Fairly or not, there’s nothing quite like a glitzy broadcast appearance to build your credibility and burnish your bona fides with investors, clients, prospects and, perhaps most importantly, your parents and immediate family (who have never really understood what you do and whether it matters, but will be most impressed to see you on camera with someone who does!).
To get your message out via one of the financial news networks, here are 11 helpful hints:
1. Leverage travel; broadcast networks have become far more open to remote hits since the pandemic, but they still prefer in-person interviews (which happen to be easier to pull off effectively as well). If you’re going to be in New York for a few days, lead with the idea of an in-studio appearance, while also stressing your openness to and aptitude for a remote hit, if the timing doesn’t work.
3. Generally, avoid emailing the on-air talent unless you know for a fact that they are actively involved in sourcing guests. It is important to pitch the booker for the program(s) you’re targeting. Make sure you’ve shaped your pitch into a brief yet compelling story. Give specific examples that illustrate your points.
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4. Let them know whether you can talk about individual stocks and companies. If your compliance will let you name names, it will increase your chances of landing a spot, but it is equally important to let the producer know if you can’t do so. There are plenty of opportunities and shows where you can talk big picture strategy, but it will not end well if you manage to book a stock-focused segment, the host asks you for your three favorite stocks and you’re precluded from answering.
5. Share an “audition tape.” It could be a sample of another broadcast interview, even one from a rival network, or, if you don’t have one yet, share a link to a podcast appearance or that in-house video of you on camera speaking to clients. Producers want to be confident you can handle a few minutes under the bright lights.
6. Make your pitch at the right time of day. It’s usually best to reach out immediately after the target show wraps up.
7. Recognize that the networks are becoming increasingly competitive and their booking policies reflect that. CNBC may ask that you not appear on other networks within a few days ahead of a proposed appearance on their network. (Read this NPR story about network booking wars.)
“Producers want to be confident you can handle a few minutes under the bright lights.”
8. Be willing to change your plans, appear at an odd hour, or on your off day to get on. Producers appreciate someone who can fill in when another guest flakes out.
9. Don’t be the guest who flakes out. Be clear with the producer (if approaching on your own) or your PR firm (if you use one) about your availability. We’ve had producers say “Great. Can they do it tomorrow?” and it’s not a great look to say “they’re out” or, “they need more time to prepare.”
10. Be prepared to invest some time in your outreach efforts. You may need to follow up to your initial pitch, come back in a month or two, or re-define your pitch and/or your target program.
11. If you’re successful and secure an interview, make the most of your time on-air. Media training is a must for anyone who doesn’t regularly appear on television. Media training will help you look and sound your best and convey your message as effectively as possible. It will also help you to feel more comfortable and in control.
Lastly, make the most of your appearance. The networks post most of their video clips online so you can use social media, e-mail, and links on your website to further amplify your message (see sidebar).
Could you use some help with your media outreach? Send us an email.
…And then fully leverage
its value
“The appearance of a favorable media mention or interview—the very achievement of the PR team’s work—is when digital marketing needs to mobilize. It’s a drop everything moment. It’s time to jump on it, create a social post or even blog post, order online reprints, the whole enchilada,” says Head of LG Digital Pat Allen in this conversation with President & Founder Jody Lowe on the synergies between PR and digital marketing.
“The interview took place on a different property, but let’s bring it to our domain, where we can track and measure interest in it,” says Allen.
And from the media’s perspective, according to Lowe, “We know that media are measured by their ability to drive clicks to their stories and engage new audiences and appreciate any additional sharing. Some reporters even ask us to share their posts. Don’t let it be one and done.”
Lowe advises highlighting something interesting you discussed during your interview and tagging the reporter and or network: “Enjoyed discussing earnings trends with @reporter’s name on @Bloomberg [add link to interview]” or “Interesting discussion on the outlook for small cap growth stocks with @reporters name on @CNBC [link].