In today’s fast-paced, digital-first world, TV might seem like a traditional or even outdated platform for public relations. However, it remains a powerful tool, especially for small businesses and brands looking to build a presence. Local TV stations connect with audiences in meaningful ways, often serving as trusted sources for news, entertainment, and community affairs. By leveraging TV, brands can gain valuable exposure, establish credibility, and foster a deeper connection with their community.
So what’s the best way to work with TV stations?
Understand the value of TV exposure
Local TV stations are deeply ingrained in the fabric of their communities. They cover news, human interest stories, and local events that resonate with their viewers. For smaller businesses, this is an opportunity to reach a highly engaged audience who are more likely to be interested in local products and services. Moreover, TV provides a sense of credibility that digital ads or social media posts may not always offer. When your business is featured on TV, it signals to viewers that you’re a trustworthy, established part of the community.
Identify the right story angle or ‘hook’
The key to getting coverage on TV is finding the right story. News stations are constantly looking for content that informs, entertains, or inspires. It’s not enough to promote your business outright—you need to tie your pitch to something newsworthy.
For instance, if you’re a restaurant, you might pitch a segment around healthy eating during the holiday season or showcase special recipes for an upcoming local event. If you run a gym or wellness studio, perhaps you can offer tips on staying fit during the holidays. Think about what you can offer the community and how your expertise or product can fit into a larger conversation.
TV stations also love stories with a human element. If your business supports a charitable cause, hosts community events, or is involved in a local initiative, that can be a great angle for local TV. These types of stories resonate because they show how you’re contributing to the community beyond just offering products or services.
Develop strong relationships with producers and journalists
Just like any form of PR, building relationships with local TV producers, anchors, and reporters is crucial. Research the stations and shows that are most relevant to your business. Reach out to the producers responsible for these segments and introduce yourself. Be professional and concise – journalists receive countless pitches, so it’s essential to make your point quickly while offering real value.
Once you’ve established a connection, maintain it. Follow up after sending your pitch, be responsive to their needs, and stay available for future opportunities. Over time, as they come to see you as a reliable source, you’ll increase your chances of being featured regularly.
Pitch with precision and purpose
Your pitch is your foot in the door, so it needs to be crafted carefully. First, make sure your story is relevant to the audience and aligned with the station’s content. A pitch should be concise, ideally under 150 words, and clearly convey why your story matters and why it should be told now. Include any visual elements that could enhance the segment, such as demos, live interviews, or event footage, as TV relies heavily on visuals.
When possible, tie your pitch to current events or upcoming holidays. If your business is hosting an event, launch, or sale, pitch it as a community happening, especially if it involves local residents or organisations. The more you can frame your story around community engagement, the more likely it is to catch a producer’s attention.
Prepare for the spotlight
Once you’ve secured your spot on TV, preparation is key. First impressions matter, especially on television, so ensure you’re fully prepared for your segment. Practice delivering your message concisely and confidently. If you’ll be speaking live, anticipate possible questions and be ready to provide clear, helpful answers. If it’s a pre-recorded segment, make sure your soundbites are sharp and memorable.
Also, consider the visual elements. Will you be showing a product or demonstrating something on screen? Think about how to present these elements in a way that will be engaging for viewers. TV is a visual medium, so make sure whatever you’re showcasing looks its best on camera.
Maximise the impact of your appearance
Your TV appearance doesn’t end when the segment airs. Leverage it by sharing the coverage across your other marketing channels. Post the segment on your website, share it on your social media platforms, and include it in email newsletters. This extends the life of the TV coverage and helps you reach a wider audience beyond the TV viewership. Additionally, mention your TV appearance in future pitches or marketing efforts. It adds to your credibility and reinforces your position as an expert or trusted brand in your field.
TV is an invaluable PR resource for brands looking to connect with their communities. By crafting the right story, building relationships with TV producers, and preparing thoroughly for your appearance, you can unlock a powerful platform for building brand awareness and trust. When used effectively, local TV coverage not only amplifies your message but also roots your business in the heart of the community.
