In terms of the quality and quantity of coverage it hasn’t been. However, it is more competitive to get on air and a radio campaign, that mainly took place between breakfast and lunchtime now stretches more into the afternoon.
The nature of the interviews however has changed to an extent. There aren’t really any opportunities, for example, for double headed interviews – that’s when we would position a brand spokesperson alongside a third party one. For radio it works much better if both spokespeople can see each other, rather than one person dominating and the other not sure when to chip in. That’s easier done when both are together in the one studio and you can be aided by body language. So single interviews are more likely.
That said, if the remit is to get some coverage for a brand spokesperson we will. The third-party spokesperson will get the lion share of national and larger regional stations, but there will always be something for the corporate guest too.
There are also more live interviews which, for radio PR, is a good thing. A live interview will generally last longer and of course you have more editorial control, better chances of weaving in your key messages when answering the questions. The reason for more live interviews boils down to the cutbacks seen in the broadcast industry; fewer people are filling more air-times and it is quicker for them to organise a live interview than to do a pre-recorded one, then edit it.
Our tip is to make sure your spokespeople are media trained so they’re good enough to cope with live interviews Our training is predominantly practical and we now put a big focus on practising live interviews as a result of recent developments in the industry. CLICK HERE TO FIND OUT MORE ABOUT OUR MEDIA TRAINING:
A busy news agenda (and we’ve had a busy news agenda for more than a year, what with Brexit then Covid-19) it is more competitive to get on-air. So, put yourself into the best possible position by offering broadcast journalists what they need:
- A strong top line for the story
- Flexible and accommodating spokespeople – ideally a third party and/or celebrity
- Allow several days for the story to be sold in. Some broadcasters book up a week or more in advance – again this is down to a lack of resources in newsrooms
- If you want regional radio coverage make sure there is regional interest. That could be local statistics, a local case study or spokesperson