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Harnessing the power of broadcast


Working with broadcast journalists is one of many skills a PR professional must master. National TV and radio stations have high circulation figures, which is why integrating broadcast into a PR strategy should be a key consideration from the outset. However, this is a highly competitive business, with all PRs pitching for the same prime time slot.

TV – outline exactly what you can offer

When pitching to TV editors, PR professionals must remember what a TV journalist needs. A story may be ground-breaking but without good visuals, or a spokesperson to get in front of a camera, it won’t make it to the screen. When pitching to journalists, get their attention by clearly outlining what you can offer:

•What will they see?
•Who is the spokesperson and what can they talk about?
•What footage can you give to them?

It’s also important to remember that news content varies depending on the time of day. Lunchtime news producers are more likely to take light-hearted, consumer stories as opposed to the 10 o’clock news, where the hard-hitting headlines take the lead.

Radio – create a talking point

Due to cost cutting within the industry, radio stations now pool journalistic resources, creating a ‘hub’ of content that is shared and distributed. This is good news for PRs, as it means we can reach multiple newsrooms with just one call – so make sure you get that call right first time.

When talking to a radio producer or news editor, it’s important to provide content that will encourage audience interaction. Often, radio stations are looking for interesting talking points that will encourage listeners to call, text, email, or tweet the studio, opening a two-way dialogue between presenter and listener.

Vloggers – do your research

The broadcast industry has seen a seismic shift from traditional methods to digital platforms, which is why Google recently urged brands to spend at least 24 per cent of advertising budgets on YouTube instead of television . YouTube has one billion unique users each month, and vloggers are considered to be the next generation of celebrated broadcasters. For example, Zoella, beauty and fashion vlogger, has over 10 million subscribed viewers and has worked with brands such as Lush and Boohoo, promoting their products to a loyal fan-base.

Finding a vlogger that will review your client’s product can be difficult, as they pride themselves on producing original and sometimes niche content.  As such, PR’s must take the time to research each individual vlogger and their audience, and provide products or stories that will be of genuine interest to them. 

On Tuesday, some of the Jammers visited Prolific North Live, an industry exhibition, where the power of broadcast was discussed in depth by figures from the BBC and ITV. We’ll be putting our learnings from the event into action in 2016, as we commence work on some exciting campaigns.

JAM was saddened this week to hear of the passing of one of Britain’s most brilliant broadcasters, Sir Terry Wogan. Rest in peace, Tel – you were one of the best.

“Get on your toes, keep your wits about you, say goodnight politely when it’s over, go home and enjoy your dinner” – Sir Terry Wogan.


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