How to Pitch TV News

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June 7, 2005

© 2005 Progressive PR Professionals

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In a light, humorous manner, an award-winning investigative reporter shared some refreshingly candid advice and insights into the process of getting stories on local television news.

• Watch the show to get to know how it covers issues and events and to learn the beats and approaches of specific reporters.
• Find the right reporter/editor.
• Understand how to sell the story — both to the reporter and the bosses.
• Exclusives do help sell a story.
• Understand what makes a story.
• Humanize the story, make it personal... and original. "Never tell the story of humankind; tell the story of one person."
• As a source, you must be honest and trustworthy.
• Make it easy for the reporter, save them time by doing the research and having the facts and background ready.
• Make the story visual — it's TV, after all.
• Cultivate the relationship by staying in touch and keeping the reporter aware of your expertise and interests.
• Also make a point of communicating appreciation for good stories.

When you send a press release or make a pitch:

• Don't fax to the newsroom; they are usually ignored and misplaced.
• Do email, but keep it brief.
• Begin with no more than two sentences that describes the pitch, then...
• Follow with the usual: who, what, when, where, why.
• Follow up by phone. Be pleasantly persistent.
• Be sure the reporter can reach you and doesn't have to wait. Include your cell phone number on releases or on your voicemail.

Weekends are a great opportunity for community news. Simply, there is less competition. Senator Chuck Schumer, for example, has a press conference every weekend because it gets him on the news. A good person to approach is the Futures Planning Editor; there is a special Futures Planning Editor for weekends.

An interesting comparison: The New York Times has 150 reporters; the local news has 15.

Submitted by Sara Stuart and Scott Tillitt