What are the best ways to pitch your press release to radio and TV producers?

These are salient points. Something else I consider is what’s the value of the exposure. Getting a 3 minute segment on the 10 am news is far less valuable than earning 30 seconds during the 10 pm show. Beginning with the end in mind is a best practice for any project-especially with earned media. What does success look like? Tools like Meltwater provide some insightful analytics. Figure out how you will quantify and qualify your outcomes at the beginning and back out a plan.

Lead with Value All my TV and radio appearances have come because I led with solving a problem "pain point". I studied the show and saw where I could add some value. I didn't make it about me, I made it about them. If you actually take the approach of solving a problem instead of "saving the day" it will actually allow you to go much further. Shows will continue to call you back because you don't disrupt their flow you enhance it.

And don't give in to the temptation to send a few tailored pitches to your most coveted outlets, and "spray and pray" — bulk-email — the rest. That doesn't just waste their valuable time. It increases the risk that your next email to them will be ignored... or, if you're a repeat offender, that your address gets added to their junk filters.

Welcome to the Press Release Olympics, where some hurl generic releases like confetti, praying for coverage. Now, picture the savvy athlete, researching media outlets like a seasoned competitor studying opponents. It's not just about throwing the javelin; it's about adjusting the angle for the wind. Know your target—journalists aren't catch-alls; they're discerning archers aiming for specific targets. Don't be the shot in the dark; be the calculated arrow hitting the bullseye of relevance. In this media arena, understanding their game isn't an option; it's the gold medal move. Tailor wisely, or risk being the forgotten contender in the newsroom Olympics.

In my experience there are three options that get the attention of a producer quickly: 1. Offer an Opportunity: what are you letting them in on that they might miss out on if they don’t know about it? 2. Provide a Solution: what is a common problem and how does your solution fix it or make the process easier? 3. Explode a Myth: what is a common misconception? Hold it up, then shoot it down with facts, evidence or an expert. For example, Teachers get three months off in the summer. Actually most teachers get 6-8 weeks and during that time they are expected to attend professional development to keep their teaching license, update their classrooms, and attend district training, giving them about four weeks off, like many full time workers.

Subject lines, the sizzling appetizer of emails, right? But what if we turned them into rebellious headlines? Forget clarity; make it a chaotic dance of intrigue. Keywords? Turn them into the rebels of attention-grabbing. Numbers? Make them the wild cards in the deck of unpredictability. Questions? Let them be the rebels challenging curiosity. Hooks? Turn them into the unexpected twists in the narrative of the inbox. Spammy words? Make them the outcasts in the chaos club. In this insurgency against email norms, subject lines aren't just openers; they're the rebellious overture of inbox engagement. So, ditch the formalities; let chaos compose the symphony of attention.

As a former broadcast news correspondent I’ve a few tips for success. Broadcast media needs content - audio and visual. What can you offer access to, to bring the story alive? For television everything needs images to tell the story, so what can a crew come to film and who can they talk to on camera ? So if you’ve want to talk about waste management for example, can they film at a site, see the process. They need locations, not just an bland office, so think about where you could let them film and what images they could get. If you can offer access to film you can make the story an easier choice. Radio needs audio - again think about the sounds they could record, the whirring machines, the bleating lambs, the bustling office.

I disagree with sending your press release as a pdf - this creates a barrier between the journalist & the story. Include it in the the body of your email

A voice clip, a video shot, and or imagery are also important and are highlights and get the producer's attention, and are more newsworthy to include with the press release.

Subject: Compelling Press Release for Your Consideration Dear [Name], Our press release offers a dynamic narrative with broad appeal to captivate your audience. Key points: 1. Engaging: Delivering content that stands out and resonates with your viewers. 2. Diverse Topics: Ensuring a wide-ranging appeal for maximum audience engagement. 3. Easy Review: Attached is the press release in PDF format for your convenience. 4. Visual Assets and Testimonials: Available on request to enrich your coverage. 5. Interview Opportunity: Let's discuss how this story can be a valuable addition to your programming. Can we schedule an interview? Looking forward to the possibility of collaboration. Best regards, [Your Name] [Your Contact Info]

Newsrooms receive hundreds of pitches, releases, and ideas each day, so it's critical to break through the noise. After you send your pitch or release, call 1-2 days later—especially if you're trying to secure live event coverage. TV stations assign lots of segments the day of, so on the day of your event, call around 8-9am (before the news team has their planning meeting) to follow up one last time. Let your contact know what's happening and offer your cell phone so that, if they decide to cover the event, they can easily contact you to coordinate interviews or ask other questions.

Following up with targeted communication (as indicated above, "know your target") is important but it doesn't always need to be via phone. Maybe it's a text message, Tweet, DM, etc. This article makes the point below about the need to build a long-term relationship. Knowing the preferred contact method for a reporter or producer will help you build that relationship.

It’s worth knowing the wider landscape that your release is in. For example, what else is going on in your sector, has there been any debate, controversy, political stories etc about the subject you want to pitch on. Placing your story idea in that wider landscape can help get buy in from a journalist.

This should be the norm but I can tell you that soooooo many young people I have hired are not at all interested in using the phone for a "call" They think I am out of touch as I want to speak with another person. They would prefer to tweet or text, anything but talk!

Picture this: timing is everything, just like that perfect punchline. After your email pitch, don't pounce like a hungry cat; give it a day or two. Call during the golden hours, not when they're drowning in coffee. Be smooth, like James Bond ordering a martini. Introduce yourself with flair, summarize your masterpiece, and explain why it's their ticket to stardom. Confidence, yes; pushiness, no. Remember, you're not trying to be their annoying ex—be the charming lead in their show, not a plot twist they regret.

This is accurate. As one of those producers, we might see the story you don't. Most important, though, tell us why the story matters to our audience. You'd be surprised at how often that does not happen.

Press releases serve the main purpose of sharing your announcement as the benefit of "news." Flip the narrative - You're not necessarily getting your press release on air. You're providing a newsworthy component that the journalist's readers, viewers, and listeners will find interesting, i.e. an event they'll attend, a product that solves a problem, advice they can utilize, etc.

Think outside the box. The smartphone has become the new remote control, with that said the pitch can also include doing an after-show interview or a live social media segment. When I worked with a client she did a segment on air and a live Q&A on Facebook. Remember television news stations want to win their audience on the big screen(TV) and small screen(phones).

Building relationships with media professionals takes time, so stay persistent and continue refining your pitch based on feedback and past experiences.