News producer Martin Kimber reveals a new earning avenue for freelancers. Image source: LinkedIn
Sadly, print’s dead. News outlets want video, audio, and experts who can deliver fast and feed our attention spans. Here’s how freelancers can cash in on the shift
News outlets are binning their print-first approach. For example, City AM just hired Martin Kimber, formerly of Sky News, as their new Head of Video and Audio. His job? Build out reels, podcasts, and video content that actually get clicks and people talking.
However, this calls for another level of talent and skill. PRs and multimedia companies need freelancers and small business owners from all industries who can deliver broadcast-ready content at speed. If you’re a journalist, videographer, or topic expert who can shoot or speak on camera, there’s work to be had.
PRs and multimedia companies need freelancers and small business owners from all industries who can deliver broadcast-ready content at speed.
Here’s how to position yourself and what to pitch.
What’s actually happening:
PRs aren’t pitching newspaper stories anymore, according to Kimber in his interview with Daily Express’s Steph Spyro. They’re pitching packages: a written piece, a reel, maybe a podcast spot. One pitch, multiple outputs, bigger fee.
Kimber says,
No longer do you [PRs] stand a chance of just landing a newspaper article, but if you make a compelling offer of a spokesperson, location, B-roll, data or trend, you could well end up with a reel and a podcast appearance too.
The next time PRs pitch City AM, I want them to think about how their stories can be translated into an exciting visual offer because there’s every chance we might want them on screen as well as in the paper.
What this means for you: Stop thinking “article.” Start thinking “package.”
Journalists and copywriters: Pitch the written angle plus who should be on camera and what visuals you’ve got. Example: “I’ve got the data for a 60-second animated explainer that’ll work on Instagram.”
Videographers: Don’t just send your reel. Send a reel idea tied to what’s in the news today. Show you can turn around reactive content.
Topic experts: You’re the knowledge and legitimacy source. Your pitch needs to prove you can talk on camera without waffle, and that your setup doesn’t look like a post-party dorm room.
Speed matters: The 10-minute rule
When big news breaks, the first credible voice gets booked, according to Kimber. For breaking stories, “If you have a decent voice, it tends to be first-come, first-served within 10 minutes of the big event breaking.”
How to be first
Watch the news like your income depends on it: “It’s key people are in the office Monday to Friday with screens showing Sky, the BBC, GBN, CNBC to monitor what they’re leading on.” Set up TweetDeck, turn on news alerts, and keep one eye on the wires.
Pre-pitch your expertise: Before anything kicks off, send PRs and production companies a one-pager with:
- What you know (e.g., “Aviation incidents,” “Housing market crashes”)
- When you’re available (e.g., “On Zoom within 15 minutes, weekdays 8am–6pm”)
- Your tech setup (e.g., “Ring light, decent mic, clean background—broadcast ready”)
- When news breaks, pitch instantly: Don’t ask permission. Say: “I can record a 30-second expert reaction on [TOPIC] now and I’m free for a live spot in 10 minutes.”
What PRs and producers actually want
They want a full package that makes their job easy. Here’s what that looks like:
| You Do | You Pitch | You Deliver |
| Expert/talking head | The commentary | You, on camera, making sense of the story backed by knowledge, facts and without jargon |
| Videographer | The footage | B-roll they can use immediately, or you can shoot it today. Stock footage from past jobs works for reactive stuff |
| Journalist/copywriter | The angle and data | The insight that makes the story work, plus the script or interview questions already written |
| Industry commentators | The context | Either a specific location that adds to the story, or a trend angle that hooks a wider audience |
Make your pitch visual and audio-first
When PRs pitch news outlets now, they’re being told: explain how this works as video or audio, because we’ll probably want it on screen and in print.
For reels: Break down the structure in your pitch:
- What grabs attention in 3 seconds?
- What are the 3 best soundbites?
- What visuals go with it (charts, graphics, footage)?
- Keep it 30–90 seconds max
For podcasts: Prove your expert can chat, not lecture. Can they explain complicated stuff without sounding like a textbook? Audio needs good storytelling and clarity.
Keep it simple: Broadcast news has to be clear. Use normal words, short sentences, no jargon. If the regular person on the street wouldn’t get it, rewrite it.
The opportunity
News outlets are hiring for video and audio. PRs and production companies are scrambling to find freelancers who can deliver. If you can move fast, look decent on camera and pitch a full package instead of just a quote, you’re ahead of 90% of media freelancers and topic experts still pitching like it’s 2015.
The work and self-promotion opportunities are there. You just need to pitch and package it right.
Source: Your mic is live: Pitch reactive news reels and get hired – Freelance Informer
