Elevating Integrated Campaigns with Sports Stars

At our latest Broadcast Revolution event, we welcomed two experts with a unique lens on sports and storytelling: Olympic taekwondo gold medallist Jade Jones and Charlotte Seligman, former Head of News and Entertainment at This Morning and former Head of Programmes at Talk TV.

Together, they shared insights on what it takes to create impactful campaigns – and how to authentically harness the voices of top sports stars.

Be Authentic

A recurring theme from both athlete and broadcaster perspectives is the value of authenticity. PR campaigns only work if they align with the person behind them. For Jade, that means choosing to promote causes and campaigns she genuinely connects with, and never something that would force her to be inauthentic or fake.

Charlotte echoed this: “Being yourself is so important – believe in what you’re selling and talking about.” Audiences and producers aren’t looking for polished spokespeople reading from a script. They’re drawn to guests who are genuine, passionate, and present. Someone with opinions, who’s engaged, and who knows their “why.”

Make Your Moment Count

For Jade, preparation doesn’t mean memorising lines, it means grounding herself in the moment. Before a live interview, she asks, “How do I want to be today?”. Jade focuses on sharing the message up front, and then can settle into a natural, human conversation.

Charlotte noted that live formats like This Morning thrive on spontaneity. Some of the most memorable moments come when guests embrace difficult questions, especially around topical or controversial issues. Whether it’s athlete activism or gender in sport, tackling these with openness and even humour can transform tension into connection and create the kind of “viral moment” producers look for.

Preparation

Celebrity status alone doesn’t guarantee a great guest. As Charlotte pointed out, even big-name sports stars can fall flat if they’re not prepared or engaged. What truly resonates on screen is humanity, warmth, and a clear point of view. Jade also shared that it’s crucial for PRs to help sports stars feel at ease before an interview. Many athletes aren’t media-trained or familiar with the studio environment, so creating that sense of comfort and confidence beforehand can make all the difference in delivering an authentic and engaging appearance.

Media and PR Relationships

Building a presence in the media isn’t about bombarding inboxes – it’s about relationships. Producers want to work with PRs who understand the rhythm of their show, the tone of their segments, and who can pitch ideas that resonate. This Morning leans the soft, warm, and feel-good nature. Talk TV might dive into debates. Knowing what to pitch and who to pitch to goes a long way in building relationships and working collaboratively to craft a piece that works for everyone involved.

Interested in finding out more? Watch the full event below: