BEYOND THE BASICS: Broadcast Media

Broadcast media, such as television and radio, require special consideration because of their unique information formats. The following suggestions will help you work effectively with these outlets

While gaining television and radio coverage of your campus events should be your first priority, there are also other avenues you can explore to gain broadcast exposure for the Raise Your Voice Campaign. Most notably, you can work to get a campaign spokesperson to serve as a guest or commentator on a local television or radio program. Remember that people being interviewed do not make for engaging television unless the individual has a dynamic personality and charisma, so chose your spokespeople wisely.

You can also increase your chances of obtaining coverage of the campaign by recognizing the different kinds of television programs and offering producers a story that fits the appropriate format. Some of the types of shows that can be approached include:

• News programs, such as the local and national TV and cable news. These programs look for short feature segments of interest. Local shows obviously prefer a local connection.

• Public affairs shows, are generally produced by local television and radio stations and are hosted by television news anchors or reporters. Segments on these programs are often longer and may involve live interviews.

To explore opportunities to appear on television and radio shows, begin by contacting the producer – the individual who usually decides who the show’s guests will be, especially at larger stations. At smaller stations, the hosts are often their own producers and should be contacted directly.

The following are some suggestions for approaching and working with radio and television news or talk shows:

1) Listen or watch the targeted program before calling to promote yourself or a story about your school’s involvement in Raise Your Voice. A producer is more likely to book you (or a spokesperson) for an appearance if, in addition to having a good story and being an interesting guest, you can demonstrate a familiarity with the program and target audience. Pairing up with a community leader or college president will increase your chances of being booked.

2) Do not hesitate to suggest an idea to a station’s producer or news director. Most stations are seeking timely subjects and interesting guests to fill time.

3) Be brief. Explain who you are, why you are calling, and why you would make a good guest on a show. Describe any experience that would distinguish you as a knowledgeable source. Offer to make an appearance in person or over the telephone.

4) If a producer or program director is interested, you may be asked to send some background information about yourself, your topic and the campaign. You may also want to provide a fact sheet about the campaign and a list of 10 to 15 suggested questions the host may ask about your topic.

5) If you appear on a call-in program, arrange for two or three supporters to call in with prepared questions. This will ensure that you have an opportunity to make your key points.

6) If journalists or producers are not interested, thank them for their time, get off the phone, and call the next media contact. Do not argue or try to convince the contact that you deserve his or her immediate attention.

7) Follow up your initial contact with a second telephone call and/or a note. Persistent follow up can help increase your success rate. Just remember not to be an annoyance. If you don’t receive a response, continue to stay in touch by sending news clips and articles that demonstrate the importance of the campaign in the community.