Broadcast TV is a crowded space, especially for wealth and asset managers. On a given day Bloomberg (US) will book about 10-15 markets and investing guests for its programs and many of these are repeat guests who regularly appear on the shows. This makes the remaining guest spots quite competitive. For those who do it right, consistent appearances can greatly influence brand credibility and recognition in the long term.

With over 10 years of expertise in booking broadcast segments across digital and cable networks and learning what does and does not produce results, here are my top tips for wealth and asset management communications pros looking to break into the broadcast realm.

Understand the trending news cycle and your place in it

This above all else is key. For example, pitching a novice spokesperson during FOMC week, someone who can’t discuss stocks during earnings season or a business leader who won’t touch politics during an overshadowing political event will not yield results. Since the pandemic, we’ve noticed a definitive shift to non-stop news and market reaction segments over soft-news and filler segments.

This means producers are looking for guests with something interesting to say that chimes with the current news environment. For example, if the spokesperson is a long-only value investor, but the market is in growth mode and funneling money into AI companies, a spokesperson’s stock (no pun intended) as a potential guest may not be as in demand. However, if you can use this current environment to make the case that investors should be concerned about a potential bubble forming around AI companies and that it may be time to take some risk off the table, you’re far more likely to pique the interest of a producer.

Right now, we’re still seeing guests being asked about higher inflation and interest rates, with much speculation on the Fed’s next moves. In this environment, investors are also increasingly turning to alternatives as they seek to generate strong risk-adjusted returns. Additionally, given the uncertainty surrounding the 2024 presidential election, producers are also looking for guests who can discuss the interplay of politics and finance – just turn on CNBC’s “Power Lunch” and take a look at the guests.

It’s paramount to understand where a spokesperson’s views fit into the news cycle and to tie current trends and topics into outreach to producers.

Know the shows, producers and hosts

It’s essential to know the types of segments a specific show features, who the hosts are and the types of guests they have on air. It’s also worth establishing relationships with hosts and booking producers, as hosts can say “yes” to a guest and book them on the show.

Each show is different. Yahoo Finance has “Morning Brief” which opens the day with more breaking financial news and economic indicators, while “Wealth” may be a fit for wealth managers discussing strategies for building and maintaining wealth. Similarly, some segments require guests who can pick stocks while others may focus more on other asset classes such as bonds, or how the economy is having an impact on the broader investing environment.

The audiences also differ between networks – with Bloomberg targeting investors that lean professional and institutional, FOX Business Network reaching a retail investor audience and CNBC a bit of both.

To establish a novice spokesperson on broadcast, target a digital platform like Asset TV, InvestmentNews “In the Nasdaq,” Nasdaq Trade Talks or Schwab Network first, which are more open to newer guests and will usually work with you on questions in advance of the interview. Larger national networks will likely ask for a previous clip or two to evaluate a spokesperson, so it’s even more important to have a prior interview available.

Be memorable and prepare soundbites

As mentioned earlier, understanding the news cycle will help identify a sharp angle to pitch to producers and present an opportunity to “newsjack” trending news stories. That can be enough to get you a spot, but performing on the day is what will get you invited back. It’s not dissimilar from a job interview: you have one shot to make a good first impression. If you don’t, you may be waiting a while until you get a second chance.

Having a strong message packaged in some punchy soundbites leads to a caption on screen, or “chyron”, that could accompany a segment. If the angle is really compelling, national networks will usually create a complementary online article about the segment to amplify it further.

Contrary to logic, the mass audience isn’t watching your segment live. The mass audience is where your recorded clip goes next. If you’re effective, your clip might be included in that standalone online  article I mentioned, which will then be posted and disseminated across its channels to reach a wider audience. To achieve this, you need to be memorable.

Be available

Broadcast producers often work on tight deadlines and need quick responses. As communications professionals, it’s in our best interest to honor that. Sometimes a producer you have previously pitched may reach out to fill a slot a prior guest cancelled. There may only be one opportunity to work with a producer or host, so it’s important to be as flexible as possible as it may open the door for future bookings.

Lastly, it’s a long game! The more you work with the same producers, the more they will trust that you are putting solid guests forward and will be open to new suggestions in the future.

Michaela Morales is an account director in New York