Recently I spoke about influencer marketing at PR Bootcamp in New York City. Just before my presentation, a panel of editors and producers from television programs like Dr. Oz and The Today Show talked to an audience of public relations professionals about getting products and experts on their programs.
While Egg doesn’t have many consumer product brands as clients, we do have a lot of industry experts, so I perked up when they talked about how experts could get booked on the show, even if they weren’t celebrities.
1. Have TV Experience
Even the smartest person in the world isn’t guaranteed to come off well on camera, so producers look for experts with video clips that show they can be dynamic and personable on camera. Your video clips don’t have to be national programs; even if you’ve spoken at regional events or on local tv programs, that helps them understand whether you’re a good fit or not.
2. Include Images and Links
When you pitch producers of broadcast tv, you follow a lot of the same protocol as if you were pitching journalists your company news. Include any relevant information they’ll need to make their decision about booking you, including images of you (and your book, if you’ve written one; so much the better if you have), and links to more information, like press releases, company website, and past media coverage.
3. Give Bullet Points
You know that media contacts are busy, so don’t write five paragraphs on why they should book you. Boil it down to a few bullet points that focus on the benefits of you coming on the show. What can you give the show’s audience that no other expert can provide? What innovative thing will you talk about or do on camera? Keep it short and sweet.
4. Know the Show
The same is true when pitching publications: know your audience. If you’re pitching a morning soft news program, they may not want to get sexual health tips first thing in the morning (this was actually an example brought up on the panel!). Know who watches the show and the types of segments they have before you waste your time pitching a program that won’t be interested in what you have to offer.
I’d love to hear if you’ve ever pitched a broadcast producer, and what the results were. Share in the comments below!