by Broadcast segments remain one of the most powerful tools in a PR professional’s arsenal, especially for asset management firms. With the potential to reach millions via major networks, broadcast appearances can significantly boost brand visibility, establish credibility, and help spokespeople connect more personally with audiences by showcasing their expertise and personality in a more memorable way than print alone often allows.
Broadcast enables asset management firms to respond to market events in real time and position their experts as go-to resources for analysis, commentary, and perspective. Whether it’s a reaction to a tariff-induced sell-off on CNBC’s Closing Bell or a deep dive on the rise of active ETFs on Bloomberg’s ETF IQ, strategic placement in broadcast can amplify a firm’s brand far beyond its existing client base.
Unlike print interviews, where spokespeople may be quoted only briefly or not at all, live broadcast segments mean that everything the spokesperson says will be heard. This offers more control over messaging but also requires additional planning to ensure that the right spokesperson is being put forward for the right opportunities.
Broadcast offers unique advantages in the attention economy. If executed well, a segment can not only reach viewers in real time but also capture their attention through tone, facial expression, confidence, and storytelling.
Furthermore, broadcast appearances are increasingly repurposed: clipped for social media, embedded in digital articles, and featured on platforms like YouTube and LinkedIn. This multiplies their reach and extends their shelf life, allowing one strong interview to generate value across multiple channels.
Identifying the Right Broadcast Segments
The first step in any broadcast strategy is identifying the most relevant segments for the firm’s message.
Begin with the target audience: Are you trying to reach institutional investors, financial advisors, high-net-worth individuals, or everyday retail investors? This will help determine which outlet to target and shape the tone of the appearance.
If the goal is to reach institutional investors, focus on segments known for delivering sophisticated market analysis and policy commentary. National segments like CNBC’s Squawk Box, Bloomberg’s The Open, or Fox Business’s Making Money with Charles Payne offer prime visibility for broader market commentary.
If the goal is to speak to retail investors or advisors, segments like Yahoo Finance’s Options 101 and Schwab Network’s Morning Trade Live provide more niche platforms with highly engaged financial audiences.
Other considerations include:
- Format: Is it a rapid-fire panel (1–2 minutes), a solo sit-down (5–10 minutes), or part of a larger news package? The format impacts how much depth you can go into, the tone you should take, and how much control your spokesperson will have over the message. For complex topics, longer sit-downs allow for more nuanced storytelling. Shorter panel segments are better suited for quick, digestible soundbites from confident speakers.
- Longevity: Is this a one-time opportunity, or is there potential for repeat appearances based on a strong performance? A strong on-air performance can turn a single appearance into an ongoing relationship with producers. Prioritizing outlets that regularly feature returning guests can help position your spokesperson as a go-to industry voice.
- Content redistribution: Can the segment be reused on LinkedIn, YouTube, or other media channels? Most segments can and should be clipped for wider use. Consider whether the outlet provides access to downloadable footage or embedded links, and plan how you’ll package and promote the content.
Mastering Broadcast Media Outreach
Many broadcast opportunities are scheduled weeks or even months in advance. This means it’s essential to maintain a consistent pitching strategy that positions your spokespeople as go-to experts, even when there’s no immediate news hook. Producers are looking for credible, articulate voices who can speak to current market developments, but also offer broader insight that fits the show’s editorial calendar.
Successful broadcast placements require well-crafted, timely pitches. When pitching, send producers clear, relevant bullet points backed by credentials, especially if they stem from the firm’s recent reports or whitepapers. When applicable, offer visuals such as charts, market snapshots, or branded infographics. It’s important to be very clear on why the story works for a particular segment.
Preparing for the Broadcast (and the Day Of)
Ensure spokespersons are geographically accessible or studio-ready. In-person appearances are still highly valued, especially in New York, where CNBC, Bloomberg, Fox Business, and Yahoo Finance are headquartered. Many networks also have local affiliate studios across major cities that can be used for down-the-line interviews.
For spokespeople appearing from home or the office, a strong audio/visual setup is essential. This includes high-quality lighting, a professional-grade webcam, clear audio, and a clean background. The setup should be tested in advance with the producer—especially live segments—to avoid any technical disruptions and ensure a seamless experience.
Even the best spokespersons need practice before going live. Holistic preparation for both briefing and media training is important, particularly for those accustomed to long-form conversations or print interviews.
On broadcast, clarity and brevity are everything. Unlike print interviews, where a spokesperson has more room to elaborate, broadcast segments require answers to be tight, clear, and memorable—typically within 20 to 30 seconds. Media training should focus on distilling complex ideas into digestible soundbites, maintaining confident body language, and handling unexpected or challenging questions. Mock interviews, especially under timed conditions, can be incredibly helpful.
A thorough briefing, including sample questions, the segment format, background on the host, and key talking points, is essential for preparing a spokesperson. If in-person, someone should accompany them to the studio to manage logistics and liaise with the producer. Depending on the format, sometimes spokespeople will have a chance to meet with the host beforehand. This is truer for longer segments. Either way, make sure to arrive early to have sufficient time to prepare!
Post-Broadcast: Analyze and Amplify
Once the segment airs, it can be repurposed via sharing the video across social media channels, highlighting key quotes in blog posts or newsletters, and posting links to the segment on the firm’s website or media center. Reproduction rights may need to be purchased to share a clip on the client’s website. Measure impact using metrics like video views, social shares, website traffic spikes, and inbound inquiries to assess the segment’s effectiveness.
To secure repeat appearances, it’s essential to maintain a strong relationship with the producer. This includes timely follow-ups on scheduling, staying aligned on potential discussion topics, and demonstrating consistency and preparedness. Being dependable, responsive, and easy to work with reinforces your spokesperson as a go-to resource, making it far more likely they’ll be invited back.
Final Thoughts
Broadcast media offers asset management firms a high-visibility platform to communicate thought leadership, clarify market positions, and build brand credibility.
For PR professionals, success depends on knowing which opportunities to pursue, crafting smart and timely pitches, preparing spokespeople for broadcast formats, and strategically leveraging each segment across media channels. Done right, broadcast PR can elevate your asset management client into a trusted voice on screen and beyond.