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The benefits of Broadcast PR

In the process of expanding your business or raising your professional profile, broadcast PR is an integral part of the marketing mix and is essential for any growth strategy that succeeds.

What exactly is broadcast marketing, and how can it really aid your business? In this article we look into the essentials of broadcast PR. This includes what you should know about this marketing discipline as well as the most commonly used broadcast PR services provided from specialist companies, as well as the benefits and challenges associated with this PR strategy.

Simply put, broadcast PR is a strand of media relations specifically geared towards securing the coverage of radio and television, whether that’s through the promotion of a brand, campaign or product, or even a representative. The objective of this type of coverage is to enhance the visibility for your business as well as increase awareness of your brand and increasing sales.

Broadcast PR and other services

It’s easy to think of broadcast PR as being the same as other marketing disciplines, in which the strategy is boiled down to creating a targeted media database, pitching and getting coverage. Unfortunately, the reality is more complicated. Not only is the method of securing a valuable broadcast coverage a highly skilled job and requires a lot of skill, but there are numerous other aspects to how broadcasting PR needs to be approached.

The research and insight will make sure that you’re on top of all the latest developments within the world of broadcasting to ensure that your content is topical and engaging. A broadcast PR strategy might also involve influencer sourcing to secure a high-profile representative in your advertising campaign. Also, video production to create an impactful and visually appealing piece of material that will attract the attention of journalists working for broadcast. Another consideration is media training to make sure your representative is fully prepared for interviews in radio or on television or even podcast production, which can be a popular way of both engaging and educating listeners. In short, there are many things to take into consideration when developing an effective broadcast PR plan.

This is where a broadcast specialist agency could prove useful. The staff members of these agencies have the connections and relationships that will last for a long time to begin discussions with broadcast journalists and have the understanding of broadcasting trends to provide meaningful and distinct coverage. From remote radio days , to television media tours A specialist broadcast agency offers brands with unique PR opportunities and aid them in reaching crucial audiences.

Benefits of PR via broadcast

One of the biggest benefits of broadcast PR is the wealth of rewards it can provide. The very nature of broadcast audiences are vast! Both TV and radio provide an audience of thousands or even millions of people. Although print reading has decreased in recent years, viewers have continued to use broadcast media – with the past year seeing more people than ever consuming broadcast media as a result from the pandemic coronavirus.

While it is able to reach a huge audience broadcasting can be highly targeted and relevant. For instance, if trying to connect with political individuals, you could make an appeal to BBC Radio 4’s “Today” programme. If, on the other hand, you’re looking to connect with a broad “lifestyle”-focused market, you could make contact with BBC Radio 4’s This Morning.

Broadcast PR is also an effective way of bringing your brand, product or idea to life. Audiences tend to be much more receptive to audiovisual content than written material, especially when it’s presented by someone they know and trust. These media provide an enjoyable and meaningful experience, by combining human connections (via case studies or a spokesperson) with captivating music and imagery.

You might be surprised by the fact that broadcasting PR also tends to be an affordable option. As compared to marketing channels such as traditional advertisements, broadcast PR provides valuable and unique opportunities, and is the most effective way to reach a large number of people and a highly specific group of people.

The challenges of broadcast PR

Pitching to broadcast journalists takes particular knowledge and skills. Without knowing how to pitch your pitch properly – including all the details in detail, and getting key facts (such as spokespeople) correct – you could end up making bad impressions and destroying bridges for the future. You must ensure that you’ve identified the news hook, engaged confidently with the journalist to ignite their imagination, and ultimately ticked every box to secure the coverage you want.

Another challenge that’s common is planning and logistics involved in hosting a broadcast team. In some cases, they need to park the satellite van to provide television coverage, or locate an area with a good soundproofing and quiet to record radio programming. It’s essential to make sure that the logistical aspects are thought through prior to the event, and attended at the time of the event to ensure all goes smoothly.

The most significant challenge, may be the fact that broadcast journalists only tend to plan for the next 24 to 48 hours. This is an inefficiency you have to make up forby making sure all the pieces are in place and ready for the golden window of possibility. Broadcasters can be very demanding; if they require the services of a spokesperson on short notice, for instance it is essential to think fast and quickly to seize the opportunity while it’s being provided.

What can broadcast PR do to help your business?

Many different ways broadcast PR can aid companies that it can be difficult to pinpoint tangible touchpoints, and evaluate the end results. In the end, broadcast PR should positively impact how your audience sees your business, and create your desired reputation through strategic tactics and communications.

Broadcast PR will drive awareness of your company by ensuring it’s being featured in the places your target public is. The uniqueness of third-party endorsement, whether it’s a broadcaster, or journalist, can give credibility to your marketing campaign.

With consistent key messaging with consistent key messages, the positive communication around your company will support your brand positioning. This in turn will increase awareness and building a positive reputation will greatly increase your exposure, with the result of growing the number of customers you have and increasing sales.

Broadcast PR can be a massive opportunity for brands and businesses alike, offering the potential to get a valuable piece of coverage in front of a wide and concentrated audience. As we’ve learned, there is much more to this marketing strand than just pitching to journalists and landing a short segment on radio or on TV. To harness the full potential for broadcast-related PR you need to think about the various possibilities available to you and create a plan that can make your marketing campaign to be a success.

We hope that this post has provided you with the information you need to incorporate broadcast PR into your next marketing strategy. If you need help in designing and executing your strategy look for a broadcast PR company that can assist.