On this month’s profile, we are talking with Eric Chemi, a senior vice president for Broadcast Strategy at Bospar. His career has spanned the intersection of business, technology, and communications. After earning a computer science degree at MIT, he worked as a hedge fund trader for several years. He then transitioned to media roles at Bloomberg and then CNBC, where he was an on-air reporter.
Within this interview, we break down how to optimize your entire broadcast strategy, what works, and his tips for being a valuable source/spokesperson. Read below for the entire interview with Eric Chemi:
What goes on inside the newsroom is a mystery to most companies seeking exposure. With my experience behind the scenes and in front of the camera, I can help Bospar clients navigate broadcast journalism like an insider. That means creating the right story and understanding what works and what is a surefire way to kill a story. I’m able to explain how to get invited back for future guest appearances and to discuss with clients the nuances that work for long-run media success.
Call them tips, or a way of life in the world of media!
1.) It’s not as much about what you say as how you say it. Energy and enthusiasm are contagious. People forget 95% of what you say, but 100% of the time remember how you made them feel. So practice conveying a warm, energetic vibe. We’re human after all.
2.) Make sure the camera, lens, lighting and microphone are high quality. Poor equipment can wreck a broadcast spot.
3.) Provide specific, concrete examples that show viewers that “you know” what you’re talking about and emotional narratives that show people “you care” too. Do that in high-energy, short and impactful soundbites.
If you use those principles as your North Star, everything else falls into place.
I would only pitch individual journalists. You need an actual human being to care about your pitch and want to run with that story. Any type of generic email pitch that goes to multiple people means nobody feels the need to individually handle it. The newsroom is good for handling urgent breaking news—but not the place for sending nonurgent pitches.
Put it everywhere: all social media platforms, YouTube, your website, your company newsletter, etc. Share it internally and through email outreach... Because our world is so fragmented these days, you want to merchandise your broadcast coverage everywhere your audience is.
Don’t forget to send the clip to the next media target you’d like to appear on, to prove that you’re “good on camera” and a worthwhile future guest.
KPIs for PR are notoriously challenging to track and attribute, but for broadcast appearances, tracking the reach of the segment is a good starting point.
The best way to build relationships with journalists is to give powerful and engaging insights. Context, data and succinct answers to questions with lively delivery will make journalists remember you and seek you out downstream for a quote or to be their guest on a TV segment. Keep giving them useful info, but don’t expect a repeat appearance right away because it can take time to figure out the best story to include you in. To begin a relationship with a journalist, provide fresh insights on topics the journalist cares about and has reported on in the past. Having a demo tape to show how compelling a speaker you are will put you above the rest when they are choosing to book for an upcoming segment.
Reporters are outsiders. They do not work at the companies they report on so they rely on industry insiders to explain the truth and the backstory. Help them understand the competition and industry dynamics. Give them background on rumors and inside storylines. Insights about what’s happening at other companies they care about will go a long way to cement relationships.
“Hope is not a good PR strategy.”
Preparation is 80% of the job, any job. When it comes to on-air interviews, it’s always in your best interest to know your topic, know its relevance to the media cycle and have a well-rehearsed delivery. Have your source readied, follow the media contact and understand their beat as well as their audience.
It lives at the intersection of business, technology and communications. Politely Pushy is the Bospar ethos and that ethos inspires how we conduct interviews and whom we select to be on the show. We’ve interviewed tech company founders, CEOs, CMOs and corporate communications leaders, as well as PR agency owners, journalists, creatives and thought leaders across today’s most important business and technology sectors. Each episode is about 30 minutes long, in an open-ended, no-holds-barred, conversation style. There are no do-overs, as we only record once! We have both video and audio versions that are distributed across YouTube, all podcast hosting platforms, social media and of course Bospar’s website. To be considered for future interviews on Politely Pushy, email PolitelyPushy@bospar.com.
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Want to learn more tips for pitching top-tier contacts and landing coverage? View our podcast, Coffee with a Journalist, which interviews top reporters, editors, and journalists who talk about their best pitch tips they want PR professionals to know.
Like this series and have a guest you think would be a good fit? Shoot us a Twitter DM or email us at info@onepitch.co and let us know who you’d want to see featured next! PS: you can recommend yourself too.
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