Collaborating with broadcast producers and reporters is crucial for amplifying your message and expanding your media presence. In this post, we’ll explore expert tips from Susana Guzman, CBS Los Angeles producer, on how to pitch effectively to broadcast media.
I recently hosted an “Ask Me Anything” (AMA) session with Susana Guzman, a producer at CBS Los Angeles (KCAL News), to learn best practices for working effectively with broadcast producers and reporters. Here’s a recap of the key learnings from the session:
Crafting an Irresistible Broadcast Pitch
Your pitch is your first impression, so make it count. Producers, like Susana, often share pitches with their news team for approval, so your pitch must be compelling. Consider offering the following items in your pitch to capture the attention of a broadcast producer:
- Health and consumer stories: These are highly favored by viewers. Stories about apps that make life easier or timely shopping tips (e.g., Christmas deals) are particularly engaging.
- Local angle: While national correspondents cover broader topics, local reporters prefer stories with a local spin. Ensure your pitch highlights any local relevance by offering an interview with a company or consumer based in the area.
- Visual assets: High-quality visuals can significantly impact a segment’s appeal, driving viewer interest and retention. While statistics may be effective for a content writer, their use may have the opposite effect and lose a viewer’s interest. Instead, offer B-roll videos or compelling photos to capture viewers’ attention and enhance the storytelling experience, making complex information more understandable and engaging.
- A personable spokesperson: When considering a spokesperson, the first thing a producer may do is watch videos to assess on-camera presence. Producers look for individuals who not only articulate their message clearly, but also display confidence, charisma, and a natural rapport with the viewers. A compelling video performance can significantly influence a producer’s decision, as it indicates the spokesperson’s potential to deliver a captivating and memorable segment.
Additionally, keep the pitch concise, avoiding long, dense paragraphs that feel like a chore to read.
Timing Your Pitch: Catching Them at the Right Moment
When you pitch is just as important as what you pitch. Hit the sweet spot by aiming to pitch before noon, since producers often clock out by 1 PM. This increases the chances your email will be seen and considered.
During major events, newsrooms can be inundated, making it essential to adjust your approach. If a big story breaks, like the Crowdstrike outage or another major event, give the newsroom a few days to catch their breath before pitching your story. Ideally, wait until mid-week after a big weekend event. For example, if something happens on a Saturday, waiting until Tuesday to pitch can be more effective.
Following Up
A good follow-up can be the cherry on top of your pitch. A follow-up email should be brief and direct, reiterating the key points of why the story is valuable. Think of it as a gentle reminder, not a persistent knock on the door.
A well-timed and thoughtful follow-up shows your dedication and can help secure the reporter’s attention for your story. It’s all about showing you care without coming off as desperate.
Building Relationships
Long-term relationships with reporters are built on trust and mutual benefit. Delivering stories that are relevant and engaging is crucial, especially the first story with a reporter, which sets the tone.
Once you have worked with a reporter or producer, continue consistent communication by sharing new story ideas with them to maintain the relationship. However, avoid overloading the reporter with follow-ups or excessive details. Once you establish a rapport, a brief text can flag an important email. For example, a simple message like, “Hey, I sent you an email about a cool new app that might interest your viewers,” can keep your pitch on the reporter’s radar without being intrusive.
Working with broadcast producers and reporters requires a blend of timeliness and relevance. By understanding their workflow, crafting engaging pitches, and building strong relationships, you can boost your media presence and ensure your stories get the spotlight they deserve. Remember, successful media engagements are more than just pitching a story – they’re about creating a narrative that resonates with the reporter and their audience.