To generate maximum coverage for your story, make sure you have a spokesperson or spokespeople available for whenever broadcasters want to speak to them. This can mean the day (or days) before an embargoed story is dated for, and from very early on the day, to very late. Some broadcasters may even choose to cover the story in a different way after it’s broken as news – as part of a wider piece or as a feature, and you don’t want to miss out on opportunities because you don’t have anyone available to speak on behalf of your organisation.
Often the more high-profile someone is, the less time and flexibility they will have when it comes to giving interviews. By using someone less high-profile, you are likely to save twice, as they are likely to charge a lower fee and be more flexible when it comes to giving interviews.
If you have a smaller broadcast PR budget, and you invest it wisely, you can see a big return. Once you’ve realised the results you can get with a small budget, it may be easier to convince the decision-makers pulling the purse strings to increase your budget for more coverage.
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