News Doesn't Take a Vacation: Breaking Through Breaking News This Summer and All Year Long
Media Pros Shared Insider Tips on How to Cut Through the Clutter and Get Your Message Heard
With sometimes dizzying news cycles and continual breaking news coverage, navigating today's media landscape can be tricky for PR professionals. A recent panel discussion hosted by MultiVu's Media Relations team featured members from CNBC, KPLR-CW/KTVI-FOX in St. Louis, Delaney Media Group, and América TeVé/ /TNT Español who shared insight on why crafting an effective news hook that cuts through the clutter is critical to getting your story heard.
When pitching, brevity is king: Believe it or not, some producers receive over 300 pitch emails per day! To cut through the clutter and ensure your pitch is read, it's important to make sure your media advisory is informative but concise. Pro-tip: Stations love it when you have local information that tailors the segment to their viewers. If you can localize your messaging, DO IT!
Rules of engagement post tragedy or disaster- In the wake of a national tragedy or natural disaster, what is the proper way to pitch the media? We often feel hesitant to tie our stories into these events as there's the potential of looking like we're capitalizing upon the situation. However, producers agree that if you have a relevant talent that can share an expert opinion on the situation at hand, pitch away!
Visuals help drive your message: With shortening attention spans, stations are looking for compelling footage to support your story or message. The best b-roll footage is not overly produced - think of what you'd see on your local news. Stations are sensitive to too much branding so keep b-roll as unbranded as possible - that's what commercials are for!
Summer newsrooms are looking for content: Newsrooms are staffed differently during the summer. With far fewer producers on the clock during those months, stations are looking for more stories to cover and welcome more SMT interviews.
Choose your spokesperson wisely: Your spokesperson is key in securing interviews. While a corporate spokesperson is certainly well versed and knowledgeable, using a branded spokesperson can make a segment seem overly commercial. Working with a third-party spokesperson brings an element of authenticity to your segment. If you're conducting a bilingual tour, make sure your talent is FULLY fluent in both English and Spanish.
Deliver the segment that you pitched: If you're promising a minimally branded segment, stick to your word. SMT messaging should include little-to-no on set branding and one (1) brand mention during the interview. If a segment is over-branded, the interview could either be cut short or remain on the newsroom floor.
It is our job as public relations professionals to be able to increase a campaigns' potential to cut through the clutter. These tips are fundamental in achieving that goal.
Stay tuned for our upcoming MulitiVu panels!
ABOUT THE EXPERT: Roxanne Garcia
Roxanne began her career as a production associate in ABC's Longform Documentary Unit and later at MTV Networks. She served at the Assignment Desk team at WNBC in New York before joining MultiVu in 2014. Roxanne holds a B.A. in Liberal Studies from Florida International University and an M.A. in Media Studies from The New School in New York City.
MultiVu, a Cision/PR Newswire division, produces and places compelling content strategically across multiple channels globally to deliver targeted results and drive desired engagement. Created in 2002 from network news veterans and media relations professionals, MultiVu has grown into a content creation and media strategy company, leading in the broadcast communications industry. More information can be found on www.multivu.com.