A video production company can greatly improve the chances of landing earned media such as television appearances. At Matty D. Media, our production company takes pride in advocating for local clients. We’ve helped businesses and organizations alike get on local television. Although it’s not a guarantee, having broadcast quality videos to pitch a newsroom helps earn media appearances.
Therefore, whether you are a field producer working with local businesses, or a public relations professional just getting started, here are some tips to maximize your clients’ opportunities. We teach our own video producers to be proactive, prepared, and practice situational awareness.
How to Get your Public Relations Client on TV
If you are a public relations strategist, pitching media outlets for coverage could be a regular task for you. Instead of playing a high volume numbers game, boutique video production can help land coverage on a local level. In recent years, new platforms such as HARO have become popular for connecting journalists with legitimate resources for stories (and content). Oftentimes, public relations managers and local journalists don’t speak the same language. A common mistake is for PR managers to think national or global in their contacts lists and email blasts, before looking locally for the right vehicle to help carry their story. However, if a PR agent finds a local news agency that can benefit from telling a compelling story on a local level, it’s a lot more likely that story goes viral and gains national (or global) attention.
Of course, hiring a video production company like Matty D. Media for PR press kits is a great idea. However, you may already have a 4K quality camera that can capture broadcast quality video. Pitching granular stories on a local level using video footage will help get journalists attention. It might not only land a TV (or other media) appearance in time for your big event, but it may also attract media coverage to preview your event.
If you are a local videographer or own a video production company yourself, this could be the moment for you to also start thinking about pitching your stories (and footage) to local media outlets as an add-on service to your clients. Whether a video production company operator or public relations manager, this article will continue giving tips about earning media. We go through some practical steps while recapping a recent success story where we helped a national motorcade (Ride for Veterans) earn media ahead of its fundraising stops across the country.
Pre-Production Strategy for Media Clients Appearing on Live Television
In the world of public relations, multimedia marketing, and video production, preparation is the key to fully capitalize on TV appearances. Regardless of your client’s role and on-camera experience, we serve as their “guide” through an environment that can feel stressful and foreign. In order to act decisively and exude the confidence that reassures the client, you must come prepared.
The professional managing this service can go by many names such as “media strategist” or “field producer.” In many modern workflows the role overlaps with communications advisor, social media manager, and brand advocate. Regardless of the title, the media strategist should come with an arsenal of their client’s important links, resources, and media assets, not just a list of talking points to rehearse.
Producers in a newsroom are the lead architects of a newscast. However, they are normally very busy. Their attention fluctuates around many different stories, but more importantly which visuals can help tell those stories. Therefore, if you can help broker amazing visuals, you’ll help your clients earn media. The best way to get a TV producers attention is to share compelling b-roll footage with them.
Conversely, if a newsroom producer asks for b-roll, photos, drone shots, logos, or supporting graphics, that content should all be organized. Ask the newsroom how they’d like to receive those media assets. Some news stations require a secure server upload to Dropbox, Google Drive, or a similar channel. Sometimes, stations can just show a YouTube video. If that’s the case, make sure that your branded channel is getting a proper courtesy on TV. what’s on YouTube.
The media strategist should do their homework on the segment. Develop a clear image of what the segment typically looks like. What is the typical segment length? Who is the interviewer and what is their interview style? What kind of graphics and media assets are typically featured? A skilled field producer should be able to anticipate where they can add value to the segment before, during, and after the cameras roll.
How Media Coaches Help Clients Deliver Better Interviews
Experienced field producers and media strategists often function as media coaches behind the scenes. Their role is not to script robotic answers but to help clients stay organized under pressure. This preparation process resembles traditional video production pre-production meetings where messaging themes, sound bites, and emotional objectives are discussed in advance.
One important lesson for new multimedia professionals is understanding newsroom culture. It isn’t realistic to expect the interview questions to be given ahead of time. While some talk shows or community segments may offer a loose interview outline, the focus should be on developing adaptable talking points. Instead of practicing rigid responses, practice natural segues and transitions into the core message. Try giving your client a practice question that is tangentially related so they can develop confidence redirecting the conversation.
Media advocates should also help interview subjects understand the perspective of the interviewer. Like your client, the interviewer wants the segment to go smoothly, they want your client to look their best, but above all they want the segment to stay in time. Television is fast paced, a client who rambles may run out of time before they can drive home the call to action. During rehearsals, communications professionals should help clients learn how to answer concisely while naturally transitioning toward the organization’s primary mission, fundraising initiative, or service offering.
In the case of a live interview, the reassurances we typically give to interviewees don’t apply. However, we can still offer reassurance to the client in these situations. The interview itself will be aired without editing, but the buck doesn’t stop there. Once the interview has been published, the full video becomes an asset in our library. At that point, the interview is ours to edit and the story is ours to mold.
What is evergreen video content?
Remember: Television and video production is an active art. If your interview subject is speaking in past tense, it’s old news. Therefore, identify which portions of the story will not expire 24 hours from now. For example, don’t promote a Saturday golf tournament too heavily if the TV appearance happens on Friday night. Instead, focus on which elements of the company (or non-profit) mission will continue long after the TV appearance airs!
Live Production Tips for Capturing Behind-the-Scenes Media Content
Once the live production environment begins, multimedia professionals take on another role. At this stage, they are no longer just strategists. They become content gatherers, brand protectors, and real-time observers. This is where experienced field producers separate themselves from beginners.
One of the most valuable practices during a newsroom visit is capturing a wide variety of behind-the-scenes photography and social media content. These visuals help extend the value of a television appearance long after the segment airs. Photographs showing the client interacting with anchors, reporters, producers, or camera operators help communicate credibility and professionalism to future audiences online.
For better or for worse, those behind-the-scenes shots also position your client as the influencer. The interview subject is being treated like a public figure whose expertise is actively being sought by the television station itself. Audiences subconsciously interpret these visuals as validation. The client is not chasing attention; rather, the media outlet is soliciting their expertise. In today’s social media environment, that perceived authority can become incredibly valuable for brand positioning, fundraising credibility, and long-term audience trust.
Professionals should prioritize a mixture of shots. Wide shots showing the newsroom environment can create excitement and authority. Medium two-shots featuring the client and reporter help establish authenticity. Close-up images of studio lights, cameras, teleprompters, and production equipment add visual texture to future marketing campaigns. At the same time, smart media managers understand the importance of balancing visibility and neutrality. Include alternate angles which minimize station branding to help portray the client as a respected expert who participates in broader media conversations rather than appearing exclusively affiliated with one outlet.
While on location, use every second available to capture content. Take pictures in front of the building, walking down the hall, and in the green room, not just on the interview set. Be mindful and respectful of the space, but don’t be shy about capturing the content you need. Make the most of your time because once the segment has concluded, so has your time in the studio.
Why Behind-the-Scenes Newsroom Content Builds Brand Authority
In the age of social media, modern audiences are fascinated by access. Behind-the-scenes media content creates a sense of exclusivity and legitimacy that standard marketing photos often cannot replicate. A simple image of a client seated under studio lighting or speaking with a reporter beside a professional camera setup instantly communicates credibility. When a veritable news outlet upholds your client as an expert, it signals they are worth giving time, attention, and support to.
This type of content is especially valuable across LinkedIn, Instagram, Facebook, and organizational newsletters. A single television appearance can generate dozens of secondary marketing assets when documented correctly. New multimedia professionals sometimes underestimate how valuable these supporting visuals become over time.
For example, a non-profit executive preparing for a fundraising campaign can later reuse these newsroom photos in sponsorship presentations, annual reports, donor outreach campaigns, and future press releases. Likewise, business owners can use similar behind-the-scenes imagery to reinforce their expertise and visibility within their industry.
The strongest field producers understand that live production is not just about the television segment itself. It is also about creating a library of evergreen marketing assets that promote the client long after the interview concludes.
How Media Strategists Protect Clients During Live Interviews
Another overlooked responsibility during live production is active listening. While capturing photographs and supporting content, media strategists must also take on the role of Brand Protector. In live television situations especially, there may be moments where clarification becomes necessary after the segment concludes.
Perhaps a statistic was misstated. Maybe an event date was accidentally skipped. Sometimes a website URL (ex. RideforVeterans.com) or fundraising detail needs reinforcement for digital audiences afterward. Experienced communications professionals monitor these details carefully because they know the television segment is only one piece of the broader communication strategy.
This balancing act requires situational awareness. Listen for red flags; a field producer who did their homework will notice if something sounds off. Keep your eyes peeled; observe the monitors to identify errors in real time. Watch your client’s face, if they believe they misspoke their face will likely show it. The best field producers are simultaneously documenting the experience, monitoring messaging accuracy, and observing opportunities for future follow-up content. That combination of technical awareness and strategic thinking is what transforms a basic social media assistant into a trusted media advocate.
Need a social media producer for your local brand or organization? Click here to learn about Matty D. Media’s social media marketing services.
Post-Production Strategies After a Television Interview Airs
Many inexperienced marketers believe the job ends once the interview concludes. In reality, post-production advocacy may be the most important phase of the entire process. The digital afterlife of a television segment often reaches far more people than the original live broadcast itself.
After the interview, communications professionals should proactively ask newsroom staff how the segment will be distributed online. Will the full interview appear on the station website? Will excerpts be uploaded to social media? Is there a YouTube version planned? These details matter tremendously because online visibility determines how much long-term value the organization receives from the appearance.
Video editing is a core service that Matty D. Media provides. Click here to learn more about video services we offer a la carte.
Unfortunately, newsroom websites often prioritize speed and efficiency. Producers may upload only a short clip or omit the interview entirely unless someone politely advocates for the client. Professional media coordinators understand the importance of respectfully following up to encourage publication of the full segment whenever possible.
Equally important is ensuring the published article or segment includes proper hyperlinks to the client’s organization, fundraising page, campaign website, or service landing page. Visibility without conversion opportunities limits marketing effectiveness. Whether representing a non-profit or a for-profit company, the objective is ultimately to guide viewers toward meaningful action.
Why Full-Length Interview Publishing Matters for Marketing ROI
Long-form interview publishing creates tremendous long-term marketing value. A three-minute television appearance can become website content, embedded social media video, donor outreach material, YouTube content, newsletter material, and future portfolio content for both the client and the media strategist.
This is especially important in an era where organizations increasingly repurpose content across multiple platforms. A television interview no longer lives for only one morning broadcast. It can continue generating awareness for months or even years if archived properly online.
For multimedia professionals entering the marketing and communications industries, this broader perspective is essential. The role is not simply to “show up” at the newsroom. The role is to strategically maximize every phase of the experience — before, during, and after production.
The most successful media advocates understand that client experience is built through preparation, attentiveness, professionalism, and persistence. When executed correctly, a single television appearance becomes far more than a news segment. It becomes an integrated marketing opportunity capable of strengthening credibility, expanding digital reach, and reinforcing the client’s overall brand story.
A Lesson In “Mop Up” Coverage
A new or timid producer may be apprehensive to tag the news station on social media in fear of inconveniencing the news station. While it may be courteous to avoid bombarding someone with notifications, this should be the least of your concerns when it comes to social media marketing. Engagement is currency in this world, no one at the news station will roll their eyes because you tagged them on Facebook.
This lesson extends to any parties that may be involved. If you are posting about the interview on your business page, don’t forget to tag the client. The visibility from your page will help theirs in turn. Social media is a game of numbers and connections, tagging others is sharing a valuable resource.
Don’t forget about other important features such as a link to the full interview or the clients website. Media advocates should ensure each detail of their “mop up” coverage is optimized for the larger campaign that follows the interview. A talented field producer understands that the little things can make the difference between a slam dunk and a missed opportunity.
Click here to watch a recent TV appearance by our video production client, James Greer.
Video Production Services by Matty D Media
Matty D. Media is a video production service based in Lawrence, Kansas that has served the Kansas City area since 2015. We offer testimonial video production, video editing, social media marketing, drone videography (and photography) and more multi-media production services. For a custom bid on production, please fill out the contact form on this page.
