Most B2B executives have a LinkedIn strategy, a podcast strategy, and a trade media strategy. Almost none of them have a broadcast strategy and that gap is becoming a competitive advantage for the ones who do.
A three-minute TV segment is earned media at its most immersive. It carries the same credibility that makes a strong press placement powerful, and it extends that foundation into a format that adds a visual dimension, a human presence, and a narrative arc that reaches audiences in a high-attention moment. For a company trying to establish its executive as an industry voice or shift how the market perceives its category, that kind of visibility matters.
Here’s how Kite Hill approaches broadcast, and what it takes to make it work.
It Starts with the Right Angle, Not Just the Right Executive
The most common mistake brands make when pursuing broadcast coverage is leading with credentials. A title and a track record are table stakes. What producers actually want to know is what your executive uniquely brings to a conversation that’s already happening in the news cycle.
That means the work begins well before any pitch goes out – spending time identifying the angles where your spokesperson’s perspective is genuinely irreplaceable. Do they have proprietary data that challenges a prevailing narrative? Are they operating at the intersection of two trends that the market hasn’t fully connected yet? Can they speak to something that most executives in your space won’t say publicly?
That specificity is what earns a segment.
What Makes an Expert Prepared
Once the angle is right, the next question is whether your spokesperson can deliver in the format. Broadcast is live. There’s no editing, no context to add after the fact, and typically no more than three to four minutes to land a message that sticks.
The executives who perform best on camera aren’t necessarily the most polished speakers. They’re the ones who know their point of view, can say it in a single sentence when asked, and stay grounded under the pressure of a live environment. That’s something that can be developed, and it’s a core part of how we’re preparing our clients before any segment airs.
Pulling the morning headlines before every appearance ensures your spokesperson walks in fully briefed on the day’s news cycle is crucial. We align on the two or three things that need to land in the segment, and we make sure the way your executive is introduced on screen reflects the positioning you actually want, not just a job title.
The Relationship Doesn’t End When the Segment Does
One of the biggest differences between a one-time broadcast placement and a consistent presence on air is how the relationship with producers gets managed after the booking. Broadcast is a relationship business. The producers who book your executive once are the most likely to come back, but only if the experience of working with your team was worth repeating.
That means following through on every logistical detail, making the producer’s job easier at every step, and following up after the segment with genuine gratitude. Over time, that kind of reliability builds a reputation that turns into recurring bookings, and recurring bookings are what turn a spokesperson into a recognized industry voice.
Why Broadcast Belongs in Your Earned Media Strategy
As newsrooms continue to evolve and expand across streaming and social platforms, the bar for earning a segment will keep rising. But the fundamentals won’t change. Producers want experts who can speak to what’s happening right now, with a perspective that’s clear, credible, and worth a viewer’s time.
For B2B brands, that’s an opportunity that’s still wide open. The brands that invest in building broadcast-ready spokespeople and the infrastructure to support them consistently are the ones that will own the conversation when it matters most.
If you’re thinking about what a broadcast strategy could look like for your executive team, connect with us to learn how.
– Julia Calabrese, Senior Account Executive