Shout! Communications supported TV presenter and naturalist Chris Packham directly with the launch of his independent wildlife survey.See full case study >
TV PR Agency
Television media relations is often considered to be the icing on the cake. Clients love TV because of its massive audiences and influence. As former broadcast journalists, securing opportunities for clients on television is one of our greatest strengths.
As journalists we planned, produced and reported on TV stories ourselves, therefore have extensive knowledge of what it takes to get a story on-air.
Our experience means we understand what makes an outstanding visual story. It’s also given us excellent contacts in all the UK’s national and regional television stations, as well as many abroad.
We generate stories we know will appeal to broadcasters and place them editorially on television. We can also offer a reactive approach, creating opportunities for your spokespeople by hi-jacking other stories in the news agenda.
We will tell you what ingredients you need to successfully place a story on TV. This includes which channels and programmes are most suited to your target audience along with suggestions for spokespeople, filming opportunities and locations.
Pictures, pictures, pictures
Television is all about the visuals and this is where good PR support can be the
difference between a story making air – or not. The first question a TV news planner or journalist will ask is: what can we film? If filming is difficult or time consuming a follow up question might be: Is there any B-roll? B-roll is around 6 minutes worth of roughly edited footage that is produced by agencies like Shout! Communications on behalf of a client; it’s distributed to broadcasters free of charge and any copyright issues for them to re-edit in their own style. Read more about B-roll here.
Your spokesperson is crucial to the success of your television campaign and, in order to maximise coverage, it helps to have more than one. For example, if we think your story is likely to have interest from BBC Breakfast we would recommend having one spokesperson in London, and another in Manchester. This means you’ll be able to accommodate both Breakfast and other national television opportunities.
Before committing to a spokesperson, it’s important to make sure they are happy to be as flexible as possible. Will they commit to live interviews as well as pre-recorded ones? This is an issue that can often come up, so it’s good to check beforehand.
Will they get up early? PR generated stories have a better chance of getting on air earlier on in the day, when there’s less competition for news stories – but if the story is strong it may last all day. As with anything, better to warn a spokesperson ahead of time.
Case studies are a great aid in the quest to secure television coverage. They can make a campaign feel relevant to the audience and they’re often very useful “wallpaper” pictures. A research story, for example, may be difficult to illustrate but if you have a case study you can say: “This woman is one of the X thousand people diagnosed with this condition each year….”
TV can also be a great way to reach a relatively targeted audience; for example, if you want to reach women, securing a slot on ITV’s Good Morning Britain, This Morning or Lorraine is the holy grail. Alternatively, if you want to reach industry professionals and board directors, perhaps business slots on BBC Breakfast or News Channel are the way to go.
Clients sometimes fear television PR will be costly. It can be an unpredictable beast which is why we are willing to offer it on a part fixed-fee, part results basis – or, if done in conjunction with another service, on a totally pay-on-results structure.