Targeting the right journalists, bloggers, and media outlets plays a crucial role in the success of your communications. To achieve this, you can send a VNR (video news release) to newsrooms to secure visibility on news bulletins and specialized programs. You should create two versions of the VNR; one completed clip that is ready to air and another rough video with various camera angles and natural sound that individual news stations can use to construct their news stories in their own style and format.

It’s important to edit the VNR carefully and avoid including material that is too biased, promotional, or controversial as it could waste all your effort, and the footage may not be aired. It’s also essential to have access to updated media lists that can help you increase your coverage and build productive relationships with journalists, bloggers, and influencers.

Journalists, editors, and writers are always looking for quotable sources for their stories and content. By promoting experts in your company who have valuable insights into your industry topics, you increase your company’s ability to get significant media attention. You can also make your experts available to the media to comment on breaking news as it happens. Live interviews with key players in any industry are becoming the new trend for TV stations. Facilitating the technical equipment and having the expert available at the right time is the best way to increase your chances of being on air on news bulletins.