{"id":24175,"date":"2025-05-27T16:59:32","date_gmt":"2025-05-27T21:59:32","guid":{"rendered":"https:\/\/www.pancommunications.com\/?post_type=insight&p=24175"},"modified":"2025-10-28T10:55:00","modified_gmt":"2025-10-28T15:55:00","slug":"what-tv-producers-want-from-broadcast-pr","status":"publish","type":"insight","link":"https:\/\/www.pancommunications.com\/insights\/what-tv-producers-want-from-broadcast-pr\/","title":{"rendered":"What TV Producers Really Want Today\u2014And What That Means for PR Pros"},"content":{"rendered":"\n

At a recent PRSA-NY media meet and greet, producers from Bloomberg, CBS, and NBC\u2019s Today Show<\/em> gathered to pull back the curtain on what they really want from publicists and, maybe more importantly, what they can\u2019t stand.<\/em> The conversation revealed more than just pitching preferences. It exposed deeper macro shifts shaping modern media relations.<\/p>\n\n\n\n

Related Read \u2013 <\/em>The New Definition of \u201cTop-Tier\u201d Media<\/a><\/strong><\/p>\n\n\n\n

As shrinking newsrooms meet skyrocketing content demands, the panelists shared a clear message: Landing a segment in today\u2019s environment isn\u2019t about who you know, it\u2019s about how well you know them<\/strong>. Below are five key themes from the panel that every PR professional should internalize and act on.\u00a0<\/p>\n\n\n\n

1. Relevance Over Relationships<\/strong><\/h2>\n\n\n\n

Gone are the days when name-dropping or familiarity guaranteed a booking. While relationships still matter, producers emphasized that relevance now reigns supreme. Each panelist shared examples of receiving pitches that clearly hadn\u2019t accounted for the tone, segment, or editorial direction of their specific show or hour.<\/p>\n\n\n\n

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Don\u2019t pitch politics to a wellness segment…If you\u2019re not even watching our show, it shows.<\/em><\/p>\n<\/blockquote>\n\n\n\n

A common frustration: receiving political pitches for wellness segments or economic analysts pitched to entertainment anchors. <\/p>\n\n\n\n

\u201cDon\u2019t pitch politics to a wellness segment,\u201d one producer said. \u201cIf you\u2019re not even watching our show, it shows.\u201d<\/em> <\/p>\n\n\n\n

For PR professionals, the takeaway is clear: do the work. Producers aren\u2019t just scanning for newsworthiness. They\u2019re looking for signs the publicist understands their beat. Pitching should reflect an awareness of not only the outlet, but the segment, anchor style, and audience expectations. This could mean referencing a specific segment name, noting an anchor\u2019s recurring guest types, or even citing a recent segment as a parallel.<\/p>\n\n\n\n

Producers shared that when a pitch mentions something like \u201cThis could be a fit for your \u2018She Made It\u2019 franchise,\u201d or \u201cWe saw your segment last month on cybersecurity spring cleaning and thought this story could build on that.\u201d It immediately builds trust. These kinds of details show that you\u2019re a viewer and not just someone working through a media list.\u00a0<\/p>\n\n\n\n

2. Visuals Are Make-or-Break (Unless You\u2019re Bloomberg)<\/strong><\/h2>\n\n\n\n

In the world of broadcast, visuals are everything.<\/p>\n\n\n\n

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If it doesn\u2019t grab attention, it\u2019s not going to stick.<\/em><\/p>\n<\/blockquote>\n\n\n\n

Producers from CBS and NBC both heavily emphasized that even the most compelling guest or story idea often gets passed over if it lacks strong visual potential. Whether it\u2019s B-roll, demo props, or broadcast-quality product footage, a visual hook dramatically increases the odds of getting greenlit.\u00a0<\/p>\n\n\n\n

One producer noted, \u201cSo many stories are great for print, but we have to imagine a viewer watching while getting ready for work. If it doesn\u2019t grab attention, it\u2019s not going to stick.\u201d<\/em> <\/p>\n\n\n\n

That said, Bloomberg, rooted in charts, data, and financial analysis, treats visuals differently. For them, visuals are often unnecessary, and sometimes even a distraction. The priority instead is clarity, accuracy, and the ability to go deep on complex subject matter. It\u2019s a reminder that understanding each outlet\u2019s format and editorial DNA is everything. A flashy lifestyle pitch might soar with TODAY <\/em>producers <\/em>but completely fall flat for Bloomberg Surveillance.<\/em> <\/p>\n\n\n\n

3. The News Cycle Is Unforgiving. Prepare Accordingly<\/strong><\/h2>\n\n\n\n

A sobering reality for PR pros: even the most thoughtfully coordinated segments can be bumped at a moment\u2019s notice. All three producers confirmed that breaking news often derails previously confirmed guests, regardless of planning or logistics. <\/p>\n\n\n\n

One producer recalled bumping a guest who was already on set<\/em> after a news alert about Trump broke mid-show.<\/p>\n\n\n\n

\u201cNobody wants to avoid bumping a guest more than the producer,\u201d they said. \u201cBut we work in live TV, we don\u2019t have a choice.\u201d<\/em> <\/p>\n\n\n\n

This reinforces the importance of flexibility and empathy in media relations. Teams should proactively manage client expectations, build media training into every opportunity, and remain adaptable. In many cases, how PR teams respond to a last-minute cancellation can either strengthen or damage a media relationship.<\/p>\n\n\n\n

Related Read \u2013 <\/em>Client Considerations When Discussing the Election: A Note from Chief Client Officer of PAN, Darlene Doyle<\/a><\/strong><\/p>\n\n\n\n

4. Email Lives On But Lazy Follow-Ups Don\u2019t<\/strong><\/h2>\n\n\n\n

Despite the rise of DMs, LinkedIn messages, and Slack-like backchannels, email remains the preferred method of contact for most producers. That said, irrelevant or mass-blasted follow-ups continue to be a major turnoff.<\/p>\n\n\n\n

One panelist recounted receiving six follow-ups for a pitch about a topic they don\u2019t even cover, while the others noted that generic greetings or obvious Cision blasts only hurt a publicist\u2019s credibility. They further went on to stress that while the initial pitch should come through email, relationship-building can open the door for texts or calls once<\/em> trust has been earned.<\/p>\n\n\n\n

The best ways to build and earn this trust are consistently sending on-target, high value pitches, respecting their time, and delivering spokespeople who show up prepared. Once those patterns are established, producers are far more open to a quick response to a call or text when something urgent arises or an exclusive falls in your lap. The move off email typically happens organically, but it almost always starts on the producer’s terms, after you have demonstrated reliability.<\/p>\n\n\n\n

Lastly, publicists should also try to focus less on gimmicky subject lines and more on clear, timely, and audience-specific outreach.<\/p>\n\n\n\n

5. Substack, Reddit, and Niche Media Matter More Than Ever<\/strong>\u00a0<\/h2>\n\n\n\n

Perhaps the most critical insight came when producers were asked where they look for inspiration outside of their own networks. Instead of citing legacy outlets, many pointed to Substack newsletters like Alex Konrad\u2019s Upstart Media or Alex Kantrowitz\u2019s Big Technology, Reddit forums, and lifestyle micro-influencers. <\/p>\n\n\n\n

\u201cThere\u2019s more authenticity on Reddit than you\u2019ll find on most platforms,\u201d one panelist noted. <\/em> <\/p>\n\n\n\n

Another shared that they regularly shop Substack gift guides and follow niche business writers who provide deeper context than traditional news hits. For PR professionals, this signals a clear shift: earned media is no longer confined to major networks or publications. There\u2019s power in building relationships with credible voices on non-traditional platforms, especially when those platforms influence mainstream media consumption.<\/p>\n\n\n\n

Related Read \u2013 <\/em>Non-Traditional Media Is Booming: Are You Speaking Where Your Audience Is Listening?<\/a><\/strong><\/p>\n\n\n\n

What This Means for PR Today<\/strong> <\/h2>\n\n\n\n

The conversation made one thing clear: Today, media relations requires more than persistence; it demands precision<\/strong>.<\/p>\n\n\n\n

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We’re your biggest advocates, but only if you make it easy for us to be.<\/em><\/p>\n<\/blockquote>\n\n\n\n

From knowing a producer\u2019s exact segment needs to anticipating visuals and breaking news, publicists must adapt their approach to match the ever-evolving editorial environment.<\/p>\n\n\n\n

As one producer put it, \u201cWe’re your biggest advocates, but only if you make it easy for us to be.\u201d<\/em> <\/p>\n\n\n\n

At PAN, this is where we thrive. We don\u2019t just build press lists, we build partnerships. We don\u2019t just pitch stories, we craft narratives aligned to audience needs, news cycles, and network dynamics. And most importantly, we never forget that at the heart of media relations is a shared goal: telling stories that matter, when and where they matter most.<\/p>\n\n\n\n

Looking for more resources that share how you can build up, and measure, your PR efforts?<\/strong> Give these a look!<\/strong><\/p>\n\n\n\n