“How do I get my story on to TV?”
When we hear this question (and we hear it a lot) we know that the person asking it is really trying to meet a few different challenges. In reality, they’re asking “How do I reach a broad audience?” “How do I generate a high-impact message?” and “How do I tell my story visually?”
As you might guess, these few questions have a lot of answers. We’re going to tackle them over the next few days in a series of blog posts about using visual content to reach core groups.
The best way to begin building a visual strategy is to start with your audience.
First, ask yourself who the brand really needs to reach with the message. That’s the key question you need to ask when setting the course for your visual story, and determining whether or not TV really is the best channel for your message. Morning talk and network news shows do reach a broad swath of consumers. If your story truly has broad public appeal, pursuing television coverage may in fact make a lot of sense.
It’s worth spending a few minutes thinking specifically about your story in the context of the audience, too. TV and radio producers are looking for “news you can use” content with easy-to-understand consumer messages. Stories need to be useful, interesting and relevant to the media outlet’s audiences if they’re to win consideration by the production staff.
Pro tip: Frame your story in the context of what the potential audience will find most relevant. That will give you the best shot at creating messages that will win media attention and resonate with target audiences.
However, if an honest assessment of your audience reveals that it’s more niche than national, TV probably isn’t the best route to take – but that doesn’t mean leaving video by the wayside. An array of online videos – including expert commentary, a real-life demo, and customer stories – can draw audience and be re-purposed for use in email campaigns, on social networks, in newsletters and on blog posts (to name just a few.)
Coming tomorrow: Getting your story onto TV (and other channels) with a satellite media tour.