With over 20 years of experience in broadcast news, Tessa McCann is an industry veteran with a wealth of knowledge. She's a seasoned News Editor who specializes in events, breaking news, feature stories, and on-location producing.
Tessa's journey in media began at CNBC in Singapore, and she has since worked for major international broadcasters like Bloomberg and CNN across global hubs such as Hong Kong, Singapore, Tokyo, and London.
In 2016, Tessa McCann returned to CNBC as News Editor, and she now oversees the strategic relationships of CNBC International's news desk — a role that includes managing the booking of on-air guests for CNBC interviews, from CEOs to industry influencers.
It's a fast-paced role, as CNBC is the world's number 1 business news network. This requires a personal approach involving c-suites, across various industries, locations and continents! Tessa and her team stay on top of breaking business, geopolitical, and market news while ensuring they book the right voices for CNBC interviews to provide valuable insights to their audience.
Who watches CNBC? CNBC's audience is made up of business leaders, investors, and financial services professionals seeking real-time financial market updates and business news. In Europe, CNBC holds the title of the #1 business news brand, with a 24% higher reach among affluent Europeans compared to its closest competitor, according to the Ipsos Affluent Europe 2024 survey.
Does a company have to be listed to get on CNBC interviews? This used to be the case, but it's no longer a requirement. Tessa McCann's PR team is working to expand beyond publicly listed companies, aiming to include more diverse business perspectives. The key to getting on-air, she notes, is having something compelling to say. While big brands naturally attract attention, CNBC isn' t dismissive of smaller, lesser-known companies if they offer valuable insights.
What sort of stories does CNBC like? At the heart of CNBC's content are global business and financial stories. But beyond the numbers, there's an increasing appetite for tech-related stories. Geopolitics, central bank policy, sustainability, trade, and travel topics also pique CNBC's interest.
The earnings season - when companies announce their profits - is always busy. CNBC also likes to cover key economic data, such as inflation or US payroll announcements.
They will cover other hard news stories, such as the US elections, but that's still in relation to how that story will affect business and finance.
Ultimately, CNBC aims to provide stories that offer a global perspective. For example, a company based in Germany may still be of interest to audiences in Asia, making the content relevant to CNBC's international viewer base.
CNBC also likes to go to and take part in events, such as the Mobile World Congress or WEF Davos. They' re about to hold an event, Converge Live, in Singapore on March 12 and 13. Set days, such as International Women's Day, which CNBC always cover, also work for the broadcaster. Tessa emphasises that there's still a significant underrepresentation of women in business, and CNBC is keen on ensuring a variety of voices and perspectives on-air.
It was interesting to hear though, that CNBC has become more targeted when it comes to covering AI. We are beyond “what is it”, Tessa explained, and successful stories look at more how we integrate it and use it to innovate.
Research and data-based stories can be picked up by CNBC, but it needs to be global, or at least European.
Exclusives Who doesn' t love an exclusive? Tessa says exclusives are always welcome. But if it's not an exclusive, CNBC prefers a “first-on” approach, where a brand or PR agency guarantees they' re the first to offer a story. Any flexibility in this policy depends on the level of the CEO or guest.
Does a guest need to be media trained? Tessa says that there is an expectation that spokespeople will be good! That means they need experience of going in front of a television camera before walking into CNBC's studio, Tessa McCann's PR team will want proof of this. She suggests sending a link to an interview that your spokesperson has done previously, to the producer overseeing the booking.
What sort of guests do CNBC like? Like many broadcasters, CNBC is always on the lookout for expert spokespeople. While they have regular contributors, they are eager to discover new talent. Particularly sought-after areas for commentary include the economy, market analysis, and geopolitics—sectors that are ever-evolving with the news cycle.
Studio, remote or on location? The CNBC team prefer guests to come into the studio for interviews. Tessa says that's because it's more natural, so there's a better rapport between the guest and the presenter.
How much does CNBC want B-Roll ? They love it (Tessa's words).
B-roll is 6-8 minutes' worth of roughly edited video footage, produced by companies like Shout! Communications, to illustrate a PR story, and distributed free of charge to broadcasters in the hope they' ll run the story. It needs to look like something a broadcaster might have filmed for themselves.
Tessa's advice is to keep it simple - minimal editing and no graphics. Be warned: if you don' t offer B-Roll, then CNBC will probably use library footage instead. That means you' d have no control over what pictures are used.
More tips about producing successful B-Roll footage here .
What makes a PR pitch stand out to Tessa McCann and her PR team It's got to, Tessa explains, catch the eye - perhaps with a great top line, or different perspective. Additionally, you' ve got to make sure the spokesperson you offer is available!
Interested in having extra broadcast PR support to help you clinch opportunities on CNBC and other UK, European or US television channels? Call us on 020 7240 7373 or email hello@shoutcommunications.co.uk for a chat.
