NEW YORK - Judging by the standing-room-only crowd at the Publicity Club of New York's "Working with Morning Show TV Producers" luncheon, even seasoned PR professionals have yet to crack the code for getting their clients represented on the nation's morning talk shows.
"It does seem to take awhile to establish a working relationship," said Roberta Grapperhaus, a communications consultant whose clients include the dance troupe, "Dancing in the Street." "Right now, I'm just happy when someone calls me back to turn me down."
Part of the problem is the ever-changing nature of the medium itself, said speakers at the Oct. 8 event.
Time, or lack of it, often leads to overlooked story ideas and other missed opportunities, according to the luncheon's panel of TV producers, including Antoinette Machiaverna of "The Today Show," Patty Neger of "Good Morning America" and Sonya Armstead of "Good Day New York."
There is also a lack of rules governing what stories are plucked to greet bleary-eyed audiences.
"We chose everything and anything according to our needs of the day and our whims," admitted Machiaverna who called her show's review process "casual and loose."
"Don't ask us why we pass on anything, because we don't know," said Machiaverna. "Things happen too fast."
So where does that leave PR professionals, except in the dark?
To hit daylight, it is best to research the morning shows as one does a favored stock. Watch the show as often as possible. This will help you determine which stories to pitch, let you become familiar with the tone or focus of the show (and any subsequent changes, such as new segments), and favorite topics of the show.
In fact, knowing a show's high priority subject matters, as well as understanding its audience, is probably the best way to get your pitch noticed and on the air.
The Pitch Protocol
For example, if you are pitching a story to "Good Day New York," it will be a waste of paper unless your idea deals with the real New York, said Armstead, whose show is in constant need of health, fitness, finance, entertainment and family issue stories.
"We're very interested in community stories," said Armstead. "We try to be the link for New York." (Indeed, companies with a strong New York presence sent associates to the luncheon. They included PR agencies such as Burson-Marsteller and Porter Novelli, corporations such as Charles Schwab and even non-profits, including Volunteers of America of Greater NY.)
"If Brenda from the Bronx can relate to it, then it's a good story for "Good Day New York," Armstead added.
At "Good Morning America," women's health issues hold power, said Neger. "Studies show our viewers are hungry for medical stories, both taped and live." Good prospects include giving the show a heads up on a future Food and Drug Administration approval or suggesting a story on new surgical treatments or devices.
Once you have a sure-fire topic, carefully craft your pitch. It should be concise, clearly stating why your idea should be put on the air and why the show's viewers would want to see it. Identify your client and his or her expertise (if applicable), advised each of the luncheon's featured producers.
Next, carefully calculate when you will send your story idea. A lead time of four to six weeks is sufficient, unless you are pitching breaking news. Any more than six weeks of lead time is counter-productive to the PR professional's goal of getting their client a spot on the show, agreed the producers.
For breaking news or exclusives, always state your deadline and how long you will wait for an answer. "If it's a big story, I can get you an answer in five minutes," said Machiaverna.
Entrance into the world of morning shows by PR professionals is possible, and not as rare as it may sometimes seem. The key to success is attention to detail. Know the show you're pitching as well as its producers do. A broad, unfocused approach will relegate a pitch to the recycling bin.