In terms of growing the scope of your company or raising your professional standing, broadcast PR is an integral part of the marketing mix and is essential to any successful growth campaign.
What exactly is broadcast marketing, and how does it aid your business? In this post we dive into the essentials of broadcast PR. We will also discuss what you should know about this marketing discipline as well as the most commonly used broadcast PR services offered by experts in the field, as well as the advantages and challenges that are associated with this type of strategy of public relations.
Simply put, broadcast PR is an aspect of media relations that is specifically geared towards securing TV and radio coverage, whether that’s through advertising a campaign, brand and/or product or representative. The goal of this coverage is to enhance the awareness for your brand increasing awareness, and possibly generating more sales.
Broadcast PR Services
It’s easy to see broadcast PR the same way like other marketing disciplines in which the strategy is boiled down to establishing a target media list, pitching it to media, and getting coverage. But the reality is more nuanced. The process of securing valuable broadcast coverage a highly skilled task however, there are numerous other aspects to how broadcast PR needs to be handled.
Research and insights will ensure that you’re on top of all the latest developments in the world of broadcasting making sure your content is relevant and interesting. The broadcast PR strategy could also involve influencer sourcing to secure a high-profile representative for your campaign, or video production to produce an engaging piece of content that can attract the attention of journalists working for broadcast. Other options include media training to ensure the spokesperson you choose to use is fully capable of being interviewed on TV and radio or perhaps even the creation of podcasts, in order to offer an effective method of informing and entertaining listeners. In the end there are plenty of factors to think about when creating an effective broadcast PR plan.
This is an area where a broadcast specialist company could prove useful. The professionals within these agencies have the connections and long-term relationships to begin conversations with journalists working in broadcast media, and are well-versed in broadcasting trends to provide meaningful and unique coverage. From remote radio days , to television media tours A specialist broadcast agency can provide brands with unique PR opportunities, and aid them in reaching crucial audiences.
The benefits of broadcast PR
One of the primary advantages of broadcast PR is its wealth of benefits. The very nature of broadcast audiences are broad! Both TV and radio provide an audience that could be thousands, if not millions, of people. While the number of print publications has declined in recent years, people continue to consume broadcast media – in the last year, we have seen more people than ever before consuming broadcast media as a result of the coronavirus pandemic.
In addition to bringing an enormous audience broadcasting, coverage of broadcasting can be extremely targeted and relevant. For instance, if you’re trying to connect with political decision makers, you might make an appeal to BBC Radio 4’s ‘Today’ programme. By contrast, if you’re seeking a general “lifestyle”-focused viewers, you could make contact with The ITV’s This Morning.
Broadcast PR is also an effective way of bringing your brand, product , or project to life. Audiences tend to be much more receptive to audiovisual content as opposed to written information, particularly if it is presented by an individual they know and trust. They provide an memorable and enjoyable experience by combining human connections (via case studies or a spokesperson) with captivating sounds and imagery.
You might be shocked to learn that broadcast PR also tends to be an affordable option. When compared to other marketing channels like traditional advertising, broadcast PR can provide valuable and distinct opportunities, and is the most effective method to reach out to a vast number of people and an extremely targeted audience.
The difficulties of broadcasting PR
Pitching to broadcast journalists takes specific knowledge and expertise. Without being able to pitch correctly – knowing all the details in detail and ensuring that you have the most important information (such as speaking for) correct – you could end up making bad impressions and destroying bridges for the future. Find that news hook, engaged confidently with the journalist in order to spark their imagination, and finally made sure you’ve ticked all the boxes to get the coverage you want.
Another problem that can be encountered is the logistical and planning involved in hosting a broadcast crew. For instance, they could require in a satellite vehicle for broadcasting, or locate an area with a good soundproofing and quiet to record radio programming. It’s crucial to ensure these logistical considerations are worked through prior to the event, and then attended throughout the day so that everything runs smoothly.
One of the biggest challenges, may be the fact broadcast journalists are only able to plan the next 24 to 48 hours. This is a gap you have to make up forby making sure everything is lined up and ready to go during the brief window of potential. Broadcasters are often extremely demanding. If they need the services of a spokesperson on short notice For instance you’ll have be quick-thinking and fast-acting to seize the chance when it’s presented to you.
What can broadcast PR do to help your company?
It is so numerous ways broadcast PR can aid a business that it can be difficult to pinpoint concrete touchpoints, and evaluate the end results. In the end, broadcast PR should have a positive impact on how the public perceives your company, and work towards creating your desired image using strategic communications and tactics.
Broadcast PR will drive publicity for your business by making sure it’s featured in the media your targeted customers are. The distinctive nature of endorsements by third parties, regardless of whether that’s a broadcaster or journalist, will add credibility to your campaign.
By ensuring consistent messaging that is consistent, the power of positive messages around your business will strengthen your brand’s image. The result is that increasing awareness and establishing a positive reputation will hugely grow your visibility, with the ultimate goal of increasing your customer base as well as increasing sales.
Broadcast PR offers a significant opportunity for both businesses and brands alike, offering the possibility for a significant coverage of a wide and focused audience. We’ve discovered that there’s more to this aspect of marketing than simply pitching journalists and landing a short piece on TV or radio. To maximize the benefits in broadcasting PR it’s crucial to look at the many opportunities that are available and develop a strategy to make your campaign a success.
We hope that this article helped you to consider incorporating broadcast PR into your next marketing strategy. If you require help developing and executing your plan, find a broadcast PR company that can assist.
