TVB Kicks Off PR Push For Political Ad Money

TVB has hired a politically-connected public relations firm in Washington to help make the case that broadcast TV continues to be the best medium for political advertising.

TVB President Steve Lanzano says that The Herald Group will answer claims by digital media that TV is wasteful and inefficient as digital goes after a larger share of the mounting advertising dollars.

“There is a lot of misinformation out there,” Lanzano says. “This is a matter of setting the record straight. When you are the champ, everybody comes after you.”

TVB will principally be represented by Taylor Gross, a Herald Group partner who, Lanzano says, is “well respected among the press and the [political] consulting community.”

Lanzano says he expects Gross to not only counter the misinformation, but also to be “pro-active” in telling the TV story. “We get 85% of the political dollars; we want 85% of the voice,” he says.

“We know it works, they [the candidates] know it works. We have to be out there and making sure we get our point of view across.”