Healthcare Providers in Pursuit of TV Coverage Need to Nail Them
What we refer to as a Media Advisory at SPRYTE Communications is also sometimes called a Media Alert or a Calendar Alert. Whatever you call it, the Media Advisory is a critical media relations tool for encouraging television news coverage of a single event or function.
For many healthcare communicators, in large and small media markets alike, winning television coverage can be elusive.
You have to think like a producer and succinctly present the opportunity for the cameras to shoot very strong visuals, the kind you see every night on TV news. The following factors are also important and can make or break a TV opportunity:
- Day of the Week: SPRYTE likes a Tuesday, Wednesday or a Thursday.
- Time of Day: We like mid late morning.
- Proximity to News Station: If it’s more than a 30-minute drive, that adds challenge.
Here are some of the shortcomings of Media Advisories I’ve seen written at SPRYTE over the years:
- Visuals aren’t mentioned.
- Headlines lack creativity.
- A specific time for the main “moment” isn’t given.
- Longer than one page.
- Written like a News Release.
- Lacking parking and entrance instructions.
We do a lot of Media Advisory training actually, more than I would have expected for both seasoned and more junior pros with media relations responsibilities. The reasons these folks need training?
- Don’t ever watch television news.
- Don’t sell it.
- Value print over broadcast coverage.
When You Hear the Anchor Use Your Words
When the TV Anchor uses your words to accompany the video their cameraperson shot at your event from the anchor desk, you know you wrote good ones.
That was the case in December when SPRYTE reached out to televisions news assignment desks in pursuit of their coverage of an intimate and humble graduation ceremony for a large faith-based social service agency it represents in Southeast Pennsylvania.
Two adults completing Episcopal Community Services’ RISE Initiative were celebrated at a non-traditional recognition ceremony.
SPRYTE’s Media Advisory enticed Philadelphia’s number one rated local television news station, 6 ABC, to send a cameraman to cover the program.
The resulting television news segment included favorite local anchorwoman 6 ABC’s Monica Malpass including words from SPRYTE’s Media Advisory headline.
Part of our earned media strategy for Episcopal Community Services includes attempting to win coverage of key milestones in their program year including RISE Initiative completion recognition programs for the following reasons:
Reasons to Pursue TV News Coverage
- Shows (rather than tells) their great organization in action.
- Simplifies a multi-faceted mission by focusing on one great, visual moment.
- Covers a wide geography.
- Affirms donors’ good decision to support you.
- Boosts morale of program participants and staff alike.
- Builds the organization’s brand in the community in a visible way.
Remember sometimes the cameras don’t show up to even the most inspiring, visually-charged and meaningful events. We all know that can happen. But if we think there is potential for a great TV story that will be enjoyed by viewers throughout our media market, we will try at all costs to get the coverage again next time too.