What You Need To Know When Working On Broadcast PR – 10 Yetis Insight Blog

Working in a PR agency is a really versatile job; we have to constantly be able to adapt to our clients varying needs, ensuring that they’re satisfied with the campaigns that we run, and sticking to companies strict brand guidelines, whilst also bearing in mind what we know what journalists like, want and need. One day we could be selling-in press releases, the next we could be arranging an event, and the next we could be planning a journalist day or even attempting to secure interviews for said client.

Whilst it can be easy to send out a press release to online and print journalists, do some follow up calls and keep an eye on coverage, dealing with broadcast journalists is different as the aim and the outcome are very different and it can be a much slower process.

As a PR, you’re likely to be contacting broadcast journalists in order to really put your client forward as an expert within their field, attempting to get a quote mentioned on air or (best case scenario) getting your client an interview on TV or radio.

Here’s some top tips on what you need to know when outreaching to broadcast journalists.

How to pitch

When you take on a new client, it’s a good idea to send out an email to all of the key broadcast journalists relevant to their field on your radar, letting them know who you’re now working with, what they specialise in, and that they’re available for comments, interviews and more if needed.

When a story breaks that you think your client may be able to provide an expert comment on, you can send a reactive comment on your client’s behalf – getting them in front of the journalists. Many broadcast outlets already have a list of go-to experts, but should they not be available then at least they know your client is on hand as a backup.

Alternatively, there are key dates in the diary that some clients are able to comment on, which is the perfect time to get on the phones. A couple of days before that key date (or event), ring around your list of journalists and see if they’ve got anything in the pipeline where they may need help; comments, insight, interviews, data etc. From experience, I’ve come to find that most interviews are scheduled in a day or two before the key date, so get on the phones and see what’s needed and where your client can help.

Is your client media trained?

Having a one-to-one interview with a journalist can be quite daunting for clients that might never have worked with PR’s before, and for print and online you usually get the opportunity to proof read any articles before they’re published to make sure no errors take place. This isn’t the case with broadcast, whether on the radio or on TV; even if it’s pre-recorded, you still only get the one shot and need to think carefully about what your client should (and shouldn’t) say on air. You can’t just blurt out any old thing, allowing words to come out before your brain has had a chance to process the question.

If your client hasn’t received any form of media training previously, and has never been in a situation like this, it’s best to sit down with them (even if it’s over the phone) and go through some questions that they may get asked, help them on their responses, and even give them advice on how to handle themselves.

It’s important to remember that it’s the job of the journalist to get something newsworthy out of your client. They may press for an answer where one cannot be given at the time, and it’s important that your client stands firm and has a well-worded response to go back with.

Don’t overbook your client

Whilst you and your client will want to feature in as many exclusive interviews as possible, it needs to be realistic. If you have a 9:30 interview on one side of London, for example, you need to take into account that your client needs to be there early, and that the interview may possibly start later than planned. When arranging another interview, on the other side of London for example, you need to allow time for travel, arriving early and so on, once again.

Last year, for example, we once again worked with NotGoingToUni around A Levels Results Day and it was my job to secure interviews for the team to discuss the possible options available for those receiving their grades. We managed to secure interviews with the likes of Sky News, various BBC radio shows, LBC Radio and 5Live Daily (to name but a few *small brag*). The trick here was to arrange the TV interviews at set times and locations, so the client knew where they had to be and at what time, and then attempt to slot in additional interviews in between. The good thing about radio interviews, and even some TV interviews, is that they can be done at different studios to where the presenters are. Some can even be done over Skype or over the phone. This allows your client to schedule in more interviews throughout the day, instead of having to travel from one location to another, and another, for each individual interview. If your client is unable to get to the main studio, it’s perfectly OK to ask the journalist what other options are available.

Don’t be disheartened if the plug is pulled

Whilst broadcast teams have a rough idea of what they’re going to cover on their schedules on a day-to-day basis, this could change at the last minute, leaving your client high and dry. Whilst you might think that your client’s topic is the most riveting, important topic that needs to be discussed, there’s a good chance that your story will be pulled if something major breaks in the news, taking over every TV news channel, radio station and online publication (and print, the following day). It sucks, but the news world is a fickle one.

As always, this is just the very basics, but it’s a great place to start if embarking on broadcast PR for the very first time.