Understanding the True Value of Broadcast PR

by Hope Silveira​

​Over recent years, video and audio media has completely transformed the way brands communicate and engage with new and existing customers – creating a plethora of opportunities for marketing and PR professionals to obtain maximum brand exposure. Ofcom recently reported that whilst the UK has become a nation of streamers, exposed to the likes of Netflix, Amazon, and Now TV, traditional broadcast TV channels continue to lead the way accounting for 70 per cent of television time. 

As the COVID-19 outbreak began, the staggering demand for more trusted television news led to BBC News recording its biggest weekly audience since 2015, while the viewership for Channel 4 News almost doubled in the space of ten days. Understanding the need for credibility, and the new ways people consume and share news, is integral in tailoring a successful PR campaign. To cut through the noise and directly reach a targeted audience, broadcast PR is one of the most efficient and effective means of bringing a campaign to life.

Quantity and quality

By nature, broadcast opportunities lock in vast audiences that are measurable against key performance indicators, giving clients realistic expectations of results and the value of the opportunity. Whilst ‘strength in numbers’ very much applies to broadcast PR, being able to pinpoint shows which are viewed by a specific demographic is an equally, if not more important, advantage. By focusing resources on shows such as BBC Talking Business, clients have the best chance of speaking directly to corporate leaders and investors, and potentially building valuable business relationships for the long-term. Similarly, a regional campaign can be enhanced by targeting local news channels, thereby raising awareness of a certain issue amongst those in an affected region.

Giving a company a voice

The rise of thought leaders and influencers, as well as the phenomena of ‘fake news’, is placing more importance on putting a face, or voice, to a brand. When a spokesperson is seemingly invited to speak on a radio or television show, it’s because they are considered a trusted industry player. Looking for credible brands, audiences  respond better, and may have higher loyalty intentions, towards a person  discussing a particular story. Therefore, positioning a subject matter expert or case study, and media training them to effectively handle live (or pre-recorded) conversations, will be the key to engaging with the audience on a deeper level.

Optimising results

To maintain momentum, and ensure all respective communities see broadcast footage, it is highly recommended that clients re-share broadcast interviews on their social media channels, particularly LinkedIn, Twitter, Facebook and You Tube. Not only will re-sharing multi-media enhance the digital face of the company by drawing in more followers, it will also ensure clients get ‘bang for their buck’ and continue to optimise coverage after the broadcast has gone to air. 

In summary 

The appetite for video and audio content has changed remarkably in the last five years, not to mention the last five months due to the COVID-19 pandemic. As clients become more strategic with their budgets, PR opportunities, particularly broadcast, present themselves as a targeted approach to reaching the correct audience in a short space of time, in turn meeting business objectives more closely. With the correct media training, clients can significantly enhance their brand and deliver  credible messages to an international audience.