Top four media relations’ tips for live TV
I’ve always found live television a little mystifying.
The inviting set, complete with cushy furniture and a pleasant background, presents to the nation just one frame of what is otherwise a chaotic studio.
The wire cobwebs of tech equipment are almost always out of camera shot on live TV. A mess of tangled cords would look out of place on a ‘perfect set’ – besides it would ruin the magical illusion that is television.
Recently, I had the experience of watching TV One’s Breakfast from a front row position inside the TVNZ studios. A conversation with the presenter of the weekly gadget segment, led to one of our clients, Asnet Technologies, debuting their clever new VGo ‘telepresence’ robot on national television.
While the VGo robot was on-screen for less than five minutes, it took a lot of planning to get it there. Here are some key learnings.
1. Make it as easy as possible for your client/product/story to be covered.
Producers are inundated with PR pitches every day and therefore have numerous choices when deciding what to cover. Once they decide to cover whatever it is you are pitching, it is vital to be prompt, efficient and helpful in your communication. Be sure to give them all the information they require in a timely manner. TV works to tight deadlines and at a quick pace – if you cannot get them what they need quickly enough, they will ask somebody who can, which could mean your client misses out.
2. Accept it might not all go to plan.
Just as boy scouts are ‘always prepared’, a PR pro should always have a back up plan. In our case, the expectation of a ‘live’ product demonstration was, for various reasons, not an option on the day. Luckily we already had some great footage of the VGo robot in action and were still able to show off everything viewers would have seen in a live demo. Sometimes you’ll find that nothing goes to plan, so be ready to think fast and find solutions.
3. Be flexible.
You need to be aware of the requirements and constraints of television. Don’t be too difficult or demanding. Producers understand that your job is to put forth your client in the best light, but it is important that you are also sympathetic to their obligation to make television engaging. Listen to the suggestions made to you by the producer – they know what does and does not work on-screen. Pitch your ideas and angles by all means, but understand that you cannot control exactly what happens on air. Focus your energy on preparing your client, if they will be appearing on camera.
4. Build relationships.
As in all areas of PR, cementing good relationships with those who have influence or control over the program content is a very effective way to gain future media coverage. Just by talking to the producer in the studio, I was able to find out about upcoming features, which may be suitable for our clients. It also gave me the chance to tell the producer more about the clients we work with.
Check out the VGo Robot’s debut on TV One’s Breakfast here.
See ‘The Gadget Guy’ blog where John Buckley talks about VGo here.













































