You’ve spent months developing your campaign, have perfected the key messages and completed the final touches. So how do you now make sure it reaches as many people as possible? At Shout! Communications we believe broadcast PR is an integral part of a campaign and one that will ensure you reach maximum coverage.
Clients measure success in different ways, but we find almost all of them consider radio and TV coverage to be the icing on the cake. Broadcast PR can take your campaign to the next level, here’s why:
By nature, broadcast audiences are broad. TV and radio opportunities are a chance to reach millions of people. Whilst print has suffered a decline in sales due to the rise of social and digital media, TV and radio are still huge platforms that have retained their audiences.
Not only does broadcast ensure your campaign reaches people, it can ultimately reach the right people. For example, if you’re trying to reach decision makers, politicians and influencers are known to be amongst the audience of BBC Radio 4’s Today programme; but if you’re trying to target women it may be more appropriate to target ITV’s Loose Women or GMB. Arguably, focusing on specific programmes that your target audience will be consuming is far more effective than having your campaign in print for mass circulation.
People react far better to a human voice or presence than a piece of copy they read in a newspaper. Broadcast brings a campaign or story to life: images, sound effects and interaction all engage the audience and make them want to stay tuned in. A spokesperson or case study also brings a human-interest element to the campaign and makes the audience connect and listen.
Top tips for the perfect case study that’ll give your campaign the best chance of securing coverage?
Make sure they’re comfortable with both live or pre-recorded interviews. Whilst live opportunities can seem more intimidating, they offer the best chance to really get your key messages out there, so never shy away from them! They should also be comfortable being in a studio or another location. Saying that, sometimes it’s appropriate for them to be filmed at home, so they must be willing for a film crew to go to their house.
Willing and available case studies are worth their weight in gold, get a good case study and you’re far more likely to engage the audience on a deeper level!