Know Your Message.
Television stations are interested in airing messages that offer mass audience appeal, exciting images and revenue opportunities. Your event or message also needs to have at least one of the following elements:
- Uniqueness—the event offers something new, unusual or exciting to the attendees: an opportunity to meet a well-known celebrity, “behind the scene” tours, a chance to be a “star” for a day, etc.
- Relevance—the topic enhances public understanding of a pressing issue: cancer prevention, domestic abuse, hunger, etc.
- Human Interest—the message is of interest to many people because it evokes a strong emotional response: terminally ill child, family in need, response to a crisis, etc.
Do Your Homework.
View the television station you are interested in. Pay attention to its format, community focus and on-air talent. Most television stations have annual themes and “pet causes.” As you are watching, ask yourself, “Does our event and message fit with this station’s focus?”
Know the Gatekeepers.
Historically, the community affairs director has been the gatekeeper for determining which events to sponsor. However, this role is shifting. Sales managers look for events that can create revenue-producing opportunities. News directors are interested in events that will give high visibility to the talent and increase news ratings.
Two effective avenues for connecting with the gatekeepers include:
Meeting with the Editorial Board—A team of station managers who review proposals and story ideas.
Call the station and ask to be scheduled as a guest at an editorial board meeting.
- When you arrive for the meeting, bring no more than one other person with you.
- Come prepared.
- Present a proposal that is no more than two pages long—do not bombard them with tons of material about your organization.
- Get directly to the point and tell the board members specifically what you expect from the station
Cultivating Relationships—This does not mean wining and dining station personnel.
Instead, look for ways to cultivate relationships by:
- Providing them with newsworthy opportunities and support throughout the year. Friendship and networking go a long way in pursuing television sponsorships.
- Respecting their deadlines and high volume of calls.
- Understanding that they are media sponsors, not event planners.
- Not expecting a lot of expensive production time and assistance.
- Accepting their decision gracefully if your event is turned down.
- Sending thank-you notes to everyone at the station who has met with you or provided services to your organization.
Good planning will make your event fit the objectives of the television industry. Focus on forming a partnership with your local television station to offer an event that has clear-cut benefits for both organizations. By doing so, you will increase your odds of getting airtime.
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Debra J. Schmidt, a.k.a. The Loyalty Leader™, leads businesses to greater customer, employee and brand loyalty. Subscribe to her free email newsletter at TheLoyaltyLeader.com
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