Inside the Broadcast Newsroom: PR Insights from 72Point’s Meet the Media

Last week, Front Door Rubie headed off to the big smoke to 72Point’s Meet the Media event, where ITV’s Katie Robertson shared valuable insights into what broadcast journalists are really looking for. From the dos and don’ts of pitching to the best programmes to target, Rubie has rounded up the highlights.

Pastries, granola and ginger shots aside, 72Point’s Meet The Media event left me with plenty of food for thought. Whether they were helpful reminders or unique insights into the workings of the broadcast media world, these are my highlights:

• Always target your press releases: Especially if you are planning to follow up. Sending out mass pitches every time you send out a press release will very rarely deliver when trying to secure broadcast coverage.
• Make sure you have a story: And that you are not just asking them to promote a brand. While this may be what your client wants, it won’t work. Instead, pitch them a compelling story and be honest about the fact that your client will want a quick mention.
• Keep it short and get to the point: Journalists receive hundreds of emails a day from PRs and colleagues – they don’t have the time to wade through paragraphs to find the key points. Don’t be afraid to put the important details in bullet points and remember to keep it concise.
• Be strategic about visuals: Every broadcast journalist will tell you about the importance of b-roll for a piece, and generally, you should leave this to the journalist. There are only a few occasions where a news show would use external footage such as on-the-ground footage of a natural disaster or hard-to-reach places, like outer space.
• Tailor your pitch for the right news slot:
  • The lunchtime team presents the day’s unfolding news, reporting on the breaking news of the day. Typically, this news programme only has one feature piece so they might not be the best place to pitch.
  • The ITV evening news has a more domestic focus, with the aim to portray the news of the day in an accessible way, often with a slot at 7pm for a longer piece.
• Morning shows: They may not be the first shows you think of when it comes to news programmes but shows like Lorraine and This Morning are great ways to get your clients’ stories out there.
• Breaking news could always get in the way: Even when a piece has been filmed and edited, breaking news could mean your segment is pulled from the schedule. In the best-case scenario, your piece could run on another day but prepare your client that even though everything has been filmed, the news agenda is always subject to change.
• Build relationships with journalists before pitching: Getting to know a journalist and understanding the sorts of stories they are looking for will ensure you are pitching relevant stories to the right places. And will ultimately give you the best chance to secure coverage for your client.

Ultimately, great PR is about pitching interesting stories about interesting people. Keep your outreach smart, succinct, and tailored, and you’ll stand a far better chance of getting your story on air.

Last year, Front Door Beth headed to Brighton SEO to learn more about the latest happening and updates in the world of SEO- learn more about her insights here.