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When people think of PR, they usually imagine the written side of things, such as press releases, reactive commentary and thought-leadership articles. These are core to the job, but broadcast is another avenue that is sometimes left unexplored.

Broadcast can be a tricky thing to secure, but it can also be incredibly rewarding. From getting your voice heard (literally) on a national story to promoting a charity event close to your heart, bagging a spot on radio or TV is a great way to boost exposure. Plus, with the invention of ‘catch up’, the interview or story can be shared with a wider audience via social media too. So, how can you secure some airtime?

When should broadcast be considered?

As a general guide, broadcast is a viable option when:

  • An expert Q&A could be needed to clarify the news
  • The news is of strong national, regional or sector interest
  • A person is particularly passionate about a certain topic
  • An event is happening that has filming potential

However, not every topic, event or piece of breaking news is right for broadcast, so it’s important to consider every angle before calling up ITV.

Which programmes should you target?

This all depends on the news or event, although it’s always worth trying both radio and TV, whether you’re going to regional or national media.

For events particularly, regional may be more relevant. Picture the scene, a charity fundraiser at a local school involving the rejuvenation of a vegetable garden that will be used to teach the pupils about healthy eating. Not so interesting to national media, but it could be up BBC Midlands Today’s street, as it offers them:

  • A positive local story
  • A lovely garden to film
  • Teachers and pupils to interview

It can help to think about your desired audience and go from there. Would the entirety of the UK benefit from hearing your thoughts on a topic? If so, go straight for national broadcast. Pitch yourself as an invaluable source of information on the latest breaking news story and see where it takes you.

Don’t limit yourself to one programme either, pick out a number of targets depending on the nature of the story and give them all a go. What have you got to lose?

What happens when you’ve secured an opportunity?

Congrats! You’re down to be interviewed on LBC about how to cope with colleagues that overuse emojis in emails. Time to prepare:

  • Find out who you’re speaking to – will it just be the host or will another person be involved?
  • When will the interview take place?
  • Will the interview be live or pre-recorded?
  • When will it air?
  • How long could the interview be?
  • What topics are likely to be discussed?

It can also be helpful to do a practice interview with a friend or colleague. This can solidify the areas you want to talk about, so you can keep the conversation on track, no matter where the host tries to take it.

Alternatively, you can get a team of professionals (namely us) on the case, to secure the opportunities and ensure you’re broadcast ready. Contact us to find out how we can help put your business in the spotlight.


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