How to Secure TV and Radio Coverage

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.

Use Timing to Your Advantage

Timing is everything in broadcast. Tie your pitch to a trending topic, breaking news, or an upcoming awareness day or holiday to boost your chances. For example:

• A fitness brand can pitch tips for getting in shape in January (New Year’s resolutions)

• A nonprofit can talk about mental health support during World Mental Health Day

• A parenting expert might offer school prep advice before fall term begins

When your story fits into the current news cycle or seasonal content themes, it’s more likely to get picked up.

Follow Up Politely

If you don’t hear back after your first pitch, it’s okay to follow up once or twice—usually 2–3 days after the initial email. Keep the follow-up brief and polite. Simply ask if they had a chance to review your pitch and if they need additional information.

If you still don’t hear back, move on and focus your energy elsewhere. Don’t burn bridges by badgering producers or demanding a response.

Promote and Repurpose the Coverage

Once you secure a TV or radio appearance, promote it across your own channels. Share the segment on social media, include it in newsletters, and add it to your website or press page. You can also repurpose clips for future campaigns or media pitches.

Sharing your success not only extends the reach of the original segment but also boosts your credibility. Future journalists are more likely to consider you for stories if they see you’ve already been featured on reputable platforms.