You can have the best product in the world, but if you don’t have a way to tell people about it, you won’t be able to sell it. Brand awareness and recognition are key to gaining loyal customers and converting sales, but knowing how to build that awareness is another story.
One of our favorite ways to generate excitement for brands we love is featuring them on their local news with TV segments that will reach their target audience. For new and fast-growth brands, getting a product in front of thousands of people can quickly build awareness and attract customers, not to mention bolster credibility.
We’re a team of experienced publicists and former news reporters who know what producers are looking for. Here is our best advice for landing a TV spot that could elevate your brand.
1. Your subject line is key! Keep it short and compelling.
TV producers receive hundreds of emails every morning; they don’t have time to open every single one. So as they’re scanning their inbox for something newsworthy, you want your subject line to be the one that catches their eye.
Try including words like visual, interactive, and compelling. Producers are looking for stories that include all three of these elements.
Besides being eye-catching, the shorter the subject line, the better. A shorter subject line is more impactful at first glance, and it won’t get cut off in a producer’s inbox. If you’re not sure about the length, try sending yourself your pitch to see how it looks in your inbox and if it stands out from your other emails.
2. Explain why your brand matters to viewers.
It isn’t a producer’s job to do you a favor and feature your business – it’s their job to share news and information that viewers care about.
First things first, make sure you’re pitching an angle that is actually newsworthy (check out our blog about pitching timely topics). Second, use your pitch to explain how your business is impacting people. At the very least make sure you explain how the public can get involved or interact with your business (perhaps your event is open to the public, or the public can donate to help the cause, etc.).
It’s not always obvious how your product or service will be of interest to viewers, so don’t be afraid to spell it out for producers. It’s crucial that they understand this because in most cases, they are the ones writing the segment you’ll be featured in.
3. Persistence pays off: Follow up!
Because producers receive so many emails, there’s a chance that your email will still slip through the cracks even if your subject line is eye-catching.
And if your story does catch a producer’s eye, there’s a chance they’ll forget to get back to you about it, so following up can literally be the difference between getting featured or forgotten.
On the other hand, if you’ve already followed up a few times, it’s likely that they’re not interested or your timing is bad. In that case, it’s better to wait and re-pitch with a different angle in a month or two.
Producers book hundreds of morning news interviews every month, so your odds of landing a segment are good if you have a newsworthy angle, good timing, and a bit of persistence.
HAPPY PR founder Emily Richett is a master at landing and hosting tv segments. She spent most of December traveling to top markets to feature products in our HAPPY Holiday media tour and recently launched HAPPY Deals.
You can submit your brand or product for consideration in one of Emily’s segments or other TV product roundups. If it’s a good fit, we’ll be in touch!