Expert: "Hey Linda, I'll be on teeeveee soon!"
Me: "Oh, how cool! When?"
Expert: "On Sunday in a fortnight, they told me."
Me: "Which channel then?
Expert: "RTL Z or SBS I believe."
Me: "What time of day?"
Expert: "I don't know exactly, but it would be sometime in the morning. I will be called back about it. Soon."
Me: "Say, 1 more question from me. Did you have to pay for that recording, say, so-called production costs or something..."
Expert: "Um, yes, but that was only a fraction of what it would REALLY cost, they told me. 4.5K I only paid. It was such a good TV deal ..."
Expert continues: But it was worth it, I'm sure. Besides, it really was a super nice offer. 'I simply couldn't pass it up. And also: they told me they were in a hurry because there were other candidates. But because they thought my company fitted in so well with the theme of 'sustainability', they insisted on interviewing me..."
Me: "Sorry to interrupt you. But I think you stepped in it."
Expert: "Stepped in?! How so?"
Fast boys with their TV deals
"You know, these are the fast boys of TV. They pretend to be journalists, but in reality they are salesmen. Real sales risers, looking for easy prey. And they know exactly how to snare you for that job. They are just a production company, for corporate videos, commissioned by RTL or SBS or whatever commercial channel. They are looking for money and someone with a bit of company and ditto ego... no offence. And with that smooth talk, they achieve that you think this is a journalistic product, but in reality, you are now cashing in on that commercial channel's coffers. And, I won't be surprised if it is aired at an idiotic early time, when we're still turning over in bed. And you just hope everyone watches your commercial."
Expert: "Hey! I don't understand... Are you saying I fell for it? Into a sales pitch?"
Me: "Yes."
Knowledge professionals, experts and authors, beware!
A good TV deal ís no free publicity
Free publicity has nothing to do with "a good TV deal". No matter how plausible such a proposal sounds, no matter how cool it is to be extolled, no matter how nice appearing on a similar "TV programme" seems: remain critical.
Ask questions:
- Who are taking part in the programme?
- When will it air?
- Who is the viewer, the target audience?
And research who is ultimately talking about it. Is it a public or commercial channel? Check whether the person approaching you does indeed work there and what his or her role in that company is. Is it a commercial production company that makes money by making short videos commissioned by a channel? Or are you participating in a programme where journalistic values and standards apply? In the latter case, you never pay for your 'airtime'. Are you considering having a corporate video made? See what this production company created before and check if he or she has made the translation into a good(er) informative video.
Remember your credibility
And imagine: what does it gain me when everyone knows I paid for this broadcast? What does that do to my credibility? How do other journalists (of public broadcasting) view such a broadcast? What are the pros and cons? What are the consequences? What do I choose to do?
Do you want to be in the news with ease without such a "fantastic TV deal"? Do you want to increase your brand awareness with the power of free publicity? Then take immediate action by:
- Follow me on LinkedIn;
- Schedule a free strategy call or
- Download my do's and don'ts checklist on press approach
Don't go for a single TV broadcast;
Don't go for a one-off fling;
Go for solid, journalistic experience.
Linda Graanoogst
PR consultant, MediaTrainer and owner of With ease in the news
