| A TV-oriented public relations campaign has three | | | | For example, we represented an acupuncturist who |
| primary components, you need to create a compelling | | | | specialized in acupuncture facelifts. TV producers |
| visually-oriented story, be able to pitch it effectively and | | | | loved this segment idea. It wasn't a surgical procedure, |
| know who to pitch it too. Most people think they know | | | | so it wasn't going to be too graphic, they could |
| which story or pitch will work for them, but they're | | | | interview the acupuncturist, the patient, show a bit of |
| generally wrong. The story about why your product or | | | | the procedure in process and then show some after |
| service is so good usually misses the mark because | | | | shots. It was visual, different, and had to do with health |
| it's not a story that meets the media's needs, or | | | | and beauty and offered them a good hook. We |
| connects with your target audience. You need to think | | | | represented a fitness trainer who stared in a how-to |
| like your customer thinks, more importantly, you need | | | | fitness video; the pitch there was summer fitness tips. |
| to think like a TV producer. You have to think | | | | She could bring a client with her and show different |
| backwards. What does your local TV news program, | | | | at-home, quick, and easy exercises. This proposed |
| the Today Show or Oprah need? Study them. Make | | | | segment reached a large target market, was easy to |
| notes. Now give them a visually-oriented pitch that fills | | | | shoot and offered an interesting visual component. |
| that need. Think in terms of personal stories, anecdotal | | | | So to launch an effective TV-oriented PR or media |
| stories that others can relate to, and talk in a language | | | | relations campaign, keep your message in mind, but |
| that the journalist you're pitching will understand. When | | | | think in terms of meeting the media's needs. Be |
| pitching a TV show, think visually, what can you offer | | | | concise, be clear, keep it interesting and never ever |
| that has a visual component. What can you come up | | | | forget that TV is a visual medium. |
| with that would give them a compelling TV segment? | | | | |