As the importance of multimedia increases, and TV and radio channels grow – accelerated by the pandemic – PR professionals of all stripes need an understanding of broadcast journalism. As the number of platforms for coverage continues to multiply, however, PRs can find themselves being spread too thinly, and not knowing enough about any one platform.
In this situation, the support of a broadcast PR specialist can provide the guidance and expertise necessary to secure top-quality coverage across broadcast media channels. Some major PR agencies – and brands themselves – even choose to hire dedicated sector specialists, guaranteeing success when it comes to delivering an impactful broadcast campaign.
So what do you need to consider when working with a broadcast PR specialist? Here is an overview of the challenges that PR professionals face when working with broadcast journalists, how a broadcast PR specialist can help, and how to choose the right specialist for you.
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How a broadcast PR specialist can help
Due to the rise of social media and online platforms, broadcast can often be viewed as one of the less important mediums to secure coverage – although evidence shows that this is a huge missed opportunity. Often, broadcast pitching might be left to the most junior executive in the team, in the mindset that it is the least valuable platform, and therefore requires the least skills.
However, knowing how to pitch to broadcast journalists takes specific knowledge and expertise. In order to be able to capture their attention and provide them with exactly what they need, agencies need to know how to pitch correctly – knowing the full details by heart, and getting key facts (such as spokespeople) right.
A broadcast PR specialist not only has established relationships with these top-tier broadcast journalists, but also knows exactly how to find a news hook, pitch a story, engage with the journalist, fire their imagination, and ultimately secure valuable coverage.
Another consideration that often gets overlooked are the logistics for a broadcast crew when filming. At best, this is due to ignorance; at worst, laziness. It’s all too easy for PR professionals to breathe a sigh of relief once they have secured the all-important broadcast coverage: the date and time has been confirmed, so they feel like their work is done – right?
Wrong. In order to film or record a piece of footage, the crew need time to set-up their equipment, and make sure everything is working properly. PR professionals need to think about these logistical considerations in order for their campaign to succeed. Examples might include parking a satellite van where there is clear access to the sky, or recording audio in a quiet space.
A broadcast PR specialist can ensure that these logistical considerations are worked through ahead of the day, and then attend on the day to ensure all runs smoothly.
Another consideration that a broadcast PR specialist can help with is to properly understand the medium or platform, and the visual opportunities that will make the coverage a success (or a flop). No matter how good a story is, or how compelling a news hook it is, it won’t work on TV if the interview has been filmed in a blank white boardroom, or if the B-roll is uninspiring.
A good broadcast PR specialist will be able to sketch out a piece of coverage in their mind, and consider the range of visual opportunities that they’ll have in creating it. This will help to appeal to journalists, and increase the likelihood of being featured.
One of the worst mistakes you can make is not planning properly. Broadcast media outlets usually only feature six to ten news stories a day, and are only really interested in the next 24 to 48 hours – making their time precious, and spaces competitive.
A good broadcast PR specialist will plan properly, ensuring that everything is lined up and ready to go within the golden window of opportunity. Broadcasters can be extremely demanding, so if they require a spokesperson at short notice, the specialist will need to be quick-thinking and fast-acting, and grab the opportunities while they are being offered.
How to pick the right broadcast PR specialist
There are a number of things to consider when choosing a broadcast PR specialist to support your broadcast strategy, and help make your campaign a success.
Firstly, you want to choose a specialist that is interested in quality over quantity. Ideally, you need a creative strategy that will provide a fresh and innovative way of delivering broadcast coverage, rather than simply trying to hit a certain target number of pieces.
Less emphasis should be placed on quantity of coverage, and more on the impact that this broadcast coverage has. In doing so, the broadcast specialist will be able to create more authentic content that delivers engagement in the right places, rather than rehashing what’s already been done.
You’ll also need to choose a broadcast PR specialist who is able to explain their process for measuring results, and see if their idea of success aligns with your own. Ensure that the specialist you end up working with commits to a specific number of interview opportunities, or guarantees at least one key placement, and then have this formalised within your contract.
Above all, ensure the broadcast specialist you work with is able to counteract the challenges we’ve highlighted above. In this way, they should:
- Have established relationships with reputable journalists (a ‘little black book’ of contacts that you’ll be able to utilise)
- Help you to find a news hook with your story, and then successfully pitch this to a range of broadcast media
- Work through logistics to ensure a smooth process for recording coverage on the day
- Consider the broadcast platform, and plan the best opportunities to create visually appealing and interesting content for that particular medium
- Plan properly for the short time-frame that broadcast journalists work within, and be quick to respond to opportunities
By working with a specialist to support your broadcast strategy and help you to secure coverage across TV and radio stations, you’ll be utilising a rich resource that many other PR professionals are missing, or not paying enough attention to.
In doing so, you’ll be able to connect with new audiences and increase your visibility – potentially in places that your competitors can’t reach. This means you’ll be better placed for success when it comes to growing your profile – giving you better sales and a better ROI.
