Broadcast PR media coverage, be it on national TV, local news, or radio stations is a definitive turning point in recognition. Getting your story on TV and radio is one of the most powerful ways to increase brand visibility and credibility. Newsrooms are hungry for great stories. Their problem isn’t a lack of airtime; it’s a lack of good, pitch-perfect stories that fit their format and audience. So, how do you become the story they’re looking for? In this guide, we’ll cover how to craft your story, pitch strategically, and secure coverage on TV and radio.
Step 1: Is Your Story Newsworthy?
Ever wonder how journalists decide what makes the news? That’s where news values come in, they’re basically the secret sauce behind every story. They help turn everyday events into stories that grab your attention and mean something. These values can be understood in the following ways:
- Topicality: Does it link to a current news agenda, a seasonal event (e.g., Christmas, back-to-school), or a major national conversation (immigration, sustainability)?
- Human Interest: Does it feature a relatable person with a powerful, emotional story? Someone who overcame adversity?
- Conflict or Drama: Are you challenging the status quo or a major player in your industry, do you have an alternative?
- Proximity and Uniqueness: Is it highly relevant to a local audience for regional news? A new factory creating 50 jobs or a genuine first, a quirky innovation, or a surprising statistic from new research you’ve commissioned.
Strong stories are often a combination of these values. Here at Shout! Communications we use our expertise to pick out news values and deliver your story in the best way possible.
A recent example of television and radio PR was working with the humanitarian aid charity SKT Welfare to comment on the news that a famine had been officially declared in Gaza. SKT Welfare had people on the ground in Gaza providing aid to those that needed it most. Along with an offer of the CEO, we also provided broadcasters with an on the ground case study to talk about the situation first hand from Khan Younas. Our case study and fast reaction to the news helped secure national and global coverage on LBC, LBC News, BBC World News and Sky News Breakfast. A perfect example of Topicality and Human Interest.
In situations where we have breaking news such as this, time and a good understanding of what a television or radio station require is crucial, along with knowing exactly what producer will be working on what show at that given time.
Step 2: Know Your Target Stations
Tailor your story to the outlet. National TV wants big, visually striking stories with broad appeal. Regional TV thrives on local developments, human-interest angles and research. National radio ranges from analytical deep dives to entertaining, relatable stories, politics, business and the news of the day. Local radio zeroes in on what’s happening in the community, keeping listeners connected to their immediate surroundings.
These are a few key media targets when considering TV PR and Radio PR with examples of the type of stories they are likely to pick up on.
- National TV: BBC Breakfast, BBC One News, ITV’s Good Morning Britain, Sky News, Channel 5 News. They need big, broad, visually engaging stories with national appeal.
- Regional TV: BBC Look North, ITV London, their core is local stories—business expansions, community initiatives, local human-interest angles.
- National Radio: BBC Radio 4’s Today programme needs serious, analytical content. Radio 2’s Breakfast show is entertaining, relatable human stories. LBC debates politics and current affairs, whilst Wake up to Money on BBC 5live is business focused that then extends to comments on the news of the day.
- Local Radio: BBC Local Radio and commercial stations like Heart and Capital are fascinated with what’s happening in their immediate area.
Step 3: Write a Press Release That Gets Results.
Journalists and editors get flooded with pitches every single day, which means an average generic release won’t cut it. Writing a press release that gets noticed isn’t as hard as it sounds. With the right structure, a clear message, and a touch of storytelling, you can turn your news into something the media wants to share with its audience.
Main points to remember:
- Headline: Should be short, catchy, and informative.
- Body of the Release: Answer the 5 W’s (Who, What, When, Where, Why) explain the story. Who is the key person available for interview? What is the visual? (Important for Television PR). What new data and research can you provide?
- Supporting details: Include statistics, quotes, and key information.
At Shout! Communications we pitch strategically, starting with a hook, summarising your story into a broadcast alert and provide any multimedia assets such as B-roll.
Step 4: Prepare Your Spokesperson
When it comes to getting your message across on radio or TV, a spokesperson can make all the difference. Think of them as the human connection between your brand and the audience. A good spokesperson brings your message to life. Their tone, personality, and presence can help people feel trust, interest, and even excitement about what you’re promoting. With an effective spokesperson, an organization can build a strong reputation, connect deeply with its audience, manage its narrative, and navigate challenges.
Effective Spokesperson:
- Demonstrates Authenticity: They show there are real, accountable people behind the brand.
- Humanizes the Brand: They transform corporate messaging into a genuine conversation.
- Make Information Engaging: They tell a story and make the message compelling.
In House Brand Spokesperson:
An effective in-house brand spokesperson, whether the CEO, Vice President, or another senior leader, should embody credibility and authority while communicating clearly and confidently across TV and radio. Strong alignment with the brand’s values and vision is essential, ensuring consistency in every message while remaining authentic and relatable.
Case Studies:
There’s something undeniably powerful about hearing from someone who’s actually been there. Case studies and real-life stories bring an authenticity that simply can’t be matched. When you put a human face on an experience, whether it’s through radio or TV interviews, audiences instantly connect. They empathize, they remember, and they care. These stories spark conversations and often inspire action. For broadcasters, featuring people who’ve lived the experience makes content compelling, relatable, and trustworthy, turning ordinary programming into something truly memorable.
Celebrity Spokesperson:
There’s no denying it; a celebrity spokesperson can rocket your media campaign into the stratosphere. It’s human nature to be drawn to recognisable stars, they bring a built-in sense of trust, excitement, and credibility to your brand’s message almost instantly.
Shout! Communications can provide media training to ensure your spokesperson is briefed on key messages, likely questions, and tricky ones to avoid and how to bridge back on questions. We also provide key pointers and advice on technical setup.
Conclusion
When you’ve got a newsworthy angle, pitch it to the right people, package it in a way that grabs attention, and back it up with a strong spokesperson, you’re already miles ahead of the competition in getting your story on TV and Radio.
Whether you’re looking for help shaping your story, training a spokesperson, or securing that all-important media coverage, our team at Shout! Communications are here to make it happen.
