In the fast-paced world of communications, achieving broadcast coverage can often feel like an uphill battle. Every professional in this industry has experienced the frustration of struggling to secure those coveted live TV interviews.
However, at Resonance, we've spent more than a decade mastering the art of keeping our clients in the spotlight, with recent appearances on major networks like BBC News, Sky News' Ian King Live, and CNBC's Street Signs.
So, what's our secret? While there's no one-size-fits-all approach, we've identified five key strategies that have helped us consistently deliver broadcast success for our clients.
In the world of broadcast, timing is everything. You need to have your finger on the pulse of current events and be ready to strike while the iron is hot. Often, the first foot through the door is the one that secures the opportunity. At Resonance, our teams constantly monitor and check in every morning to discuss the news cycle, ready to jump on relevant stories and pitch our clients as expert commentators. We also keep a firm eye on the news throughout the day. Sometimes, breaking news at the end of a working day is the ticket needed.
Successful broadcast appearances aren't just about what you say; they're about how you say it. It's crucial to tailor your message and delivery to align with the interests and expectations of the network's viewers. Take the time to research each outlet's audience demographics and tailor your pitches and messaging accordingly. You wouldn't pitch the launch of a new semiconductor to Good Morning Britain.
A compelling, but often shorter than usual, pitch can make or break your chances of securing airtime. You need to craft concise, attention-grabbing pitches highlighting why your clients' stories are unique and deserve live viewers' attention. They need to ladder to the bigger picture of the news agenda and have an impact-led approach around why viewers would care. This hyper-focus is a key element that producers look for.
In the world of broadcast - particularly LIVE broadcast - it’s not just about the story, but the credibility of your spokesperson. Why will they be the right fit? What is in their bio that will make them stand out? And if you have examples of other broadcast interviews, it’s worth sending those over.
Incorporating video rushes (raw, unedited footage) that complement your client's story enhances your pitch for broadcast opportunities. These visuals provide a glimpse into the narrative, allowing producers and journalists to envision how the story could unfold on screen. When selecting video rushes, choose footage that showcases your client in action, highlights key aspects, or offers a visually engaging perspective.
While pitching skills are essential, long-term success in broadcast often hinges on building genuine relationships with producers and journalists. As comms professionals, we must foster these connections, ensuring that our clients become familiar faces and trusted sources for networks. Increased familiarity can lead to more repetition and even invites for clients to share their expertise on a topic.
Finally, even the best pitches and relationships won't guarantee success if your spokespeople aren't prepared to deliver. You need to work closely with the spokespeople to ensure they are fully briefed on key messages, potential questions, and effective on-air delivery techniques.
While a strong performance can often lead to invitations for future appearances, it can also heighten a brand's perception.
Achieving consistent broadcast coverage is no easy feat, but if you're nailing the basics above, the hits will come. Whether you're looking to establish yourself as a thought leader, promote a new product or service, or increase brand awareness, a well-executed broadcast strategy can be a game-changer.
Here's a behind-the-scenes pic of our client Rodrigo Liang, CEO of SambaNova Systems at CNBC Street Signs.