By Kate Fallis
In the world of PR we all strive for success. But what do we mean by success? As they say one person’s drink is another person’s poison….and success can mean different things to different people. Every broadcast campaign is unique and will have its own strengths and weaknesses, which is exactly why they need to be treated as such. There is never a one-size-fits-all scenario.
Quantity or quality?
In an ideal world you wouldn’t have to choose! But for some clients one may take precedence over the other. For example with a radio campaign some clients prefer to reach out to 20 smaller regional stations and have one national interview, while others would much rather 3 or 4 national interviews and only 8 or so regional stations. Either way, we can make it work. If the reach is important to you, let us know and we’ll only target stations you’re happy with.
We will generally guarantee a minimum number of interviews for a radio day. Typically this is at least 10-12 interviews, 1-2 of which are likely to be national. We will also agree a total minimum reach. This generally refers to the weekly listenership of a radio station.
At Shout! Communications we are unlikely to target any stations with a listener reach of under 50-thousand people per week. But urban based and national stations have much bigger audiences and this really boosts the numbers up. We’re willing to agree a total listenership target too – a million is not unusual although the more national opportunities we secure the more this figure will bump up. We crunched the numbers for the radio campaigns we did in the last 6 months of 2016 and we averaged 4.5 million, although there was a particularly good campaign about dog ticks that properly distorted the research. Click here to read the case study.
Communicating key messages
If the communication of key messages is top of your wish list this is where you might choose – if you had to – to compromise quality and/or quantity. You’re going to communicate more key messages during a live interview where you have more minutes on air – and if those key messages are quite commercial you’re again more likely to pull this off on a smaller commercial station. So the listener figures will be smaller and the perceived quality of the station, in some peoples’ eyes, less – but if you’ve heard 3 or 4 key messages transmitted then that’s going to be success for some.
BBC or commercial?
We have one household name client who values any BBC stations above all others. That’s because they rightly say that you can’t buy airtime on the BBC, so an opportunity there is technically priceless. It’s not just that though. It’s the perception that the BBC’s high journalistic standards mean any story they cover must be getting the seal of approval from auntie. And you can’t buy that.
Of course, as a specialist broadcast PR agency, we assume we’re going to pull the coverage in, meeting and exceeding targets. And we hope clients who have used us in the past assume that too. So sometimes success moves beyond the obvious and becomes about the smooth running of a campaign.
We believe it’s very important to keep our clients in the know and we have absolutely no qualms with being contacted all day, every day if that’s what the client needs. Some campaigns will require a lot more communication, be that over the phone or email, than others. For instance, if you have case studies involved, there will be a lot of contact back and forth to organise interview logistics. Ordinarily though, we will update you without fail at 12:30pm and 4:30pm in the three days leading up to a radio day. This will include the radio day schedule and any feedback we’ve had from broadcasters.
Saying what you’ll do, and doing what you say
One of our most important values here at Shout! is honesty, which we believe most clients really appreciate. If we don’t think something is going to work, we will let you know and then brainstorm with you until we have an alternative idea. There is always a way!
If you’d like to find out more about our radio days here at Shout! and how we work, please get in touch with Catherine Bayfield, Head of Media Relations, on 0207 240 7373.