10 Yetis Insight Blog – Broadcast PR 101

Just recently, we worked on another A Level Results Day & GCSE Results Day campaign for one of our clients, with a large focus of that being to secure interviews with broadcast media for the two key dates. I learnt a lot about the broadcast media and thought it would be good to do an insight blog on how to work with them and some of the key things you should know. So, without further ado…

Research the shows

Before phoning broadcast media, read up about the station that you’re planning to call (TV or radio) and have a look at the different shows that they have on throughout the day. When your call gets through, you can then ask to be put through to the team for that specific show and pitch it directly to them, explaining why you think it’s one that they will like or will suit their audience. It’s much better than phoning a newsdesk, pitching your story and hoping that they know who the best person for your story to be handed over to is.

Whatever you do, don’t just look at the list of shows on that station and pick one at random (or even just phone your way through all of them), it’s a waste of your time and theirs.

Planning desks

Don’t get overenthusiastic and refuse to speak to someone on the planning desk because you think that speaking to the presenter themselves is the best thing to do. You’d be wrong in doing so, and you’d probably pee a few people off along the way.

Whether you’re looking to arrange an interview, or if you just have a story that you think the news may be interested in covering, speak to the planning team; they’ll know what’s in the schedule, what they’re still looking for and so on. If it’s not a time sensitive story, they may keep it on file for use at a later date, and they’ll know that they’ve done this (so don’t pester them on a weekly basis) and will look to use it as and when they can.

Interviews

As mentioned above, it’s the planning team that you’ll want to speak to with regards to arranging interviews. It’s worth dropping them an email a week or so before your key date (i.e. A Level Results Day) to let them know that you’re working with XYZ, you have them to hand if they need any interview slots filled or require an expert comment, and that you’re there if they need anything at all. A day or two before the key date, phone the planning desks and explain who your client is and how you think they may be able to help – they can then tell you if they’re planning to run a feature on the subject and if they need anyone for an interview. Don’t be disheartened if they don’t, give them your contact details and let them know you’re available if anyone drops out and they need a replacement. They work on short deadlines and don’t generally know until a day or two before if they’re going to need someone or not.

React, react, react!

When your client becomes well known enough, you may find that journalists approach you in order to secure interviews or expert comments with your client (winner!), and to do that you need to react to stories as quickly as possible with reactive statements from your client, putting you at the forefront of journalists’ minds.

Keep in touch

If you’ve been working with a journalist to arrange an interview and all has gone well, save their contact details, follow them on Twitter and don’t be afraid to keep conversations going. Having worked with you, they’ll know that you’re reliable and they’ll remember your client.

We’ve managed to get one of our clients on Sky News a few years in a row now for A Level Results Day, so you can trust us when we say this.