Layered Media Relations Program Broadens Message Delivery for Every NBN Video News Package

Although a VNR may be well-crafted with arresting visuals and a compelling message, it will not have achieved its purpose if it sits unused on the desk of a television editor, or worse, never even reaches its destination.

And in today's news-laden environment, where broadcast airtime is a limited commodity, savvy newsmakers will partner with a broadcast services expert who can ensure their VNR goes to the right individuals, at the appropriate stations.

At NBN, every VNR is designed for use as part of a package that includes a customized distribution program. We believe that a project's success depends on the copywriting abilities of the individuals writing the alerts and placement talking points, their contacts and interpersonal skills when calling television station news staff. That's why we have made creating and maintaining the top Editorial and Placement Department in the industry our priority. To help our clients take advantage of these resources most effectively, we have developed PitchPlus.

PitchPlus^SM is a multi-faceted media relations program that capitalizes on NBN's longtime relationships with television decision-makers, industry knowledge and understanding of local and regional markets.

The PitchPlus program consists of three components -- pre-release, day of release and post-release calls. Working in tandem with AP Express wire notification, multi-version fax advisories and NBN's proprietary e-mail databases, NBN publicists research and pitch story-specific producers and assignment desk editors at the news feeds, in top markets or other markets specifically designated by the client. Custom placement calls are also made to specialty editors and producers. Publicist style calls are made by NBN media strategists to producers and planning desks to discuss project specifics.

Post-release follow-up includes calls to Pathfire stations reminding them they have access to the story from their desktop computer, and those stations that missed the satellite feed will be given details on re-feeds, the Pathfire location or the offer of a hard copy.

Throughout the PitchPlus process, NBN media strategists work closely with clients, responding to specific inquiries, suggestions and concerns. Depending on the assignment, an NBN pitching effort can last weeks or months.