When planning a TV PR campaign, it’s important to keep in mind that while you should of course strive to create content that is interesting for your audience, you also need to make sure that content is interesting for the broadcaster.
First and foremost, TV stations need to make sure what they air is of high quality. If people turn off, it can be a death sentence for them. So everything that gets submitted is subject to rigorous scrutiny.
If your story isn’t good enough, it won’t get on air.
This goes double for TV, where there must be an engaging story alongside visuals. If one side is weak, it puts the entire campaign in jeopardy.
You have to plan your campaign based around the broadcast methods you’re using; if you try to spread one method over radio and online and TV, for example, it won’t work. Each route to coverage requires its own unique methodology, they have their own needs, their own demands, and their own positives they can bring to your brand.
In the case of TV, you have to make your story visually exciting as well as editorial. If done well, it can be a fast way to more brand recognition and a better view of your business. So here are some guidelines to keep in mind when planning a TV PR campaign:
1. You have to understand who you’re pitching to. Think about what different programmes need, and what makes them distinctive. Think about what this specific station will respond to, what their viewers will want to see. Tailor everything from the very first idea to the finished product to your audience and your broadcaster.
2. Don’t stick to the script. If you’re on TV talking about a topic, you need to be an expert on that topic, in case the interviewer decides to change tactics. Have the confidence to know that you can handle anything they throw at you, and that if your script is getting in the way of your argument, you can drop it. A more animated interview makes for better TV anyway, so don’t be afraid to take it in a different direction if it means you can make it more interesting.
3. Planning ahead is crucial. Think about what else is coming up in the calendar, if big political or sports events get in the way, your story may get dropped. But you’re not psychic. You can’t plan for everything. Luckily though, you don’t have to. Controversial or outright negative stories break and develop all the time, if you can edit your content to address or highlight things in a relevant way, you can take advantage of the ever-changing media landscape.
4. Spokespeople make any content more relatable, giving your brand a face people know and trust. Even if the audience isn’t interested in the story, they’ll still watch if they know who’s on screen. Check out our tips on finding the right spokesperson for your PR campaign.
5. Be careful of too many brand mentions on air. It’s not an ad, you’re there to sell a story, not your product. If the story is strong enough, people will remember who brought them such important or interesting information.
TV Relations can help you plan, prepare, and practice for the big day, making sure your interview goes smoothly:
TV can be an incredibly effective and powerful way to get noticed. If you’re considering doing a TV PR campaign, call us for a free consultation on 020 7158 0000.