If You Want To Make Real Impact – You Need To Take A Strategic, Always On & Multiplatform Approach To Broadcast

In a world where audiences are increasingly sceptical about the information they receive, TV and radio not only still dominate UK media consumption, they also remain the most trusted forms of media. What’s more, our research revealed that the vast majority of broadcasters are embracing their own multichannel strategies, giving messages the potential to reach wider audiences than ever. We call this the many waves of broadcast. 

You only need to look at Mummy Pig’s pregnancy announcement. Revealed via an exclusive interview with Richard Arnold, this feel-good story broke records for GMB – with over 60 million views and 80,000 comments on one TikTok video alone – creating a true cultural phenomenon that reached people across the globe. 

We can also see these messages translate into action. Our work with Royal British Legion Industries (RBLI) on VE Day – blending compelling editorial video content with strategic broadcast PR – saw a £40,000 uplift in Tommy figure sales, with clear spikes during interviews. We’ve even had broadcast interviews reach legislative decision-makers, such as Bumble’s campaign on cyberflashing ultimately changing the law. 

At the heart of change-making comms is a deliberate approach. Here’s what we believe are the most important steps. 

Step One: Thinking Strategically

It’s a mistake to believe the kind of success described above is the result of happy accident. Each was carefully scoped and prepared for; opportunities maximised with clear outcomes in mind. Too often, broadcast is an afterthought, but in BR’s experience, it’s only by folding broadcast into the outset of wider campaign strategy that PRs have the right assets, contacts, hooks and research to make a real splash in the most trusted forms of media. 

Step Two: Building Always-On Comms

Big campaign moments are vital, but creating the conditions where your brand can react in real time to emerging situations means that no opportunity for impact is left on the table. With flexibility, preparedness and media training, you can leverage trending topics to establish credibility and make your spokespeople a go-to source for insights and commentary – and the results can be profound.

Take last year’s Budget. By putting the right foundations in place and aligning with the news agenda, Salon Association’s Toby Dicker was empowered to speak emotionally and authentically in response to the government announcement about the dangers of insolvency faced by hair salons, sparking widespread coverage across multiple stations. Such was the impact of his appearances that the issue reached Parliament, ultimately leading to meetings with government departments via the British Hairdressing Consortium. 

None of this can be achieved without being nimble, reactive and broadcast-ready. Producers aren’t waiting for PRs to media train, brief, prep, and go through approvals – if you’re not on air in the next hour, it’s done. 

Step Three: Going Multiplatform

The broadcast landscape has always been fast-paced, but now it’s also multiplatform, with 98% of broadcast journalists adapting their content to attract online audiences. The potential for broadcast PR campaigns to reach people across channels has never been greater.

With digital channels adding extra layers of content creation and complication, it is no secret that this is putting pressure on PRs – but it also vastly multiplies opportunities. Increasingly, our team is coordinating and creating integrated social content to ensure the impact of broadcast messaging resonates across touchpoints, and broadcasters’ online presence is a key consideration in strategic media relations. 

It’s also important not to overlook the importance of podcast placement and production. Our research revealed that just shy of 100% of journalists believe that podcasts are set to become as popular as live broadcast, and at a recent event Al Riddell, Head of Factual Podcasts at Global, explained how podcast has evolved from a side-of-the-desk project to core business for broadcasters like his. 

This is being mirrored with some of our PR clients who are creating their own broadcast channels to drive deep engagement with their audiences. From our ongoing partnership with UCB on Hypothesise That and Crimes Against Innovation, to Accord’s Unmentionables and Halifax’s Pocket Money Podcast, our podcast productions have shown how the right strategy can shape understanding, galvanise audiences and drive purposeful engagement.

The broadcast market has matured. It’s strategic, it’s always-on, and it’s multiplatform. How you approach these market shifts will be critical to the impact you will be able to achieve – but the possibilities are endless.