Getting coverage on TV or radio can be a powerful way to raise awareness for your brand, event, or campaign. Unlike print or online media, television and radio offer immediacy and mass reach, with the ability to connect emotionally with audiences through sound and visuals.
However, breaking into these traditional broadcast platforms takes more than just sending a press release—it requires strategy, relationship-building, and a clear understanding of what producers and presenters are looking for.
In this guide, we’ll explore the steps to help you secure meaningful TV and radio coverage, from identifying your story angle to preparing for on-air appearances.
Understand What TV and Radio Want
Before you pitch to any broadcaster, you need to understand their content priorities. TV and radio producers are always looking for:
-
Timely news or something tied to current events
-
Local relevance, especially for regional stations
-
Human interest stories that evoke emotion
-
Strong visuals or soundbites
-
Expert commentary or unique insights
-
Audience value, such as tips, solutions, or entertainment
It’s crucial to tailor your pitch to suit their format. TV needs visual content or people who are engaging on camera. Radio needs voices that are dynamic and articulate. If your story doesn’t meet these needs, it’s unlikely to get picked up.
Craft a Compelling Story Angle
To stand out, your pitch must go beyond self-promotion. It should present a story with broader appeal. Ask yourself:
-
What makes this interesting to a general audience?
-
Is there a problem being solved?
-
Are there compelling human elements?
-
Is it connected to something timely (a holiday, awareness day, or trending topic)?
Let’s say you’re launching a new mental health app. A weak pitch might say, “Company X is launching an app.” A stronger pitch could be: “Local startup releases free mental health app to help students cope with exam stress—launch timed for Mental Health Awareness Month.”
The second pitch connects to an issue people care about, has a clear audience focus, and is pegged to a timely moment.
Build Media Lists and Target the Right Outlets
Not all stations or shows will be the right fit for your story. Research local, regional, and national broadcasters to find the ones most aligned with your message. Make a media list that includes:
-
TV stations (news desks, morning shows, lifestyle segments)
-
Radio stations (talk shows, morning drive, news programs)
-
Specific producers or segment bookers (often listed on station websites)
-
Freelance media contributors or on-air personalities
Tailor your pitch to each outlet. For example, a local radio station may want to hear how your story impacts the community, while a national TV show might focus on trends or expert analysis.
Write a Broadcast-Friendly Pitch
Broadcast producers are inundated with pitches, so your email must be short, sharp, and customized. Keep your message under 200 words and include:
-
A clear, engaging subject line
-
A one-sentence summary of your story angle
-
Why it matters to their audience
-
Who is available for interview (and why they’re compelling)
-
Your contact details and any relevant links (e.g., website, press release, media kit)
Use bullet points if needed and always mention if visuals or soundbites are available.
Example Email Pitch:
Subject: Expert Available – Local Chef Helps Families Save on Food Costs Amid Rising Prices
Hi [Producer Name],
With grocery prices soaring, local chef Maria Patel is teaching families how to make healthy meals on a budget. She’s available for TV/radio interviews this week to share easy recipes and cost-saving tips.
Maria is a great speaker, has appeared on [local news outlet], and has high-quality visuals of her dishes.
Let me know if you’d like to schedule an interview or need more info.
Thanks,
[Your Name]
[Contact Info]
[Link to media kit or website]

Prepare a Media Kit
While your pitch should be concise, you can offer additional materials in a media kit. This might include:
-
A press release
-
High-resolution photos or videos
-
Speaker bios or talking points
-
Background info on your organization
-
Links to social media or past coverage
A professional media kit shows that you’re ready and organized—qualities producers appreciate when planning a segment.
Be Available and Flexible
TV and radio move fast. If a producer shows interest, be ready to respond quickly and adjust your schedule. Flexibility can often be the deciding factor between being booked or passed over.
Make sure your spokesperson is media-trained and available at a moment’s notice. If it’s a live segment, you may have only a few hours’ notice. Have your talking points ready, and ensure your spokesperson is comfortable with the format, whether it’s a phone interview, Zoom call, or in-studio appearance.
Offer Exclusive or First Access
Broadcasters love exclusive stories. If you can offer a first interview or inside look before it’s released to the public, that’s a strong incentive. Let them know they’re getting the scoop—especially if you’re pitching a story you plan to distribute widely later.
Just make sure to honor the exclusivity window you agree upon. Burning bridges with media is never worth it.