The gold standard for a PR person is landing your client an on-air TV appearance or interview.

When trying to land a TV interview it’s important to remember the visuals – they need to grab the viewer’s attention.  A lot of PR firms seem to forget to plan for visual content before they approach the producers/execs.  In a multi-media world PR people can’t expect to be able to rely on a well-written press release – audio and visual elements have become standard tools of the trade.

Producers across the board say that when deciding whether to give an on-air interview its a bonus when a firm includes a list of available audio or visual elements in their press kit and mention the visual strengths of each.

Think of it as a grown-up version of show and tell.  As a kid, you were way more likely to pay attention if a classmate brought in something really cool for you to look at while he talked.  PR firms would do well to remember this, because not much has changed – people still like to be presented with something visual.  Watching two talking heads is incredibly boring, and you should coach your clients on how to ’show’ while they spread their message.  Here are a few tips we’ve come across for making sure the interview is a success.

• Have something the interviewer can actually see and touch. This is a big plus, as it ads a realistic element that audiences will appreciate.  If you aren’t sure what to bring, bring everything you’ve got and ask the producers what you should include-they’ll have a pretty good idea of what works and what doesn’t.  Just stay away from signs or brochures, its a little cliche and the audience won’t be able to read them anyway.

• Don’t get too promotional – its fair game to bring your products, but don’t wear a company shirt and constantly mention your web address etc.  If you want current promotions/issues mentioned make sure the host or interviewer brings them up, same goes with your contact information.  Audiences don’t respond well to sales pitches.

• Keep moving.  If appropriate do a demonstration,  have ’stations’ set up, have your visual elements nearby and ready etc.  Try to avoid just sitting there with nothing to do but talk.

• Know your facts.  Its part your job as a PR person to make sure your client knows the correct stats and sources to back up their statements.  The last thing you want is your client to get stumped on a question about one of their visual elements.