your Story Apart

Reporters are flooded with pitches daily, hence a unique angle can set your story apart. “What’s different about your pitch? Why is your story something we should cover over anyone else’s?” Joyce challenges.

Activity: Think of ways to present your story differently. If you’re pitching a holiday toy drive, consider focusing on a unique aspect like how the toys are being made by local artisans.

Embrace the Phone Call

While the phone call may seem outdated, Amar encourages PR professionals to be bold. A passionate phone call can be just the thing to put your pitch over the top.

Activity: Practice your pitch over the phone with a colleague before making the call. Ensure that you can deliver your pitch passionately and succinctly.

Honesty: A Crucial Ingredient

It’s critical for PR professionals to be realistic about the broadcast suitability of their story. “Is this story actually a fit for broadcast? Not every pitch is going to change the world,” Amar warns.

Activity: Conduct a ‘reality check’ for your pitch. Discuss openly with your client about the possibilities and limitations of their story for broadcast.

Persistence: The Road to Success

With each ‘no’, you inch closer to a ‘yes’. As Amar rightly points out, “You can’t pitch just once. It might take two or three tries before you get through to someone.”

Activity: Maintain a follow-up calendar to keep track of your pitches. Revisit and refine your pitch based on the feedback received.

Mastering the art of pitching stories for TV broadcasting is a journey of preparation, understanding, creativity, and patience. While it’s a challenging process, the rewards are well worth the effort when you see your client’s story come alive on the screen.

Contact Dr. Tami Patzer at tamisocialmedia@gmail.com

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Tamara “Tami” Patzer is the creator of the Authority Footprint Formula and the creator/producer of Beyond of the Best Seller Marketing System.

She helps her clients share their big messages and big missions via book publishing, social media, and mass media exposure to help them have more impact, influence, and income.

She is the creator of the Daily Success® Institute and regularly is a featured guest on podcasts, radio shows and TV news including ABC, NBC, CBS, CW and Fox.

Tami Patzer is the creator and producer of the Daily Success Media Network featuring seven podcasts including Women Innovators, The Daily Success Show, and The Thought Leaders Show. She also is the publisher of international best sellers Beyond the Best Seller and Women Innovators.

Tami is known for her insight into authority marketing and online visibility as well as an educator and advocate for transformational leaders who want to be seen, heard, and found, so that they can make a huge impact, have more influence, and more income.

Her latest project is the Authority Footprint Founders Club. She is the News Category Director at Podcast Magazine and a popular host and guest on many podcasts. Tamara Patzer is a former editor and a member of the Pulitzer-prize nominated Sun Coast Media Group news team for coverage of Hurricane Charley. She is the creator of Florida Gulf Coast University’s Social Media Certification program and is a frequent social media expert guest on TV news programs across the nation.