TV Producers Just Revealed What They Really Want from PR
The 2025 TV News Producers Report from D S Simon Media presents a clear roadmap for communicators looking to secure media coverage. With insights from TV producers across the country, the report sheds light on the shifting priorities and preferences of broadcast newsrooms, offering critical takeaways for PR professionals aiming to land interviews and shape media narratives.
A Boon for PR Professionals
The report highlights that a record number of topic areas—more than 20—generated interest from a majority of producers, with Health and Wellness remaining the most sought-after subject (76%). Notably, an overwhelming 91% of producers are open to being pitched by companies, brands, and nonprofits. This presents a prime opportunity for communicators to position their spokespeople as thought leaders on trending topics.
One of the most significant shifts is the growing preference for in-house spokespeople over third-party experts. A striking 85% of producers now favor interviews with internal representatives, a substantial increase from previous years. This underscores the need for organizations to invest in media training for executives and internal subject-matter experts to maximize their chances of securing coverage.
The Continued Reign of Zoom
The adoption of virtual interviews continues to dominate, with 82% of producers indicating they will still conduct interviews via Zoom or similar platforms. This trend reduces the logistical burden on spokespeople, allowing for more flexible media opportunities with minimal disruption to their schedules. Communicators must ensure that their spokespersons have high-quality virtual setups to maintain professionalism and credibility in interviews.
Local TV News Remains a Trusted Medium
In an era of declining trust in national media and social platforms, local TV news continues to hold strong credibility. According to the report, 85% of audiences trust local TV news over social media, while 67% prefer it over network news. This presents an opportunity for communicators to prioritize local outreach and tailor their messaging to resonate with regional audiences.
Health Coverage and the Changing Media Landscape
While Health and Wellness remains the top category of interest, the approach to covering these stories has evolved. The report reveals that fewer stations are relying on network or syndicated health feeds, instead opting for individually booked segments through PR-driven initiatives. Additionally, only 29% of stations still employ a dedicated health producer, meaning communicators have a greater role in shaping health-related coverage.
Mental health has emerged as a dominant topic, with 84% of producers expressing interest in related stories. Women’s health (78%), wellness care (71%), and children’s health (69%) are also gaining traction, offering communicators an opportunity to craft strategic messaging that aligns with these priorities.
Actionable Insights for Communicators
Prioritize In-House Spokespeople – With a strong preference for internal experts, organizations should invest in media training and develop key messages to enhance credibility.
Optimize Virtual Interview Setups – Ensure that executives and spokespeople have professional-grade video and audio equipment to stand out in Zoom interviews.
Target Local TV for Greater Impact – Leverage the high trust in local TV news by pitching regional angles and community-driven stories.
Capitalize on Health and Wellness Trends – Frame stories around trending health topics like mental health and wellness care to increase media appeal.
Be Proactive with Media Outreach – As stations reduce dedicated health producers, communicators must take the lead in crafting compelling, media-ready narratives.
The 2025 TV News Producers Report underscores the increasing reliance on PR-generated content, providing communicators with a significant opportunity to shape the news cycle. By understanding these trends and adapting strategies accordingly, PR professionals can elevate their media presence and drive meaningful coverage in the evolving broadcast landscape.
