Your choice of spokesperson can make or break a campaign. A commercial story (research commissioned by holiday company says we’d feel more relaxed if we took more holidays…) with just a company spokesperson would be too much for a lot of broadcasters; it falls firmly into the point made above – it’s just too commercial.
Without question, you get more coverage when you can associate a third party spokesperson with your campaign. Often your spokesperson of choice is dictated by budget. If money is no object (and they were willing) you might book in an A-list celebrity. But if budgets are more limited, you might consider an industry expert, an academic, a charity or life coach instead – depending, of course, what the topic was.
A- or Z-list, spokespeople do have to be relevant to the story in some way. So an awareness campaign for a health condition might have a spokesperson who has suffered the condition themselves. Or they’re a patron for a particular charity. Or it’s a car/hobby/food they’ve loved for years and can enthuse about.
Avoid these common broadcast PR mistakes to ensure you maintain the integrity and reputation of your brand. For more expert information on maximising broadcast PR coverage, download our free Media Relations Guide.