How to Make the Most of a Calendar Moment

Across broadcast media, producers plan their schedules according to predictable calendar moments and news events, alongside reacting to breaking news. PR professionals mirror this, and calendar moments have long formed the basis of many broadcast PR campaigns – but how do you make sure you really leverage every opportunity they provide?

One: Understand the Event and How Broadcasters are Likely to Cover it

Delve into the specific event and its broader context. Whether it’s Black Friday or a royal occasion, understanding the significance, tone and timing of the calendar moment is critical. Ask yourself questions and explore the creative possibilities, framed through the knowledge of how broadcasters usually tackle events like these. For example:

• COP Summits: At events such as the COP summits, broadcasters are looking for expert voices who are actually in attendance. They tend to focus on the start and end of the summit (rather than daily updates). You therefore need to plan to have an expert voice on the ground who is available for comment at the right moments of the event. 
• Black Friday: On Black Friday, broadcasters always tend to ask one key question: “Are these deals real?”. Retail voices and consumer rights champions are ideally placed to offer the value to audiences that broadcasters are looking for.
• Music Tours: Entertainment usually represents an “and finally” story – lighter news designed to lift an often heavy news agenda – but this doesn’t mean broadcasters don’t want contributors who will impart real expertise to their audiences. The news of the Oasis reunion was actually one of those occasions where entertainment news was THE news story of the day, indeed the week. It offered an opportunity for us to secure coverage for a consumer expert who discussed not just how to attain keenly-sought tickets but also focused on the controversial soaring ticket prices.

Two: Consider Your Spokesperson

When considering spokespeople, ask yourself; what do producers want? They are often looking for contributors who fit one of two profiles:

• Broad Expert Perspectives: Academic or industry experts who can provide historical context, comprehensive analysis and academic rigour to a big news story.
• Personal Case Studies: Individuals with direct, relatable experiences. They may be experts in their field who are affected by changes within it, or they might be ordinary people with a story to tell. 

It is also important to note that broadcasters are always looking for more diverse voices, especially in traditionally male-dominated fields such as finance and tech. 

Calendar moments offer the opportunity to prepare in advance. You can identify and train people within your organisation to become adept spokespeople or build strong case studies to really bring a story to life. 

Two examples from Broadcast Revolution exemplify these approaches. After the 2024 Autumn Budget, we collaborated with Toby Dicker, Founder of the Salon Employers Association, who spoke powerfully (and from personal experience) about the pressure salons are under as they navigate narrow margins and the difficulties proposed tax changes would have. This story made such a big impact it was later discussed in Parliament.  

In another big calendar moment – the coronation of Charles III – our team worked with Help for Heroes on a news piece in which veterans who had met the King discussed their memories of him. This angle proved popular with broadcasters on the day, demonstrating how relatable and relevant case studies can offer a new angle to news outlets when covering an event. 

Three: Take Advantage of the Time Available to You

Every brand needs to know how to be reactive and grab opportunities in the face of evolving news events, but proactively planning for big calendar moments gives PRs the chance to craft campaigns well in advance and really interrogate how they will make the most impact. Here are some ways to make that happen:

• Ask broadcasters what they need: With a calendar moment, you have the space to liaise with producers weeks in advance, gaining a better understanding of what they are looking for and proactively offering ideas and contributors. Make sure you are actively engaging with planning teams well before the event is set to take place. 
• Craft your narrative: A successful campaign hinges on having something strong and relevant to say. With time on your side, you can test and refine several hooks to your story,  commission some research and delve into the angles that might emerge post-event to stay relevant.
• Tailor your approach: What are the ultimate goals of your campaign? By understanding the specific nuances of the stations where you want to appear, you can increase your chances of coverage by ensuring your campaign meets their preferences. For example, it may be important to a news outlet that they speak to people based outside of London. 

It is also important to understand which news events are going to create a competitive news agenda – Black Friday, for instance, will have many commentators clamouring to share their view. What can you offer that’s different from the crowd?

Four: Think Logistically

The final step in making the most of a calendar moment is careful planning to avoid any last-minute hitches. For example:

• Prepare your contributors to address likely queries: Understanding specific broadcaster approaches will help you prepare for the shape questions will take. 
• Plan your spokespeople’s diaries: For big calendar moments, you need to ensure that not only are your spokespeople available for comment, but that they also have the space and time to absorb the news before offering their view. 
• Be prepared to pivot: Plan for eventualities and be ready to react quickly as breaking news shapes coverage priorities.

Standing out as a key voice during a calendar moment rests on planning, preparedness and a strong broadcast strategy. If you’d like to find out more, please feel free to contact me at mike@broadcastrevolution.co.uk.

To read our 2025 Broadcast Trends Report, click here.