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