The world of media is built on moments. Sometimes those moments fall into your lap. Other times, you have to go out and create them. Either way, broadcasters who recognize a big moment — and maximize it — separate themselves from the competition.
The recent news that Newsmax CEO Chris Ruddy landed the first interview with Israeli Prime Minister Benjamin Netanyahu got me thinking. What should stations and networks actually do when they secure a major interview?
The answer seems obvious. But based on what I’ve seen throughout the industry, it’s worth spelling out.
Promote the Hell Out Of It
You’ve got the goods. Now tell everybody.
Securing a major interview is only half the battle. The moment you lock it in, your promotional machine needs to kick into overdrive.
Every platform you own — radio, television, social media, email newsletters, your website — should be screaming about it. Let your audience know who you’ve got, when it airs, and how they can watch or listen.
Don’t assume your audience will stumble across it. They won’t. You have to bring it to them. Push notifications. Social posts. On-air teases. Cross-promote it across every show on your station leading up to airtime.
If you’ve got a morning show, they should be talking about your afternoon interview. If you’ve got an afternoon drive host, they should be pointing listeners toward the evening broadcast.
Promotion isn’t a one-time announcement. It’s a sustained drumbeat. You’ve earned the right to make noise — so make it.
Tease the Hell Out Of It
Clips are currency. Spend them wisely.
Before your interview ever airs, you should already be releasing pieces of it. Pull a compelling 60-second clip and push it to social media. Find the sharpest exchange, one of the most newsworthy soundbites, or the most surprising moment — and let people see it early. Give your audience a reason — outside of sheer name recognition — to tune in.
Smart broadcasters don’t just promote an interview in the abstract. They show people what’s coming. There’s a big difference between saying, “We’ve got an exclusive interview airing tonight,” and actually showing 45 seconds of a leader making news. One is a promise. The other is proof.
Use a snippet in a morning show tease. Drop a clip on Instagram. Post a short preview on YouTube. Each piece of content you release before airtime is another hook.
Not everyone will see every post — so don’t be afraid to tease it more than once. The goal is to create anticipation.
Make your audience feel like they can’t afford to miss it.
Portion the Hell Out Of It
The interview airing isn’t the finish line. It’s the starting gun, really.
After it airs, your job isn’t done — it’s just entering a new phase. Have clips ready to go for the shows that follow. If the interview didn’t air during drivetime or primetime, that’s especially critical. Most of your audience may have missed it live. They need another entry point.
Turn your station into an echo chamber. Have hosts react to the biggest moments. Dissect the conversation. Replay the most newsworthy exchange in your next newscast. Post the full conversation on your website and YouTube channel. Break it into shareable segments for social media.
Every show that follows the interview is an opportunity to extend its shelf life. Don’t waste those hours. Use them to drive continued engagement and remind your audience why your station is the place where news gets made.
These steps might sound obvious. But they’re not always followed. Too many stations land a solid interview and then treat it like any other piece of content.
That’s a mistake.
Wasted promotional opportunities aren’t easily replicated. When the moment presents itself, you have to be ready to squeeze every last drop out of it. Capitalize — or watch someone else do it instead.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
