How to get broadcast coverage for your organization

For the average company, broadcast opportunities are notoriously difficult to secure.

Who should you approach for an appearance? How can you package your organization to fit a broadcast program’s needs? What kinds of stories do best?

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Once you do get picked up by a local station, you have to be careful to make sure your performance doesn’t hurt more than it helps .

Here are few tips on how to improve your businesses’ chance of securing that sought-after broadcast coverage:

1. Know the media landscape. It might sound obvious, but it’s crucial to understand the purpose and logistics of each TV or radio show. For example, what type of stories does each show cover? What time does the show air? Having this kind of knowledge will allow you to plan ahead and have confidence when pitching your story to producers.

2. Be patient. Securing a broadcast opportunity requires time and patience. It can take days, weeks or even months of planning, along with carefully considered communication to attract the attention of major broadcast outlets. To fast track the process, it is recommended that you partner with a PR agency that has a proven track record of securing high quality broadcast opportunities.

3. Capture a broadcast journalist’s attention early on. Producers are often busy, so your pitch must be concise and easy to understand. Make sure you are prepared with answers to any questions they might ask—for example, ‘Who can I speak to?’ and ‘What else can I film?’ If you do send an email, keep it brief and explain who is available for interview, their expertise and location.

4. Move the story forward. If the story has already been covered on air or in print, it’s important to propose a new angle to producers by moving the story forward. By doing so, you’ll be offering something new and exciting, helping you to secure your desired broadcast coverage.

5. Stay in touch. PR is all about creating and building relationships. Once you have secured an interview, stay in touch with the producer. They often require guests at the last minute and are usually more than happy to have your spokesperson in the studio again.

Maya Harruna is a senior account executive with Flame PR. A version of this article originally appeared on the Flame PR blog .

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