![]() ![]() For example, if the story is an interesting piece of research, they'd much rather speak to the PHD student who was closest to the project and knows it inside out as opposed to the lead professor, even if they are fairly inexperienced in doing broadcast interviews. Although it always helps to have access to CEOs, seniority does not always trump the type of spokesperson they go for either. When asked how important it is to "humanise" stories through the use of case studies, Adrian agreed that this can sometimes be the case although less so for the news channel as they only have one guest at a time, but they're always really keen on speaking to the people who are actually doing "it" as opposed to experts. Investing time looking at what kind of stories have been covered and considering how your organisation or the companies you work with can add to subjects that have already been covered and move the conversation on is also important. business rates, whereas the afternoon slot is a bit more fun and chatty, which can be a good opportunity to pitch in a slightly quirkier story. Adrian also gave us a little tip: the morning business bulletin on the news channel is usually "harder" news of the day e.g. For example, the BBC News channel covered a PR story recently on a Tinder app that had launched for cows because the presenter Simon McCoy found it amusing and quirky and people were interested and engaged in the story. In the same way PRs carefully consider the types of stories that will set Piers Morgan off on rant on Good Morning Britain, or provoke a reaction from Nick Ferrari, we should also be considering presenter's personalities across the BBC's different newsprogrammes and the types of stories they engage with. Knowing not only the types of stories the broadcast outlets likes to cover, but having a sense of the individual presenter's personality is also important. Many people watch the news channel without sound on, therefore the visuals are very important and the back drop must be interesting. Adrian is always on the look out for interesting locations, ideally outside of London, therefore this is a great opportunity for PRs to "be the middle ground" and help journalists by offering theirs or their client's business as a back drop for the news channel to report all their bulletins from on that day. Ones they have done recently have included reporting from a local high street, science museums or inside a fashion warehouse. When doing an OB, the news channel will always look to do something a little different with their news bulletins. Adrian keeps the emails offering guests, as, even if they aren't the right spokesperson for that particular story, he will "bank" it for another time and he's more likely to call on that particular person as they were proactive and helpful last time.Īdrian sometimes has to spend a lot of time planning outside broadcasts for the news channel business correspondents to report all their business news from. Sharing a list of spokespeople, topics they are interested in and insights/opinions they can offer with broadcast journalists who are in charge of booking guests is a great way of doing this alongside pitching reactively on the day. PRs getting in touch offering their spokespeople and their opinions on news stories the BBC News Channel are covering that day can be both helpful for Adrian (as that's potentially one slot filled) but can also be a great way to start getting your client or your own organisation front of mind for current and future opportunities. Adrian has to fill four or five guest slots for the main business bulletins on the news channel on a daily basis. Reactive pitching is useful for journalists and can be an effective way of landing coverage, yet it's something that's often forgotten by PRs when it comes to broadcast. Here are some of the key insights Adrian was able to offer. We covered everything from Brexit to Tinder for cows (yes really) and from our Q&A discussion emerged some useful ways PRs can work with and help broadcasters whilst also creating opportunities for clients or their own organisation to land top tier coverage. Last Friday afternoon we had the pleasure of hosting Adrian Bradley, broadcast journalist at the BBC News Channel, to talk all things business. ![]()
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