Your medical news could save lives - provided it gets past the most stringent gatekeepers. And we don't mean HMOs. We're talking about TV and radio talk show producers.
Decision makers from "Newshour with Jim Lehrer," NPR's "The Diane Rehm Show" and WashingtonPost.com's "Health Talk" were among the experts who shared their insights at a recent
National Press Club workshop, sponsored by Allhealth PR and PRSA's Health Academy. Their tips on pitching broadcast health media:
- Put a headline with your pitch letter. Then grab the producer's attention in the first two sentences.
- Answer the question: "How does this improve upon or complement what already exists?"
- If you're presenting key findings at conferences, trade shows or annual meetings, have your spokespersons carry cell phones and pagers so they're available on short notice.
- Pick spokespersons based on their ability to speak clearly and passionately - not based on titles or seniority.
- Don't try to mask any controversy surrounding an issue or product. Controversy makes good TV.
- Avoid hype and jargon. Your spokesperson should speak as though he or she were addressing a patient.
- If you're pitching TV, illustrate your story with visuals. B-roll may increase interest.
- Coach your spokesperson to speak in personal terms. Use "I" rather than "we." Weave in humor and anecdotal experiences to make the message more memorable.
- Pitch via email. It's become standard.
For a complete list of event speakers and their email addresses, email [email protected] or call 301/948-1709.