According to RAJAR, the radio industry official body in charge of measuring radio audiences in the UK, more than 49.5 million adults listen to the radio at some point each week. So, if you want brand awareness and a massive number of people to hear about what your company, brand or organisation is doing, then radio broadcast PR is definitely the way to go. But TV too – still packs a punch – while social media and online PR get much attention, national TV still commands unmatched credibility, reach, and trust.
The viewing figures are still strong for TV news, 5 News for example has reported its viewing figures grew by 4% in 2024. ITN which produces 5 News, said this made it the best year for the programme since 2018. The BBC 6 and 10 o’clock news too have reported an increase in viewers. Speaking at our recent Big Talk – Richard Burgess the BBC’s Director of News said V news is evolving – it has to! Despite strong viewership for linear TV, people are consuming news through digital forms more than ever before. Unlike 10 to 20 years ago, these younger audiences aren’t making appointments to sit down and watch the news at a certain time, they are picking up bits and pieces of the news as and when they want.
But the power of mass media in our digital age can’t be ignored – Ofcom reported last year that online news sources are now as widely used as TV news.
So what is broadcast PR?
Broadcast PR is about more than just publicising a brand or company—it’s about positioning and brand authority but specifically securing coverage or mentions on radio and TV – these are editorial opportunities very different from advertising, sponsorship or an advertorial.
A radio day is just one aspect of broadcast PR. Broadcast PR is really an umbrella term that covers anything and everything needed to secure coverage for a brand on radio, TV and some areas online.
This encompasses media relations, video and podcast production, media training and all the technical support like a pop-up radio day, or live streaming.
Read about our services in all these sectors by clicking here. https://shoutcommunications.co.uk/what-we-do/
Other reasons why business want to use broadcast to amplify their brand
Credibility & Trust:
Broadcast media is perceived as more authoritative compared to social platforms.
Audience Diversity:
Broadcast reaches demographics that might not be active on digital channels.
Repurposing for social media:
TV coverage can be clipped and amplified on social media and websites, extending its shelf life and reach another option is to repurpose the content into blog posts, podcasts, or thought leadership.
Some options - television coverage
This can take the form of interviews – either live or pre-recorded , a soundbite for part of a package or a live interview. Sometimes a TV broadcaster will just use the story as a springboard for a debate or feature or use your research for a graphic and find their own guest for expert commentary
Since the pandemic the world has, of course, embraced Zoom and this can give you the chance to amplify national broadcast coverage by having a willing and available spokesperson anywhere in the UK or if required the world.. From their perspective it is quick, meaning stories can be dropped or added to news programme running orders at the drop of a hat. Guests are definitely now required to go to national TV studios, but in general we feel Zoom interviews are an excellent back up and here to stay. Typically PR generated campaigns are not “must-have” stories. Those spokespeople that are keen, agile and with a flexible diary, are likely to get the most TV coverage.
Elements that can help secure national television coverage
Strong Visuals:
But there are some key requirements to securing TV coverage and amplifying your reach. TV thrives on imagery an there is a a need for strong visuals -either video footage the broadcaster has filmed themselves or B-roll to compliment the story which brands provide copyright free.
Spokespeople:
In addition having an excellent spokesperson is crucial for national broadcasting success Radio and television journalists can be unforgiving if they’re not. It depends on the story, but often the best spokesperson is a third party – an expert in their field, a celebrity, or a psychologist. The perfect scenario is to offer two guests for one story, one a corporate spokesperson, the other a third party. Either way they need to know how to perform for broadcast. A perfect spokesperson though – needs to be media trained and able to deflect persistent or tricky questioning.
Concise Messaging: National TV slots are short—your key message must be clear and to be impactful – told in 30 to 40 seconds or less. If you are unable to sum it up in a sentence, then it probably isn’t ready for TV
Media training:
Clear Spokesperson: Have someone articulate, confident, and camera-ready – that means they’ll need to be media trained.
A successful broadcast interview, on radio or television, involves the combination of two things. First you need to give the journalist the content they want. You want your spokesperson to be a return guest, not a one-off. Therefore they need to understand how to please a broadcast journalist. But there’s no point doing just that. The second crucial requirement is how to weave in your key messages and marketing goals to ensure your spokesperson delivers concise, impactful messages on-air.
What branding can you get from broadcast PR?
Being realistic about what is possible is the crux – for national TV and radio one brand credit mention and or a visual credit. Media relations is editorial, as opposed to advertorial, where you pay a fee for a commercial or promotion.
Tailored broadcast press releases
Can you sum up your story in a sentence with a compelling headline – if the answer is yes then your release is probably going to resonate with broadcasters. For TV include the offer of visuals
Who, why, what, where and when is a good place to start with any story, whether you’re a journalist or you work in PR. Obviously these words can be used in different context. Who has been appointed to the post, or who does this effect? Why does this matter? Why did the charity do a particular thing. What has changed? What happened. Where is it happening…. And so on.
Break down the different elements of a writing a press release and you’ll see there are some effective ways of getting your story across.
- A date, possible embargo and location
- The headline
- The crucial opening paragraph
- The filling out of the story
- Talking points from a spokesperson accompanied by the offer of a spokesperson for interview,
- Details of what you can see, or can be filmed for television
- Contact details. Information may need to be expanded on, confirmed, or interviews or filming set up.
Expert positioning
We call this news piggybacking offering experts to comment on breaking news stories of the day to raise your brand /charity profile. You’re positioning your spokesperson as an authoritative voice on breaking news presenting them as someone who can speak with real clarity and expertise on the story of the day. These can be set piece stories like interest rates or A ‘level results or reacting to an ongoing news story.. Sometimes waiting for a pre-planned PR campaign isn’t the best way to get your brand noticed, which is why this PR tool can be helpful.
Slimming world case study
The story ran in January, a competitive time for diet related stories, the challenge therefore was how to make the campaign stand out. Extracting the most news-worthy nuggets from the six-month long study was crucial. Writing tailor made press releases for different stations, we stressed the uniqueness of the study and the relationship between mental toughness and weight loss.
We linked the story to government figures suggesting that more than 40% of adults in England had gained weight over the last year with an average increase of half a stone. Linking the story to official statistics added further credibility to the campaign.
Case studies are critical to stories like this, and a compelling personal tale appeals greatly to broadcasters. We ensured each were fully briefed about Slimming World’s key messages, as well as what they should expect from the journalists interviewing them. Most had not prior experience of being interviewed for broadcast.
As is our norm, we sold in to national and regional, commercial and BBC radio stations offering two spokespeople: Dr Elizabeth Stamp, a lecturer at Loughborough University and Dr Jacquie Lavin, Head of Research & Scientific Affairs at Slimming World. Sophie Higginbottom, who had been named Slimmer of the Year after halving her bodyweight by losing nine stone, was the best used of our case studies.
Coverage included 6 BBC regional stations, 16 regional stations in total along with Sky News Radio and GB News.
Read about more of our case studies here. https://shoutcommunications.co.uk/our-work/
Final thoughts
National radio TV and radio is still a very powerful when strategically used. Broadcast PR is about credibility, authority, and reach that can’t always be matched by digital platforms alone.
If you’re looking to get your brand on the news, Shout! Communications specialises in helping brands secure media coverage on the most reputable news outlets. With our extensive industry experience and contacts across TV, radio, online news and podcasts, we make getting media attention easier than ever.
Our media training also ensures that you and your spokespeople make the very best out of any news opportunity.
Let Shout! Communications help you craft, pitch, and land the story that will put your brand in the spotlight.
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