3-point checklist for getting your client on TV

The basic questions that TV producers working in financial news ask when deciding on a guest.

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In effect, it’s the checklist that gives producers what they want. You might think it elementary, but many producers accuse PR professionals of pitching sources and ideas that don’t gel with their show’s format. It makes sense. We sometimes become so consumed with what we want while pitching the clients’ products and ideas that we don’t consider what works for the medium.

These are the three questions to address when developing a pitch for almost all TV interviews about financial news.

1. What’s the news hook?

Finding the news hook is simple. Ask: What is everyone talking about, and how can I relate it to the client’s business? It’s obvious but often overlooked.

Financial services PR pros are essentially idea brokers. Aside from perhaps a mutual fund, we are all peddling a point of view, not a product. It’s in packaging those ideas a certain way that makes it palatable for a TV producer, who wants an idea that’s driven by the news of the day.

This is where your training comes into play. Align the headline with your client’s business strategy and investment philosophy, and you’ve markedly increased your chances of securing the hit.

2. Who’s the face?

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