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TV Pitches: AM Shows, Part 2
More on how to get your product on National TV Morning Shows
Keren Speck
March 25, 2025
What's in store for this edition:
Finding the Who to Pitch To
TV Pitches — Part 2
Last week, we focused on the pitches that land - clear, concise, well-written and tailored to the correct person. Today, let’s talk who to pitch to and when. And some notes about when you do get selected, what to do next.
Remember, getting your product on national TV can be life-changing. So don't be afraid to pitch, but do it smart! Show that you're willing to work hard with concise pitches, smart links, and beautiful pictures.
This week, let's learn how to find the right people to pitch to and understand the different roles involved in a morning show. Every show may have some differences, so you’ll have to do your homework and research, research, research!
First, lets talk people.
Roles in a Morning Show
Anchor/Host: The face of the show, responsible for presenting segments and interviewing guests. While they are key figures, it's generally more effective to pitch to producers rather than anchors directly.
Producer: Oversees the content and organization of the show. Producers are responsible for booking guests, researching topics, and ensuring the smooth execution of segments. They may be the primary contacts for pitches, or sometimes it’s the associate producers.
Associate Producer: Assists the main producer with tasks such as researching, coordinating logistics, and sometimes booking guests. This is where I would start my research at. They usually handle many of the pitches.
Executive Producer: Oversees the entire production, including budgeting and strategic planning. While they might not be directly involved in booking guests, they can greatly influence the direction of the show.
Booking Producer: Usually handle guest bookings, including celebrity bookings. They secure the guest before the show, negotiate appearances and take care of logistics.
💫 Pro Tip: ATTENTION AUTHORS - If you have a book, there is often a producer who specializes in handling book-related content. Pitch to them, not to someone who doesn't handle books.
How to Find Who to Pitch to
Research the Show using search tools like Google.
Use Social Media to find journalist. X is where many journalists will respond to DM’s and you can use for initial out reach and research.
Use Media Databases. These are tools that PR pros pay for and often use. However they can be incomplete or have outdated information. They are always a good starting point for research, though. There are various options however, I’ve used Muck Rack and Prowly.
Watch the Show: Go old school and watch the show you want to be on. During the credits, look for producers' names and continue your search from there.
For more on this, the BEST in-depth article I’ve read on how to find journalist, bookmark this article by BuzzStream! You’ll find yourself going back to it again and again.
When to Pitch?
National TV Shows: Pitch about two months ahead of time.
Local Morning Shows: May not require as much lead time.
When you get selected for TV, do this:
If you do get selected, be a good resource to the producer. Be reliable, deliver what you pitched, respond quickly, and avoid being difficult. In other words, be someone you would want to work with.
If your pitch gets selected, you will receive very specific instructions. Follow them exactly. Don't assume you know better. If they ask for 10 of a certain product for a segment, provide exactly that—neither 5 nor 15.
If you don't understand any instructions, it's okay to ask.
If you get on national TV, it's a great moment. Thank the professional who chose you. Show gratitude; it goes a long way.
“If opportunity does not knock, build a door.”
Do this now: What show would you love to be on (or your product be on)?
See if you can find the associate producer that would be the best fit to pitch your product to.
Term to Learn
Uncontrolled Communications Channel means that you can’t tell the organization, newspapers and magazines, radio and television, external websites, externally produced blogs and social media commentary, and externally developed news stories, what to say about you or your product. It’s editorial coverage, not paid.
FAQ
Q: If one of my products get selected for a TV segment, but I feel something else might work better can I suggest it?
A: You can… but it won’t go over well. First thank the person for the opportunity. They have done their research and probably know all your products. However, if you feel strongly, you may make a polite note sharing your thoughts for a different possibility.
Get PR techniques from recent news.
Newsworthy + Attention Seeker of the Week 🦅🦅🐣🐣
Jackie & Shadow need names for their eaglets
Have you been caught up in watching Jackie and Shadow caring for their growing family? There’s nothing quite like watching fluffy baby bald eaglets being cared for. Apparently they are quite the spectacle and many are loving this wholesome treat to watch.
Do you see how Friends of Big Bear Valley are using this precious happenings to help spread their news, get people involved, and raise funds for their mission?
I like how they are getting elementary school students involved by voting on the name. And kuddos to them for showing respect and addressing the uncomfortable news of the baby chick that died in the snow storm, naming it after a friend of Big Bear Valley who passed away from cancer.
💫 Pro Tip: This is example of news that reporters love to cover. It’s family friendly, endearing and positive. If you have stories like that, please share them to the right reporter and outlet.
✍️ Key PR Takeaway: The friends of Big Bear Valley no doubt sent out press release of the naming competition, used social media and used other owned media to spread the word of this competition.
Learn from others.
0% Cool : 100% Cringe
Wonka gone Wonkie
Families were told to expect "the place where chocolate dreams become reality". The reality was "little more than an abandoned, empty warehouse" with out any chocolate on hand. A half of glass of lemonade and a few jelly beans was all that was given.
The two-day event was canceled midway through the first day. The event organizer firm, House of Illuminati, issued an apology citing logistical issues and stating attendees would receive refunds, although many have still not received full refunds for the event.
✍️ Key PR Takeaway: Event planning is complex and requires a lot of time, work and follow through. You can’t rely on AI to do your job for you. There’s no amount of apologies that will erase the image of the organizer making children cry.
Useful PR Resources.
🧰 TOOLKIT
Prowly Media Data Base
A tool that helps you identify journalists and outlets whose beats and audiences match your target demographic.
You can try Prowly out for a week to see if its a good fit for you. It can help you research journalist and find their contact information.
If you plan on doing a large campaign and really want to invest in it, this may be a good option.
Just remember to always follow up on any names it gives you, to make sure it is current. Journalists change jobs, change beats, or are let go, which has been happening more and more, so due diligence is required.
Attention Seeker(s) of the Week 🦅🦅🐣🐣
Why not show it again? Baby eagles are super cute!
Can I feature your fluffy attention seeker?
Do you have a product that would be a great fit for TV? I’d love to hear all about it!
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
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