“Pitching” to the traditional broadcast media
Here is part two of my article on broadcast journalism for lawyers and law firms:
When “pitching” news to the traditional broadcast media, remember that it has to be real news – and not self-promotion. News is information that a station’s viewers or listeners need to know in order to make good decisions about their personal and business lives. Always emphasize how your story will be of value to viewers or listeners.
In other words, news is important to people outside the law firm – not inside the firm. It often contains an additional element of new, first, best or most.
News that an associate has made partner, for example, is not likely to generate coverage. That happens all the time. News that the new partner is a deaf, orphaned, immigrant associate who worked his or her way through college and law school in the mail room at your firm might generate interest.
Make the story as easy as possible for the reporter. Never mail a press release. Call or email the right reporter with your story idea. If the reporter expresses interest, send additional information. New on the scene is the electronic press release, which includes not only background, but also direct email links to your experts as well as online links to photos, audio, video and other related news stories and Web sites. Imagine how helpful this material can be to a reporter rushing to complete a story on deadline!
Broadcast news directors and reporters like to produce exclusives – stories that none of the competitors can cover. Offer exclusives – and honor them.
Once the station has expressed interest in your pitch, time is of the essence. Broadcast news directors and reporters face multiple deadlines each and every day (with Internet publishing, the deadline has become “right now”), and are driven to feature their stories in a timely fashion – preferably sooner than anyone else. Make sure that you are actually available, at work or at home, in person or by phone (in the case of radio) to do the interview on deadline.
Think like a broadcast reporter. Television stations like stories that offer more than “talking heads.” They can be attracted to a story that includes a good visual setting, physical activity and interesting props. Radio stations find “value added” in stories with interesting sound effects (like an IP case involving recorded music).
Finally, know what you are going to say and who is going to say it – even before “pitching” the broadcast media. Practice in advance the 30-second “sound bites” you will use. Videotape and review them. Work with a media expert if necessary.
Here is a link to the complete article:
Lawyers and law firms: Broadcast your expertise, build your reputation
