Television is not dead; booking an appearance can grow your company if you do it right.
Any publicist worth their salt will tell you that TV bookings should be a meaningful part of your PR approach. Recently, a client who appeared on Good Morning America experienced a staggering 36 percent user increase in their service in just two weeks! Needless to say, the impact of a successful TV segment can be profound and immediate. Today, I’m sharing my top five tips for being a compelling guest for TV bookers and producers and nailing your interview.
1. Pics, or it didn’t happen
There’s an expression we always use in the world of television: “Pics, or it didn’t happen.” In TV, visuals reign supreme. Even in the early days of TV, President Richard Nixon understood its impact when he noted, “The American people don’t believe anything until they see it on television.” And even the late Queen Elizabeth grasped the power of visuals when she said, “I must be seen to be believed.”
Without visuals, telling your story becomes significantly more challenging. TV is inherently a visual medium, and it prioritizes images and videos. When we can send a cache of pictures and B-roll (video footage that includes establishing shots, close-ups, scenic views, and undirected footage of people or action) to support your interview, it will enhance the dynamics of your segment, engage viewers, and make producers more likely to book you!
Invest in lifestyle branding photography and videography for your business and brand, and capture as much imaging as possible at your events. A good rule of thumb is when you think you have enough footage, capture more.
2. Ask: Do I fit into the news cycle?
The media’s job is to bring their audience trending, timely topics and news. This means you need a product, topic, or expertise that can be aligned with what the news cycle is interested in at the moment.
Every trending topic has an arc to its popularity. For example, when Silicon Valley Bank collapsed, my team sprang into action. Stories like that tend to be short-lived, and we didn’t want our clients to miss the moment. On the other hand, there are trending topics with more staying power—perimenopause is a big one right now—and outlets will consistently want experts who can speak about such topics, sometimes, for even a few years. Some topics will have an arc that lasts longer than others, and a good publicist will understand where and how to fit you into that arc.
3. Be a team player
According to a 2024 DS Simone media survey, 92 percent of producers are open to being pitched to book an interview with a brand or nonprofit spokesperson. They want to work with us to book you as a guest. But they need you to meet them halfway.
As a guest, being easy to work with, adaptable, and available is crucial. While virtual interviews via Zoom remain popular, in-studio appearances—when possible—demonstrate your commitment as a team player…and, for some stations and markets, are non-negotiable. You’re either in person and on set, or the interview just doesn’t happen. Being physically present, flexible regarding scheduling, and generally pleasant to work with, is far more important than people often realize.
4. Your business should give back
Is your pitch really just an advertisement for your business? If so, you’ll have an uphill climb to get yourself booked. The best way to distinguish yourself and transform your pitch from an advertisement to a story worth telling on air is by giving back in a meaningful way. This approach bridges the gap between being an advertisement, telling a compelling story, and having a lasting impact.
If possible, align yourself with national causes. This will empower you to have a larger impact and allow us to pitch markets across the country, whereas hyperlocal giving limits our ability to pitch beyond a certain region. This strategy is especially important for those with books or products. Ultimately, aligning with significant initiatives can open more doors for TV bookings and also happens to be a great thing to do as a business owner.
5. Give memorable soundbites
Producers are constantly on the lookout for memorable soundbites they can turn into clickable—and potentially viral—moments. Craft a great list of talking points so bookers know you have something unique and unforgettable to say. Highlight what makes your packages or services special, and share something interesting that will set you apart from your peers. When you’ve got the expertise on a trending topic and can deliver a memorable soundbite, you’ll have a winning combination that will make you a dream guest.
Isn’t television dead?
Now, I can practically hear you through the screen:
“Ronica, with podcasts, social media, and digital publications, how relevant or effective is TV anymore?”
Well, I’m so glad you asked; TV is, in fact, not dead. It is still one of the most powerful mediums you can engage with, and it continues to grow. Streaming giant Roku recently announced its trajectory to reach 100 million households within 12 to 18 months. Peacock streaming saw a 29 percent increase in paid subscribers last quarter, with revenue rising 82 percent to $1.5 billion. People are clearly still watching TV—just in a different way.
Despite the large audience, the key to maximizing the impact of your TV appearance is sharing it widely—on social media, newsletters, and prominently on your website. Even amid changing viewership landscapes, TV remains influential. Make an appearance and ensure you leverage it fully by repurposing the content and expanding its reach.
Landing a TV segment isn’t just about being seen—it’s about making an impression that lasts long after the cameras stop rolling. By incorporating these tips, you’re not just setting yourself up for a great interview; you’re growing your audience while sharing your mission, brand, and expertise. TV is a powerful medium, so don’t miss your moment when it comes your way, and be prepared to make it count.