Doubling your coverage on radio and television might seem like a bold statement, but when it comes to broadcast PR there are some surefire ways of increasing coverage. As part of our broadcast PR advice series, we’ve pulled together what we think are the top tips for maximising coverage.
Think like a broadcast journalist
Try to get inside the head of a broadcaster and think – are you really offering them something that they want? If it’s not new or relevant to their audience then chances are they’re not going to be interested, and if you keep approaching them with stories that aren’t right for them then they may stop taking you seriously.
It is absolutely essential that you dovetail your print and broadcast sell-ins. I cannot stress enough how important this is. If broadcasters have seen something in the papers the day before, or earlier in the week, then they are extremely unlikely to run it as news in their programme – unless you can offer a strong new angle. Broadcasters like to have things first so embargo your story until 00.01 on the day that it’ll be in the papers and they can run it during the early hours.
It feels like we’re always banging on about spokespeople at Shout! but they really can make or break a story for broadcast. TV and radio journalists tend to be impatient and work to strict deadlines, so for them the best spokesperson is someone who is willing and available at the time that they want to speak to them. Make sure your spokesperson is happy to do pre-records the day before a story, and is available from early on the day itself. Ideally you might want to have a variety of case studies to suit different audiences, and if possible have one available in London and one available in Manchester as that’s where BBC Breakfast and 5Live broadcast from.
Broadcasters love case studies – fact! If you can offer them a good case study to complement your story they are much more likely to run it. BUT, make sure your case study is relevant – so if your story is about a new drug to treat a specific illness, the case study should have taken the drug and be able to talk about its impact. Again if you can get a good regional spread of cases studies that will really help to boost regional coverage.