Knowing which medium to use for specific broadcast PR campaigns can often be confusing: some stories are clearly better for television or online than they are for radio and vice versa.
National and even regional TV reaches a massive audience. Why all the excitement when a story gets in print? It pales into insignificance in comparison to BBC News at Ten’s audience of 5.4 million or even ITV’s London Tonight news programme with 400,000.
Aside from BBC Radio 4’s Today programme, which still sets the news agenda for the day, TV coverage gives a campaign the most credibility.
TV can be good for explaining more complex issues: it can employ graphics and pictures for a start. Also, a TV audience is more likely to give the medium its full attention: when you listen to the radio you’re generally doing something else and the radio is on in the background.
Finally, TV is the icing on your PR cake. This is the piece of coverage that has the ‘wow’ factor and the client will remember for months to come.