How do we get on TV?
There are two ways to get your organization on television. One is holding a press conference and the other is a pitching a story idea, both require strategic planning and preparation to successful communicate your message.
Organizations should hold a press conference when they have something they want to announce. When you plan a press conference there is no guarantee that you will get the amount of coverage you want from local television press. Before you can send your media alert to television journalist announcing the press conference there are a lot of factors you must consider. Press conferences take planning and preparation, location time, and date are all key factors.
Use a media alert to let local television stations know that you are having a press conference. It is similar to a news release except a media alert is a memo type document. Media alerts are generally emailed or faxed, because they required a prompt response. They provide the press with information about the event and a brief explanation about why it is important. Keep the contain in the media alert skim-able so you can attract the reader’s attention. Media alerts can be sent along with invitations to the event or used alone. They are usually sent as a reminder about an up coming event.
Media alerts and pitch letters need to use the” who , what , when, where, why and how”, format to communicate. They are brief, but informative documents, explain each “w” with a short answer.
Pitch letters are more detailed, with a pitch letter just like with a media alert it’s essential to know your audience. You want to communicate your story idea in a way that your audience will understand. The purpose of a media alert is to try and get the media to come to you, the goal of a pitch letter is clearly and convincingly explain your story or segment idea.
You can start your pitch letter with a straight forward approach, which is not very impressive or use a lead. There are several methods you can use for your lead paragraph. One popular method is “Put a face on the issue with an anecdote.” This is where you open with one individual’s story.It humanizes the topic making it easier for the reader to relate to it. Putting a face on the issue is a very effective story telling method.
Another technique for the lead paragraph is to startle the reader with a shocking statistic or statement. This is another widely used technique among non-profits organizations.The last method is to pose a question which almost any reader could relate.
The second paragraph, tells the why and how. If you didn’t use startling statistics in your opening , you can use them here. The why question explains why the work your organization is doing important and how does it affect the community.
Another difference between media alerts and pitch letters is that in pitch letters it is okay to suggest other sources for the journalist, you can provide them a list of resources. You should suggest other agencies that you partner with.
When you send a media alert it is understood that your organization is essential to the story, but when you pitch a story idea, you have to explain why you are the best source to tell the story.
Be visual in your explanation, since you are pitching an idea for television. It is important to describe how your information will be visual. If you can use props or video footage this is great.
Your organization can get local television coverage by writing a convincingly media alert or pitch letter.
