Beyond PR

Aug 08, 2011

Getting on Daytime TV Talk Shows

The Publicity Club of New York hosted a luncheon in late July featuring segment and guest producers from some of the top-rated daytime TV talk shows:

Following are highlights of the very informative session, which was also streamed online. To sign up for the streaming pass, click here.


Neger is coordinating producer for ABC News’ “Good Morning America,” where she produces live book and author segments, live medical/health segments, and animal/wildlife features. She produces regular segments with both Jack Hanna, director emeritus of the Columbus Zoo, and veterinarian Marty Becker. She also co-created the shows ground-breaking women’s health coverage, “The Healthy Woman.” In addition, she works with a number of special-interest magazines, producing lifestyle pieces for the show.

Before pitching “GMA,” it’s important to know the show, said Neger. The broadcast is broken down into four sections:

  • 7 to 7:30 a.m. is the news half hour.
  • 7:30 to 8 a.m. is informational. Features have to be “buzzy” and visual (video, lots of pictures). For example, they recently interviewed a doctor regarding the heat wave hitting various parts of the country. Rather than interviewing the doctor in the studio, they interviewed him in a sauna. At the beginning of the interview, they weighed him and took his vitals, and then compared them to his weight and vitals after being in the sauna. This helped them explain to viewers what happens to a body in extreme heat. “We are always trying to find visual ways to tell the story,” said Neger. “We are television. We don’t want talking heads. We’re always looking for a ‘television moment’ – what people will be talking about after the show.”
  • 8 to 9 a.m. is hip, fun, visual entertainment – e.g., a fashion show featuring twins, one wearing a “splurge” item and the other wearing a “knockoff.” The anchors then try to guess which one is wearing which.

By watching the show, you’ll get a better idea of what they do and don’t cover. “Not every person or product is appropriate for the show.” For example, don’t pitch “20/20” with a story about eyebrow waxing (an actual pitch a colleague of hers at “20/20” recently received).

Also, be aware of timing. Know what’s making news so you know when not to pitch. “If there’s a big news story, like a plane crash, don’t pitch a story at that time,” said Neger.

You can assume the show wants exclusivity, said Neger, adding that she would like to know if you’re pitching the same story to other shows. And if you are, make sure you proofread your email. “I got an email that said, ‘This would be perfect for Matt and Ann,’” she said.

If you have a deadline by when you need to hear back before you take the story elsewhere, include that in the pitch, as well.

A few additional tips when contacting Neger:

  • She prefers pitches by email ( Keep them short, with the topic in the subject line and your client’s info in the opening paragraph. Don’t get too personal. And avoid calling a few minutes later to ask if she got the email.
  • If you’re leaving a voicemail message, make sure to include your name and phone number at the beginning and end of the message.
  • If sending snail mail, send to the show’s new location, 47 West 66th St. Although the show still has a studio downtown, Neger doesn’t visit it very often and prefers mail be sent to the new location

Neger added that “Good Morning America” is “really into social networking.” The show was 1.7 million followers on Twitter, and all of the anchors tweet, often during the show. If what you’re pitching has a social tie-in, make sure to mention it in your pitch.


Burkhard explained that the program’s first section, in which Regis and Kelly talk about whatever’s on their mind, is not pitchable. “It’s totally organic,” she said. “They don’t even talk about it before the show.”

The show has three other sections: two top celebrity interviews and a demo. Demos can be about music, cooking, etc. – anything that’s “fun, different, really unique, and hasn’t been anywhere,” said Burkhard. “We want to be first if we can.”

When pitching, mention any pictures, videos, etc., that are available.

The show books three months in advance, so also keep that in mind when deciding when to pitch.


The “Today” show has four hours of content to fill every day:

  • 7 to 7:30 a.m. is the news half hour.
  • From 7:30 to 8 a.m., it starts changing a bit.
  • 8 to 9 a.m. is more feature-oriented, with mom stories, entertainment, books, etc.
  • 9 to 10 a.m. includes some news elements, as well as health-oriented stories and features like “Money 911.”
  • The 10 a.m. hour “is pretty much just a drinking thing,” joked LaGreca.

LaGreca echoed the other panelists when she stressed the important of being familiar with “Today” before pitching: “Know the show. Know who you’re pitching. Don’t do the generic thing.”

LaGreca also shared a list of her do’s and don’ts for pitching stories to “Today”:


  • Do know the person to pitch.
  • Do try to make your product part of a bigger story.
  • Do be transparent. If you have a medical expert that has ties with your client, tell them upfront.


  • Don’t pitch by phone. “I just don’t have the time.”
  • Don’t be too personal in your pitches. “I don’t like, ‘Happy Friday!’ or ‘How are you today?’ or overuse of exclamation points. I want something that’s useful.”
  • Don’t send attachments. “I once got an email with 24 jpegs attached. It’s just not necessary.” If you have a visual component, include a link to the video or to a website where she can view pictures.
  • Don’t follow up incessantly after sending a pitch. “Don’t berate, don’t pound us. If it’s something interesting, we’ll get back to you.”
  • Don’t feel bad if you don’t hear back.

LaGreca can be reached by email at


“You need to know the show,” said Popp. “Wendy Williams is very outspoken, and she says it like she means it.”

The show is very celebrity-based. Everything Williams does revolves around celebrities somehow, said Popp. While the show does do some human-interest stories, most of the program is celebrity-based. They don’t do a lot of medical segments.

If you’re pitching a product, think about any possible celebrity connection. For example, Lindsay Lohan was on the show, and the company that made her earrings did an audience giveaway. That’s the type of tie-in producers are looking for.

“The Wendy Williams Show” is a live show, so be aware of what’s going on. “Timing is everything,” said Popp. “If there’s a snowstorm in New York, or the airports are in chaos, you can bet we had some cancellations.” That might be an opportunity for you to pitch to them if you can get your client to the studio quickly.

The show does do cooking and fashion segments, but, again, think about any celebrity connections.

Another opportunity is themed months, which the show is doing more of. “Keep an eye out for what’s coming up on the show to look for opportunities,” said Popp.

For example, Williams will be going on a bus tour of 18 cities across the country, so if you have clients who are nationwide, check out the list of cities on the website.

Popp can be reached by email at


“I agree pretty much with what everyone else said,” Crudup said. “Know the show. It is not a cooking show — it is celebrity-driven. Know what Rachael Ray would respond to.”

The show loves to do field pieces, but they still need to have a unique angle for them to send a crew out.

In terms of lead time, Crudup says a month is good. However, they can turn a segment around in a day “if it’s a big-enough story.”

Having been a publicist at MGM for five years, Crudup knows what PR pros go through. He is open to developing relationships with publicists and tries to return all emails. When emailing, include any links in email.

Crudup can be reached by email at or by phone at (917) 332-3185.

Written by Maria Perez, director of news operations for ProfNet, a service that helps journalists connect with expert sources. To read more from Maria, visit her blog on ProfNet Connect at

11 Comments on Blog Post Title

Phil Werz 17:51 EDT on Aug 8, 2011

This is great stuff. I remember in my TV reporting days, I would get calls from PR people all the time. I even told one PR person: “If you call me again, I guarantee I WON’T do the story.” I had to be able to do the story on my time and my way. Having 18 years on the reporting/anchoring side allows me to put myself in producer’s shoes to help THEM do their jobs, not force a story down their throat (as it will never see the light of day). Great article.

Maria Perez 09:06 EDT on Aug 9, 2011

Thanks, Phil!

Laura Kidd 09:50 EDT on Aug 10, 2011

This is so helpful. Thank you!

Maria Perez 10:01 EDT on Aug 10, 2011

You’re welcome! I’m glad it was helpful.

Guapo 16:24 EDT on Sep 1, 2011

People should have leared all of this in their first year of journalism or public relations school and if they’re working in public relations or journalism with a degree in economics and an eye on attending nursing school, just don’t…wrong…just wrong… And hiring managers, if you have these people on your staff, you know who they are, let ’em go and hire a real PR pro. Plenty of them out there. No, I’m not one, fortunately. And wow, Patty and Tommy still going at it, crazy.

Mark Biltz 16:23 EDT on May 8, 2012

Kelly Burkhard doesn’t appear to have any contact information for “Live! with Kelly.” Is there a contact?

Maria Perez 13:18 EDT on May 11, 2012

Hi, Mark. Unfortunately, no. She did not want to share it.

­ Dee Rivera 11:48 EDT on Mar 15, 2016

Good information…Thank you!!

­ Travis 14:25 EDT on Aug 12, 2016

Thanks for the info! Some of the emails are no longer working, so if you have any updates that would be wonderful!

Amanda Hicken 17:12 EDT on Aug 12, 2016

Hi, Travis. So happy you found this useful, and thank you for the feedback. I agree it’s time to update this piece. We’ll work with our media research experts on getting new contacts and new tips!

­ Sofia Rodriguez 00:30 EDT on Oct 3, 2016

Hi Maria great article! Two questions for you: Do we need a press release to pitch to a daytime TV talk show/news show and secondly, do we have to have a PR person pitch for us or can we pitch ourselves…? Thank you!


Fill in your details below: