There is nothing quite like being on TV or Radio news to inspire trust and confidence in your business – but many large and small organisations struggle to deliver this. The reason is simple – they approach the media as they do for print and online, which doesn’t work.
This article, leading broadcast PR consultancy – Be Broadcast, outlines five key considerations you need to undertake to land effective broadcast coverage which could transform your business.
What data are you sitting on?
First things first, what is your story? Of course, the fact you sell fruit and vegetables is not itself newsworthy – but if you can reveal that there has been a spike in sales of a specific item, then there could be something in this.
But don’t just leave it there – think about what the data could be saying. What do you think is happening in the community that is causing this spike? Why do you think they have flocked to one fruit? Soon you’ll start seeing how your experience and understanding bring the data to life, which is why the media need to talk to you.
But maybe you want to take this further – and explore whether this picture is the same across the country through research. Then, who knows, you could be the one to sit on the This Morning sofa to alert the nation of the benefits of this fruit and why so many are making it sell out.
Who is telling your story?
Many outlets – especially BBC ones – are ruled by commercial guidelines. So it would be best if you planned around this by finding an interviewee who can sit alongside you and deliver your messaging. For most outlets, this tackles the commercial issues – and as an added benefit, you have a new ambassador who will likely be posting on social media too. This person could be a celebrity, but we also recommend looking for expertise – is there an ‘Association’ for the topic you are talking about?
Real-life impact of your story
A case study is simply an example of the story you are raising that helps to bring it to life. Broadcast outlets love these – especially if they can convey how the story plays out in their local area. Like any good party, the more case studies you have, the merrier. With case studies, you need to think ahead to ensure they are saying the things you want them to – and going back to data – start asking your customers if they would be happy to get involved with media campaigns to help with this.
Show Me The … Pictures?
Many will of heard of B-Roll and wonder what it means – it comes from the early days of film. If A-Roll is your main content, then B-Roll is the supplement stuff that you aren’t using.
It is odd that now we spend a lot of time planning B-Roll as it is hugely useful for TV. Going back to that fruit example, if you are talking on screen, the B-Roll will be used alongside your voice to show the fantastic fruit.
B-Roll is especially useful for places that are hard for TV outlets to get into within your story – so with the fruit example, could it be the super early morning deliveries showing demand for that desired product. It might be tricky for outlets to get in due to timing, so giving them this perhaps enhances your offering over your competitors.
Often businesses have a lot of this stuff sitting in their archives – go through your archives today and see what you have. If not, start filming things on your phone – sometimes that might be enough, or it will inspire producers to come down and film based on your great visuals.
Can You Talk Till The Cows Come Home?
We have often talked about the ‘watercooler’moment – where people chat about their favourite TV show. But does your story truly have the legs you think it does?
You’ll need to likely talk on TV or Radio outlets for around 7 minutes – so how can you do this? In essence, you need to plan your story out. Think about the ‘who, what, where, when, why and how’ method – each area will force you to think about how to get the most out of your story.
And then go to print and online
The reality is that most companies tend to think online or the papers first, but if you take this approach – the majority of it works for them too. The key is to ensure that everything lands on the same day – neither wants to feel like they are getting ‘old’ news.
