Communication Conversation: Speaking on TV

This month, I’m training at least two nonprofit spokespersons to be on TV, give speeches, make quick media comments and promote their causes. They realize opportunities, especially on local TV, have increased dramatically, particularly on local morning shows that last hours – their best shot, in my opinion, because there’s a lot of time to fill.

TV producers want guests who are TV-savvy and offer an entertaining and informative segment that leaves them little to no work. So here are some tips that will improve your chances of getting airtime.

1. Have a fresh pitch. Have something new – whether an event, project, policy or fundraiser – that will be of interest. Producers need a reason, and those are of news value.

2. Propose b-roll. B-roll, in essence, is video assisting putting your words into context. For example, if your nonprofit works closely with animals, footage of volunteers working or playing with said animals in some respect can be more visually stimulating than simply watching someone speak into a microphone. Plus, having b-roll available might make a critical difference whether you are selected for inclusion.

3. Be prepared. Anticipate questions the anchors might have, but remember, it’s a conversation, not a speech. Let them talk. It is their show, after all!

4. Have an easy-to-understand “home base message.” Make sure it applies to the widest range of people, which TV stations want for high ratings.

5. Smile and show vitality. Interact with the anchors cheerfully, depending on the topic. Showing your smile may make viewers more receptive to your message and your organization.

6. Arrive early. Arriving early allows a buffer for potential traffic situations, etc. Also, it allows you time to get acquainted with those you’ll be working with. However, don’t be disappointed if anchors don’t envelope you completely with their attention. They are likely preparing to go on the air at any moment, just like you.

7. Leave quietly and don’t expect any thanks. The next minute is on the TV staff’s minds. Don’t feel offended.

8. Follow up. Reach out to those you worked with to thank them for the opportunity.

Summers are typically slow, so now is a good time to propose a spot. When you reach out to executive producers, you’ve got approximately 30 seconds to convince them why your organization should receive inclusion. Show a comfortable, upbeat personality in your voice, don’t be pushy and focus on the public good – and you’ve got a shot.