Stanford University
Center for Innovation in
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So you want to get your story on TV...

Posted 10:19 AM, April 19, 2012, by Joyce Ho

I recently wrote a blogpost about how to pitch and get the attention of TV producers to get your health story on national television. This is in no way reflective of NBC viewpoints, but purely what I have observed during my four months here so far (four months already?! Where has the time gone?)

Since the article received good response on the Soros blog and Twitter, I wanted to share the relevant points on my own blog here:

1. Keep the pitch short and sweet. One of the most frustrating things for a producer is to receive page long pitches that clog up her inbox and take too long to read. Producers receive so much mail a day that they have to constantly empty out their inboxes – chances are your pitch will be tossed unless it makes a good first impression. The pitch should be concise, to the point, and explain what makes your story timely, relevant, and exciting to the show’s viewers.

2). Think about the viewership. Each show I work for has a distinct personality and viewership – Nightly News is hard hitting, up-to-date news for professionals who are getting off of work; The Today Show covers everything from cooking and fashion to news and medicine for stay-at-home moms and professionals as they are leaving for work; and Rock Center is an edgy news magazine show for teens and adults. A more technical science piece may make it on Nightly News, but not on The Today Show because of different audience preferences.

3). Make the producers’ jobs easier. Ways of doing this include, as mentioned before, tailoring your story for the appropriate audience. Describe why the show’s target audience will care about what you have to say. Make the show realize that having your story on air will improve their ratings. Write out possible interview questions and responses, and identify characters to appear on the segment. Instead of making the producers think about how your story will fit into their show, write it out for them.

4). Share past media exposure. If your organization has been featured in the media before, include it in the pitch. Producers always want to see beforehand whether the characters in the story are eloquent speakers, easy to understand, and relatable to the American public. Sharing such media examples also shows that your story is one worth telling since other media organizations have covered it in the past.

5). Follow up, but don’t overdo it. Because of the high volume of emails received in a day, it may take a few tries to receive a response. Try to be patient though – if you call many times in a row and the producer tells you he or she will contact back if interested, do not keep dialing them. If there is initial interest but then you don’t hear back after a while, ask the producer what you can do to help. This could include finding characters or putting together a research kit for them. Either way, follow up but do not be so persistent to the point that the producers stop responding.

6). If possible, pitch through a communications officer or public relations manager. Who the pitch comes from does not ultimately decide whether or not producers take the pitch. What does matter is clarity of the pitch and ease of the partnership. Oftentimes a public relations or communications officer knows how to package a story better than the expert who actually did the research. Experts tend to use a lot of field-specific jargon, and producers do not like that. Producers also prefer working with communications officers because these individuals are well trained in working with the media – the producers can count on a smooth partnership without having to explain the rules of the game from scratch.


Dear Ms. Ho -- Many thanks for this lucid advice. I am one of those seasoned, senior healthcare media pros who strives to make producers' lives easier and more productive, and I want to be put to work! I represent a leading NYC teaching hospital in NYC, Montefiore Medical Center/Children's Hospital at Montefiore, and many journalists know us well. I hope we will have an opportunity to work together. Please contact me anytime you need sources: days, nights, weekends -- or contact Montefiore PR directly. Kind regards.

Comment by: Amy at July 20, 2012 8:24 AM

Thanks for your comment Amy. I'm glad that you are a media-trained physician - we are always looking for more of those. Montefiore is one of the hospitals that was on our list at NBC so I have no doubt that they will reach out at some point if they ever need anything.

Comment by: Joyce Ho Author Profile Page at July 20, 2012 8:27 AM

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