Broadcast PR; Creative-less, Ineffective, Generic, Last Resort?

On deciding to return to Public Relations, the first and only serious question I have been asked; WHY BROADCAST PR?

I have decided to write a series of “straight-talking” posts to explain why I love Broadcast & Digital PR and why I think it may not be used the most effectively - I welcome any feedback!

"Why not traditional PR?" "You are a creative person, why hamper yourself with a career that you cannot harness your abilities?"

I have worked in Broadcast PR for over 8 years in the course of my life, across three very different agencies. Each with their own merits and each with their own failings. Each, however, provide clients with some great awareness building campaigns that I know has bolstered the efforts of the PR manager, Marketing Manager or the clients PR Agency. Those campaigns were not down to the agency chosen - but the people working on the campaign.

The key to a good Broadcast PR campaign?
People//Relationships//Creativity - all traits of a good PR agency, right?

Treat it as a PITCH not a TENDER

A Broadcast PR company is an agency, just like a PR agency. So, why call and ask them “How much for a 15 interview Radio Day?”. We can all quote for that - but does that really deliver your objectives? Does that really give you the power to know that those 15 interviews/that agency are going to be providing you with anything that you are comfortably going to present to your client at the end of the project? I doubt it! Why not just send out a 5 question form and pick the cheapest!

Treat it as a pitch: Pick three agencies and create a pitch situation - if only on email/phone. Provide them with the concept of your campaign - what angle you have taken, what research you want to do/have done, what you hope to achieve and, presuming you have already pitched and got approval from your client/decision maker, what you have said you could achieve. Allow those three companies to revert with what THEY think is the best approach for you, how it is going to work to deliver the strongest results. You will obtain 3 very different responses no doubt, but from those three you should be able to ascertain who you feel understands the brief and objectives the best. 99% of the time, one of them will stand out for you - but remember if they are PROMISING coverage, they may not be the most trustworthy partner to work with!

How to get the most out of your Broadcast Agency

OK, the above was based on approaching a broadcast agency when you have already decided, pitched to your client/boss what you would like to include and have to now ensure that this happens. But there is a better way. Best get your NDA templates at the ready!

A broadcast agency is only as successful as their last campaign. Plus, they only get a fee when they win a project with you - so they need you to book with them. Make the most of this in several different ways - trust me it pains me to say this!

Involve them early: It’s free creative! Use them to bolster your creative. Use their knowledge of the industry to provide you with ideas. Include what you like best in your own briefs and budget accordingly.

Build a Rapport: A broadcast professional is like an extension to your team - at least that is how it should be. They should be the account exec on a clients team in an agency that happens to have a particularly good skill in one area. Have a relationship with them so that this is the case. Keep them in the loop on how the traditional “sell-in” is going. Let them know if one angle is working better than another. Allow them to do the same!

Be Flexible: The agency should always be open and honest with you at all times, if they have been getting feedback from the media and have ideas to get the most out of it for your client/boss - then listen. You may find its the difference between a quality interview and 2 minutes of “slot filling” garbage!

to be continued…