Where is the media prize for professional services PR and comms pros?
Once, it would have been a spot on national TV. To see a partner on BBC Breakfast, Sky News or local TV – well that was job done. TV was the pinnacle, putting that lawyer or accountant in front of huge audiences.
Now, we’re not so sure.
Yes, it still strokes egos – who doesn’t want to be that expert in front of the nation (or the PR that secured that spot). But it takes time – a lot of time. Prepping for the interview, possible travel to a studio. An hour or two of partner time can be edited into a 30 second soundbite with the firm’s name often omitted.
Then there is the audience. Yes, it might be huge (BBC Breakfast regularly pulls in 1.6 million viewers), but is it the right crowd? When you try and talk to everyone, you may end up speaking to no one.
Once aired, then what? It might be possible to share a fuzzy still on LinkedIn, but that’s pretty much it. There is little or no media asset that BD teams can pick up and use to extend or spark conversations. It is, quite literally, here today, gone tomorrow. The opportunity cost is very high.
Does that mean TV should be ignored?
For most firms, perhaps yes. There is little to gain. However, those firms with consumer-facing practices – personal injury, divorce, tax even – should stay close to broadcasters. When the right opportunity arises, they should be front of mind.
I heard it first on the radio
Radio, on the other hand, should still play a major part in any broadcast PR strategy.
BBC’s Wake Up to Money and the Today programmes are still very much the prize. They set the tone and media agenda for the rest of the day and can open doors. A strong interview at 6.30am might be repeated throughout the show and can be quickly followed by calls from print media.
Times Radio and LBC command growing audiences, and regional BBC radio still has clout. They give their guests time that TV cannot afford. A three- or six-minute interview is not uncommon.
Unlike TV, radio is more intimate. Listeners hear a voice as an authority, not just a talking head. It works well when explaining complex subject matter.
They are not so time consuming either. Interviews are typically via Teams or WhatsApp from the comfort of your own home or a quiet office. Whether pre-recorded or live, they are quick(ish), firm names are credited, and audience reach is large and meaningful.
Yes, there is still the clip problem. Licensing restrictions prevent them from being shared or downloaded. Like TV, there is little digital footprint. But those tier one radio shows can seed wider media interest. The opportunity cost is not so high.
The truth is that broadcast opportunities deliver something PR teams should be wary of – visibility without utility.
The real prize today is not just to be seen. It is for media exposure that can be shared, reused and built on.
Matt Baldwin is the joint managing director of Coast, a media relations agency for professional services firms.
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