Meet the Media: Katie Robertson

We recently hosted an exclusive theatre-style Q&A session with Katie Robertson, Programme Editor at ITV Evening News & News at Ten, offering invaluable insights into the world of broadcast news.

Attendees gained a front-row seat to learn best practices, avoid common pitfalls, and discover how to craft PR stories that resonate with broadcast journalists.

The session provided PR professionals, content creators, and media strategists with a deeper understanding of newsroom dynamics, helping them sharpen their skills and build stronger media relationships.

Here are some of the key takeaways:

🎥 Case Studies Must Be Ready: One of the biggest hurdles for getting a story on TV is having strong case studies. Producers need real people who are available for filming on the agreed date, willing to speak on-camera, and comfortable sharing their experiences publicly. Anonymous sources rarely work for TV, as viewers connect more with faces and personal stories.

📰 Know Your Audience: Different TV shows and news segments cater to different audiences. A human-interest piece might fit well on This Morning, while an investigative report would be better suited for Newsnight. Research the show’s tone, format, and audience before pitching to ensure your story aligns with their content.

⏳ Longer Lead Times for In-Depth Pieces: While breaking news stories can be turned around in a matter of hours, in-depth features-especially those for prime-time programs like News at Ten – require much longer lead times. These pieces involve more research, interviews, and approvals, so plan ahead if you’re aiming for a high-profile slot.

💡 Enhance Your Pitch: To make your pitch stand out, provide additional supporting elements. Offering compelling statistics, well-vetted case studies, and visually engaging filming locations can make the difference between a story being picked up or passed over. TV is a visual medium, so consider what will look good on screen.

☕ Build Relationships with Journalists: Relationships matter in the world of PR and journalism. Instead of just sending emails, take the time to introduce yourself with a quick call and, when possible, arrange to meet for a coffee. The better you understand a journalist’s needs, the more likely your stories will be successful.

🔥 Breaking News Takes Priority : No matter how strong your story is, breaking news will always take precedence. If a major national or global event occurs, your PR content may be dropped at the last minute. It’s important to manage client expectations and be prepared to reschedule if needed.