How to Get on the News: Becoming Relevant to Broadcasters

No matter the industry you operate in, every brand is full of people with specialist knowledge, and brand figures can be highly credible spokespersons due to their insider viewpoint. This knowledge may come simply from the day-to-day running of your business; for example, an accounting firm will naturally have deep and specialist expertise in financial and tax matters, while a green tech manufacturer is likely to have intricate knowledge of relevant legal matters, logistics and supply chains. 

Alternatively, or in addition to this, the professionals within brands may have a huge bank of knowledge concerning their consumer base, or regularly carry out surveys and research that shine a light on different areas of their industry. All of this knowledge can add illuminating detail and context to both regional and national news stories, and can be useful to news producers who need expertise to add depth to their programming.

Case Study: Clarion

By utilising their unique insight on the cost of living crisis – a key topic in the news agenda – that they had garnered through tenant surveys, rather than confining their commentary to housing issues, Clarion gained national coverage and built awareness of their brand as one in touch with the needs of the community it serves.

Knowing what’s of interest to broadcasters 

It isn’t always easy for people who work within an industry to understand how valuable and unique this insight is, simply because it has become part of the scenery. This is where an expert outsider perspective (that understands the needs of news producers and journalists) can be so valuable. 

For example, a person within your brand may have exceptional familiarity with complex pieces of legislation due to the daily demands of their job role, and because they speak to stakeholders regularly, are used to explaining it in a clear and easy-to-understand way. The key part of the puzzle in becoming part of the news agenda is knowing exactly what expertise and insight will add value to a news-worthy topic. In short, your unique brand research, knowledge and perspective must be relevant to news broadcasters and the stories they tell. 

The newsroom team at Broadcast Revolution is led by Ashleigh Carroll and Mike Young – both former broadcast news journalists, presenters and producers. With this wealth of experience behind them, Ashleigh and Mike can identify what a brand has in its arsenal of expertise that broadcasters will find interesting. 

They are also plugged into the news agenda, constantly planning for predictable news events and ready to react to breaking news, and have the relationships needed with news producers to identify and make the most of evolving opportunities. 

Case Study: Guide Dogs 

Understanding their relevance to stories concerning accessibility and preparing spokespeople to be media-ready was one of the vital factors in gaining coverage for Guide Dogs on the BBC News Channel, moving quickly after the issue of accessibility became big news. Just two hours after a video of pavements inaccessible to wheelchair users had gone viral, we secured Guide Dogs as a guest on the BBC News Channel.

Making sure your spokespeople are relevant 

Having the right information picked out and at your fingertips isn’t the only part of becoming relevant for broadcasters. News producers are always looking for ways to add layers of interest to a story – and if a particular spokesperson has personal experience of the issues being discussed, or is close to the story in some way, they are often a more attractive prospect. 

Broadcasters will always seek to match the right story to the right voice. It is therefore important to prepare several members of your organisation to comment on events in the news agenda – so rather than simply media-training your CEO, consider area managers to comment on regional stories, or department heads who are particularly immersed in disparate areas of the business. 

In line with this, don’t overlook diversity. Producers are often interested in hearing from under-represented contributors, and having a range of voices ready to speak on issues is a huge strength for brands. 

Making your spokespeople relevant to audiences 

For certain stories, you should also think about your case studies. Do your brand voices have real-life examples of the issues at hand that they can draw from? For example, a charity spokesperson could point to several instances of how a government decision is impacting individual service users, while a manufacturer might understand how supply chain issues are disrupting the working lives of other business owners. Demonstrating how a news event is affecting people on the ground adds another lens to a story and makes that story more relatable to audiences. 

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By planning for what’s ahead and reacting to breaking news, Broadcast Revolution helps brands raise their profile through the news agenda. If you want to join our curated panel of experts, get in touch today.