Preparing for Broadcast Success in 2024: Helping your brand become part of the national conversation
At the beginning of the year, we all tend to try to predict what the coming months have in store - and inevitably, with varying levels of success! But if one thing is for certain, it’s that there are going to be huge opportunities for brands to get seen and heard in the news agenda in 2024.
Whether it’s preparing for foreseeable calendar hooks like the Paris Olympics and (take a deep breath) the looming General Election, or being ‘broadcast ready’ to react to big breaking news stories, by creating an always-on broadcast media strategy, brands can make 2024 the year they become part of the national conversation.
What’s more, after the significant restructuring of local radio stations and the growth of new players in TV news in 2023, the coming year looks set to represent a period where these changes settle in. This offers brands the breathing room to familiarise themselves with the changed broadcast media landscape and capitalise on the opportunities it offers.
Planning for 2024 in brief
In 2024, there are a host of major events that will be the centrepiece of any PR calendar:
- The General Election.Although this may not actually fall in 2024 – it must be held by January 28th 2025 at the latest – the entire year will provide opportunities for brands to put their issues on the agenda.
- The Spring Budgetwill provoke discussion should it fall before the election.
- UEFA Euro 2024 and the Paris Olympics will both capture attention, both at home and on the continent.
- The Cop29 summit in November.As environmental issues continue their growing presence in the national news agenda, this is likely to be a major event for Rishi Sunak, who may use it to bolster his environmental and leadership credentials in the event of a late election.
Navigating the General Election: A unique opportunity?
The General Election might initially seem like it would suck the oxygen out of the news agenda. Yet as difficult as political issues can be to navigate, the overlap between what brands stand for and politics can be substantial – and this presents opportunities. Legislation shapes the business environment, and brands increasingly want to be seen as falling on the right side of issues such as climate change and the cost of living crisis. There is plenty of mutual ground for brands to provide informed opinions and independent viewpoints on the issues that will take centre stage.
Approaching a changing media landscape
As well as scheduled events, changes to the broadcast media landscape that took place in 2023 and will continue to make an impact in 2024 as the dust settles – with constantly evolving opportunities.
The BBC has made sweeping changes to its local radio programming. Several time slots will now either share programming with neighbouring stations, or broadcast syndicated national programming. Truly local shows will continue to be broadcast between 6am and 2pm on weekdays to spotlight local issues, while the shared programming will cover larger regions, similar to those used for local TV stations.
With audiences likely to stay loyal to local breakfast and mid-morning programs, and new afternoon regional programming set to thrive as long as an appealing presenter fronts them and they are well-produced, regional radio will remain a valuable strategic target for broadcast PR in 2024 for the right campaigns. When done well, regional programs can offer bigger audiences, making the opportunity for an interview on the BBC local radio network a potentially fruitful one.
How the cultural context will impact what producers are looking for in 2024
In 2024 there’s likely to be a clamour for good news, and stories that spark optimism. This doesn’t mean shirking political realities, but instead focusing on how issues can be overcome, and evidence of positive change. Any brands looking to put themselves in the national conversation will have to highlight how they are helping to solve problems, rather than focusing solely on what needs changing.
Events such as World Mental Health Day or World Suicide Prevention Day will continue to be rallying points for this kind of coverage, and a good way to highlight positive initiatives.
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As far as we can predict, the election will be a consistent throughline in 2024. Inevitably, though, there will be a series of events that require a more reactive approach to broadcast PR opportunities, and new events that alter your best-laid plans.
The Broadcast Revolution Newsroom helps brands to plan ahead for key news events and react to breaking stories, identifying and securing interview opportunities that align with the issues you care about. Visit our Newsroom page to learn more, and get in touch with us today.
Mike Young
