Why Now Is the Perfect Opportunity to Up Your Broadcast Game

When it comes to media appearances, broadcast spots have long been the brass ring for many professional services firms. But until recently, securing coveted airtime was notoriously difficult.

Traditional production demands, such as requiring guests to travel to a studio or the need for networks to dispatch remote equipment and resources to another location, have historically complicated scheduling engagements. Often, that meant last-minute interview requests went to select experts who were close by and able to quickly get to a studio or satellite location.

The pandemic reset the playing field. Producers may still prefer in-person appearances, but they’ve also embraced the use of remote guest appearances. What began as a tactic to prioritize safety and protect networks from liability has evolved, making it easier for interviewees to appear on-air at a moment’s notice from their homes or offices, thanks to Zoom and other technology.  

These changes present new avenues for your firm to break into broadcast media.

How Greentarget Can Help

At Greentarget, our broadcast practice is designed to help clients elevate their organization’s visibility and secure media bookings by assisting them in cutting through the noise and telling their story in the most impactful way.

Our broadcast offerings and capabilities are focused on securing appearances on TV, radio, online video and podcasts. They include:

• Broadcast media relations strategy and positioning​
• Broadcast media training and guidance focused on building a broadcast portfolio if a subject matter expert (SME) has never done a broadcast interview before
• Story development fueled by market intelligence​
• Broadcast media campaigns focused on research, upcoming events or broader initiatives
• Breaking news analysis and broadcast media positioning​
• Maximizing organizational milestones, including strategic growth moves, significant transactions, CSR accomplishments and pro bono and community service​

Our seasoned team understands the fundamental prerequisite for earned media coverage: Have something compelling to say, which is critical for catching a broadcaster’s attention. In addition, your positions of authority must be not only unique and well credentialed but also timely and newsworthy. 

Knowing the elements required for success in this highly competitive space, Greentarget will deliver the results you’re looking for by developing compelling content that reaches the right audiences on the right broadcast platforms.

Our Team

Our specialized broadcast team is committed to delivering quality TV, radio, podcast and online video coverage and has extensive knowledge of the broadcast and digital landscape.

The team is led by Lisa Seidenberg, director of media relations, and Sam Unger, AVP of media relations.

Lisa is Greentarget’s go-to resource for pitching a complex subject or forming a new media strategy from scratch, thanks to her skill at framing topics in ways that are most helpful to reporters. Her sector-spanning expertise, honed over 16 years at Greentarget, includes conducting outreach on such topics and industries as commercial real estate, impact investing, tax reform, brand relevance, cybersecurity, automotive and M&A.

Sam has more than 15 years of broadcast news experience under his belt and knows how to connect with journalists to help organizations tell impactful stories. Most recently serving as an editor overseeing prime-time news coverage at WGN-TV, he received multiple Emmy nominations for his work directing teams of journalists covering many of the biggest stories affecting Chicago. Prior to that, he was a researcher at NBC News in New York, where he worked with teams of reporters and producers around the globe to coordinate breaking news coverage across NBC News’ multiple content platforms. At Greentarget, Sam applies his deep knowledge of how news organizations operate to create successful communications strategies for professional services firms. An ardent supporter of news, Sam works with clients to craft effective media relations campaigns, pitch winning stories to reporters and conduct insightful media training.