Lights, camera, action… what makes a great broadcast story
Exciting visuals, bold storytelling, skilled spokespeople, and a strong news hook – all of these elements help to build a brilliant broadcast piece, whether it’s for the bright lights of TV, across the radio airwaves, or on digital-first platforms.
At Rewired, we are experienced in crafting compelling pitches to secure broadcast media coverage, providing a package of content that’s relevant, informative, and engaging for audiences. Here, we explore the tactics for a successful broadcast PR campaign, and how an expert PR agency like us can help your brand be seen and heard.
ITV Central speaks to England Cricketer, Jacob Bethell, ahead of his Hundred tournament with Birmingham Phoenix
Why should I consider broadcast as part of my PR strategy?
Broadcast campaigns focus on securing media coverage on TV, radio, and digital platforms. to help promote a brand, product, or campaign, or to respond to a particular topic or story in the current news agenda.
Broadcast coverage is hugely effective in driving brand visibility, increasing engagement, and speaking directly to a target audience. In the evolving landscape of TV, radio, podcasts and video platforms, there is a wealth of opportunity to amplify brand and campaign messages across a range of channels - at both a national and regional level - and help to cut through the noise.
In Broadcast Revolution’s 2025 Broadcast Trends Report, 77% of UK consumers said they watched TV daily, with more than half (51%) saying it is the most trusted source for news, followed by radio at 30%. The latest RAJAR figures also reported that 50.1million adults - or 86% of the adult UK population - tune in to radio every week, for an average of 20.4 hours.
How can I build an effective broadcast strategy?
The power of broadcast PR is that it takes you beyond a press release, and allows you to bring a brand, product or message to life in an engaging way.
However, to get the most value from a broadcast campaign, it’s important to frame it within a wider communications strategy. When crafting a PR plan, we think about how broadcast can support your overall aims and objectives. Will it help to communicate your key messages effectively? Is there a specific programme, channel, or audience you’re looking to target? Do you have key spokespeople on hand to act as an ambassador for your brand? Do they need any support with media training?
It's vital to consider these questions at the start of the planning process, in order to maximise all opportunities and ensure that broadcast is a valuable element of ongoing PR activity.
Top tips for broadcast PR:
Here are some key consideration points for clients when we are planning a broadcast story:
Responsiveness: As well as responding to immediate or breaking news, TV and radio producers also plan content well in advance. Be prepared for long lead-times when confirming a broadcast slot, and be ready to be quick and responsive if timings or requirements change at the last minute. This also applies to your brand spokespeople – to ensure you don’t miss out on opportunities, make sure you have someone on hand to respond to interview requests with a tight turnaround.
Creativity: Think about what sets your brand or product apart – do you offer a unique experience or story that no-one else can? How do we involve the TV or radio presenter in an inventive way that’s sure to grab attention? Broadcast producers are always looking for something new that hasn’t been seen or heard before, so think about what you can offer that’s different to everyone else.
Exclusivity: While it’s still vital to share brand news and announcements with TV and radio contacts through a traditional press release, you can supplement this by offering an exclusive experience for broadcast – whether it’s offering the chance to be the first to see something, giving a behind-the-scenes look at a money-can’t-buy brand experience, or discussing brand-new research or statistics with an expert – that will help to make the story more tangible and engaging for the audience.
Spokesperson: A key element of broadcast PR activity is having a strong, relevant, and passionate spokesperson that can represent your brand with confidence. This could be a celebrity ambassador, a case study, a third-party expert, or a senior leader within the business, such as a MD or CEO, who can ensure your message is heard.
Media ready: When putting forward spokespeople for broadcast opportunities, they are acting as the ‘face’ of your brand - so it’s crucial to ensure they are well prepared. This is where media training can help. This can be provided by your PR agency or in conjunction with a specialist training provider – many of whom have previous experience working in newsrooms and can share first-hand hints and tips.
B-roll: B-roll is supplementary video footage that can help to tell your wider story. This can be hugely valuable to TV and radio producers, as it provides ready-to-air content which adds further context, background, and visuals. If securing broadcast coverage is a key focus for your brand, having quality B-roll footage on file is a worthwhile investment.
Our show reel…
At Rewired, we have a strong track record of securing high-impact, national and regional broadcast coverage for a broad range of clients. Take a look at some of our recent work:
The Entertainer
Supporting The Entertainer with cementing its position as Britain’s leading toy shop, we have secured broadcast opportunities in a number of leading prime-time TV shows including The One Show and This Morning, among others.
From regular deals roundups to in-depth interview and feature pieces, the broadcast opportunities we secure support The Entertainer with boosting national brand awareness and driving consideration for purchase in the crowded toy market.
Drayton Manor
With a communications strategy focused on securing widespread broadcast coverage in the park’s 75th year, we leveraged our strong media connections to generate high-quality TV and radio opportunities for Drayton Manor Resort – one of the UK’s leading visitor attractions.
Across the birthday campaign, our coverage including 50 broadcast pieces (7 national and 43 regional), with a reach of 2.5billion. In total, we generated over 100 minutes of broadcast coverage, with 19 spokesperson interviews arranged.
Highlights include BBC Breakfast’s Peter Ruddick delivering his piece to camera live from the park’s wildest rides, inviting BBC Midlands Today and ITV News Central for an exclusive look at Drayton Manor’s new museum, and securing on-site filming with top-tier national outlets including Good Morning Britain and This Morning.
CEWE
What do novelty gifts, household mops and socks all have in common? They were all named among the worst presents to be found under UK Christmas trees, as part of our exclusive consumer survey for CEWE, Europe’s leading photo printing company.
Partnering with TV actress Lacey Turner provided us with the perfect opportunity to generate strong broadcast coverage. To support our commissioned research, we set up a broadcast day with Lacey to highlight some of our key research findings and authentically share CEWE’s core brand messages during the lead up to the festive period.
In total, the campaign secured 94 pieces of editorial coverage, including 18 radio interviews, with a total reach of over 448m. High quality coverage across outlets including BBC Oxford and BBC Cumbria allowed us to bring the campaign to life, leverage the relationship with Lacey as our celebrity ambassador, and increase brand engagement.
Heal’s
As one of Britain’s oldest and most prestigious retailers, Heal’s flagship store continues to reign as a must-visit London shopping destination. Perfectly positioned as an expert spokesperson to comment on the evolving retail landscape, is the brand’s CEO, Hamish Mansbridge.
From discussing shifting consumer behaviours, to exploring the impact of business rate changes on retailers, and sharing positive news around new store openings, we have secured multiple opportunities to give TV audiences a behind-the-scenes look at the Tottenham Court Road store and hear about the future of bricks and mortar shopping experiences.
Your broadcast PR partners
We are passionate about working in partnership with our clients to secure high-quality broadcast coverage that cuts through the noise, amplifies the brand message, and achieves business objectives.
If you’re ready to hit record, get in touch to find out how Rewired can support your broadcast goals.