There’s no better way to develop your PR skills than hearing what makes a great story or pitch directly from a journalist.
At The Flywheelers, I’m surrounded by a wealth of PR experience and knowledge. But what’s made the biggest difference to my media relations skills is being actively encouraged to attend sessions with leading TV and radio journalists, learning how they like to operate, how best to pitch to them, and how to secure great coverage for our clients.
These ongoing insights have helped us refine our approach to broadcast media, ensuring we deliver real media value and position our clients as credible thought leaders.
Here are the key lessons we’ve learned from these sessions:
How to identify and target the right broadcast journalist
Before pitching, we first need to identify the most appropriate contact. Which journalists have covered my client’s sector before? Who is the most relevant journalist from my target outlets? Does this journalist want stories for their news bulletins, or are they looking for expert guests? These are all questions we need to ask ourselves.
Sending press releases to a journalist who doesn’t feature news won’t secure coverage. If anything, it’ll annoy them, and that could harm the relationship when it comes to future pitches. Some teams, like Sky News, have a planning team devoted to scheduling interviews and gathering expert perspectives.
Why timing and relevance are critical for broadcast coverage
TV and radio schedules are often locked in the day before, so proactive pitching is essential. Unless it’s breaking news, you’ll need to pitch days or even weeks in advance.
For example, a producer from Times Radio explained that there are more opportunities for creative pitches when Parliament goes into its summer recess. Whereas Tessa McCann from CNBC highlighted how it is more difficult to secure proactive coverage when companies release their earnings each quarter.
Timeliness is key. And that’s why we always show in our pitches why this news is relevant to what’s going on now and why our client is the best person to speak on it.
How to pitch broadcast stories clearly and effectively
When it comes to developing your pitch, every journalist I’ve heard from has said the same thing – Keep. It. Simple.
Journalists receive a huge number of emails from PRs hoping they’ll feature their client. So, whether we’re pitching a thought leadership article, interview or news via a press release, concision and clarity are key.
Our job is to give the journalist everything they need. They shouldn’t have to do further research to get the full context. So, beyond the news hook, we make sure to include background on the topic and our client, any visuals we can offer, and previous videos of our clients appearing on broadcast to show how they come across.
How to prepare for broadcast interviews and on‑air appearances
Securing a broadcast slot is just the beginning. We make sure to brief our clients thoroughly to help them prepare to make the best of the opportunity.
And while we certainly don’t want them to be unprepared when they turn up for the interview, one of the great tips we’ve learnt from our sessions with lead broadcast journalists is that it’s just as important to ensure they’re not overprepared either.
Many TV and radio stations won’t script or share their interview questions beforehand. While this can make some people nervous, we encourage our clients to see it as an opportunity to platform their expertise. This is where you can showcase their true value as a thought leader, not just a salesperson.
How to approach studio‑based and remote broadcast opportunities
Zoom interviews are still common, but journalists prefer in-person when possible. Of course, this doesn’t mean they’ll turn down a video or even an audio interview with an exceptional thought leader, but we know the importance of having our clients’ availability for both remote interviews and for invitations to the studio itself.
Want to make broadcast media work harder for your brand?
Reach out at [email protected] to talk about how we can help you use broadcast media to grow your influence.
Frequently Asked Questions
What is broadcast media coverage?
Broadcast media coverage refers to appearances or mentions on television and radio, including interviews, expert commentary and news segments. It offers high visibility through trusted channels and allows audiences to hear directly from business leaders and subject‑matter experts.
How do companies secure broadcast media coverage?
Companies secure broadcast media coverage by offering timely, relevant stories and credible spokespeople who can clearly explain complex topics. Targeting the right journalists, pitching early and aligning with current news or trends significantly increases the chance of securing airtime.
How should spokespeople prepare for broadcast interviews?
Spokespeople should prepare by understanding the key topic, clarifying the main messages they want to communicate and being ready to respond naturally to questions. Broadcast interviews reward clarity, confidence and expertise rather than scripted answers.
