Broadcast media coverage provides a way to reach large audiences that can otherwise be hard to target. However, as we’ve shared before, getting your tech scale-up on TV isn’t easy. Lots of time goes into determining the best program and messaging to reach your audience, as well as locating the right media contacts and customizing your message for that producer and program.

That’s why when you do book a segment, it’s important that your company gets the most out of it. Use these tips to make sure you’re ready for your scale-up’s next TV segment.

Prep Your Spokesperson

It may sound obvious, but it’s important to make sure that your spokesperson is on-air ready. This not only involves making sure that he or she knows the topic and key messages you want conveyed, but also that they’re ready to be behind a camera.

Ensure that whoever will be on-air is both articulate and comfortable in the spotlight. For those who have never been on camera, you may want to do a few trial runs in the office before heading to the studio. These mock interviews can be even more helpful if you put your spokesperson on camera.

Consider filming your prep interview and providing the footage to the spokesperson for playback. This will provide time for self-critique ahead of the on-air interview spot. (If you have a PR agency, ask how they can help prepare new spokespeople—many B2B agencies offer media training as part of their services.)

Provide Briefing Notes

A lesser known tip? Always provide briefing notes to both the producer of the show and the on-air representative. These points help the producer put together the show. The producer may also pass these notes to along to the anchor to use as they’re prepping for the interview.  

By providing notes to the on-air representative, he or she will be prepared for the segment, which increases the chances the segment will go well. And, the easier you can make their jobs, the more likely the anchor and producer are to have you as a repeat guest.

Curious what to include in your briefing notes? Here are some specifics to get you started:

• Arrival time and on-air time.
• Length of the segment.
• Location of the segment, including building access and parking instructions.
• Questions the reporter might ask and proposed answers to those questions.
• Visual elements in a list form.
• Call to action (e.g, visit our website, call this number).
• Information about your company or event (e.g., phone number, website, address).
• Information about the media outlet, specific show, and reporter they’ll be talking with. If possible, include links to previous similar segments.

Your media contacts may also use the information when sharing the clip online, so make sure that information is accurate and written in a way that you would be comfortable seeing it published.

Taking these two steps will help ensure that your spokesperson and company are on-air ready and able to get the most out of your next broadcast opportunity.