In this edition of Journo Intel, we’re pulling back the curtain on one of the UK’s most influential business programmes: Business Live on Sky News.
Our media relations team picked the brain of the show’s producer, Martin Kimber, at an event hosted by our broadcast specialist friends at Markettiers.
Here’s the inside scoop!
About Business Live
Business Live airs twice daily, from 11:30 am to 12 noon and again from 4:30 pm to 5 pm. It’s a lean operation, with Ian based in the City studio alongside Output Producer Martin Kimber and Assistant Editor Piers Wisbey. The show typically features three guests in the morning segment and two in the afternoon. While Ian King will be leaving the show in the spring of 2025, the format and approach to pitching will more or less stay the same.
How and when to pitch
Timing is everything. The best window to pitch is between the shows after 12 pm. Martin’s at his desk from 8 am but is busy with pre-show preparations until after the morning segment wraps.
Martin’s provided a pitch template on his X account (@MrMKimber). Use it! It should include:
- Who (guest name and job title)
- When (available dates)
- Where (studio or remote location)
- What (your story)
What to pitch
Be news-relevant, but with a twist.
Business Live covers news of the day, not yesterday’s news. To catch Martin’s eye, pitch stories that buck trends or provide fresh angles on current issues. Watch the show, read the papers, and think outside the box.
Diversity matters
The show is keen on featuring women in finance and a diverse array of guests. If you have a female C-suite executive, they’re particularly interested.
Things to consider
Remember, this is television.
If you’re pitching a remote interview, make sure you have a dedicated 4K camera, a good mic (AirPods can work), ring lights, and a solid internet connection. B-roll footage is always welcome.
Be flexible and prepared
Slots can be moved or cancelled because of breaking news. Make sure your spokesperson is media-trained and can engage authentically with the presenter’s questions.
No question previews
Don’t ask for questions in advance or try to suggest any. That’s a big no-no.
Build relationships
Martin is available for face-to-face meetings. Being visible in the city can help you build a rapport with the team. He’s also created a group on Telegram where he puts call outs for guests. Join and see if you can get in.
The bar is high
Especially for certain topics like AI, startups and cybersecurity. Your story must be understandable to the average viewer – if your mum wouldn’t get it, it might not make the cut.
And it’s not just about the story, but also about how it fits into the show’s format.
So, if you’re pitching to Business Live, keep it relevant, visual, and aligned with the show’s style. Good luck!
Talk to our B2B PR agency team today for more media intel.
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Written by Jasmin Martin, Senior Media Relations Executive at Definition.