04 Apr Revamp Your Media Pitch: Engage Newsrooms with TV Lingo!

By Bethany Rhodes

If you’re struggling to get media to cover an important or exciting event(s) or a story, don’t assume it was the way you pitched it. Even some of the best PR pros have no-shows and we all know earned media is never guaranteed. A likely culprit? Short-staffed newsrooms. That may not mean they don’t want to cover it; they simply can’t. Instead of relying only on sending photos and videos hoping for airtime, try speaking their language and doing some of the work for them to grab their attention.

Write a VOSOT!

What is a VOSOT?

A VOSOT is short for “voice-over sound on tape”. It’s a shorter story that lasts about a minute and normally read by an anchor. It starts with the anchor talking under video, then tosses to a soundbite, and ends with a short tag.

How to write a VOSOT

It’s really just summarizing the story which you likely do anyway. Start with an intro, add the meat of your story, add a sound bite, and end with a tag. Think of it as writing a script of how you want it to sound. Below is an example of a way to write one that a producer can just slide into a rundown. Make sure to mention you’ve included a VOSOT in the subject line of your email!

(INTRO)

Today, the humane society held a free adoption event.

(VO)

Dozens of families turned out all looking for their a furry or feather friend to take home. All adoption fees were waived thanks to a grant by the county. The humane society’s CEO says the goal is to give these animals the forever home they deserve.

(SOT)

Add the name and title of the person speaking if you have a soundbite and the name of the file it can be found.

(TAG)

The humane society is planning on having a similar adoption event in the summer.

Get a “Kick” Out of Your Story!

What is a “kicker”?

A kicker is a light-hearted story usually reserved for the end of a show. It can be sweet, funny, emotional, and leave people with that warm and fuzzy feeling.

How to write a kicker

While a kicker should always be uplifting and positive, there are different ways to structure it. You can send it like the above VOSOT, or as a simple VO. Using the same pet adoption example, below is a way to write a kicker. Again, don’t forget to mention you have a great kicker story with a script and video in the subject line of your email!

(VO)

More than 100 animals have a new home after the humane society’s adoption event today! Take a look at all of these adorable dogs, cats, and birds. Dozens of families came out and you can see how excited they were to take their new pets home for FREE! That’s because all adoption fees were waived. If you’re looking for a new pet, the humane society says they are planning on holding a similar event in the summer.

Get ‘Em Talking!

What is a “talker”?

A talker is similar to a kicker. It can be a short story, but it needs to have that “wow” factor that gets everyone on the anchor desk talking.

How to write a talker

Again, it’s very similar to the Kicker structure. You’ll want to make sure you start it off with something to get their attention! Here is an example below. A reminder to add the talker to the subject line in your email!

(VO)

Did you know about 6 million animals enter shelters each year in the U.S. but only about 4 million animals are adopted out of them? The humane society held a free adoption event today and all 100 animals have new forever homes! Look at just how many families with their kids came out. All adoption fees were waived thanks to a grant by the county. Another event is planned for the summer.

That’s a Wrap!

Understanding that newsrooms are short-staffed means even if no media shows up, you can still get your event into the news! You get to write the script and send the video that highlights your company, client, or nonprofit in the best light. Let them know you did the work for them so all they have to do is plug it into the show! Using newsroom terminology and structuring stories the way a reporter or producer would is also a way to get their attention.