Securing Broadcast Coverage with Phil Caplin

When it comes to getting first class broadcast coverage – Phil’s your man. As the founder of Broadcast Revolution, he can do everything from media training to getting you a platform with broadcast’s biggest hitters. Everyone can benefit Phil’s expertise and 20 years of insider knowledge. If you want to know how to make broadcast work for you, here are some powerful lessons from his appearance on PR in the Real World. 

1: Broadcast is gold

Broadcast radio is nothing new. Yet, nobody seems to grasp what a juggernaut it remains. The fact that Nick Ferrari gets 300,000 more listeners than BBC breakfast has viewers makes its power undeniable. Where appropriate any media strategy worth its salt should include broadcast.

2: Don’t follow your client – lead them

Clients seeking coverage may already have a vision – sometimes strategic and well thought out, other times… not so much. You need to know why they want coverage and what successful coverage would look like. This is where you need to grab the bull by the horns and brief your client on what coverage will work best for them.

The ideal audience, and what clients think is their ideal audience can be different things. You might be tempted to play it safe by pursuing their vision, but they’ll be more grateful when you deliver impact with quality coverage.

3: Impact over numbers

Getting caught up in vanity metrics is pointless. Sure, it might look impressive to reach a large number of impressions, but it’s as useful as an inflatable dartboard if it doesn’t achieve a desired outcome. If one piece of coverage is promising higher reach, but the other promises a smaller reach with the ideal audience, it should be a no brainer to prioritise impact.

4: Timing is key

A common banana skin when fighting for coverage is being late to the party. Programming can shift last minute but counting on this would be a foolish gamble. Scheduling is done in advance.

The solution is simple: start the process earlier, have a clear plan and give the broadcaster plenty of time in advance to integrate you into their schedule. Who knows? Even if you’re turned down, now there’s some awareness about your brand you might be called upon later.

5: Inclusion grants inclusion

Culture wars aside, the fact is this: amplifying marginalised voices translates to coverage. Whether it’s women, disabled people, or BAME and LGBTQ+ communities, many broadcasters aim to amplify these groups.  If your mouthpiece is media savvy, and comes from a more diverse background, then it can be an effective combo to getting over the line and getting the coverage you need.

6: Be broadcast ready 

We know it’s important to approach broadcasters in advance, but the other side of the coin is being ready at short notice. Scheduling in broadcast can be volatile. Yes, professional standards mean that advanced scheduling is the norm, but the news agenda can have other ideas.

You need a spokesperson who is sharp, well-informed, and recognised as a go-to expert in their field – ready to step up whenever the news agenda shifts. By establishing yourself within the trusted pool of experts that broadcasters turn to, you increase your chances of securing impactful coverage whenever the opportunity arises.

Wrapping up

• Are you overlooking broadcast radio?  – don’t miss out!
• Be ready for coverage – always. 
• You know what coverage will work best, not the client – explain why and pursue it.
• It’s about where coverage can work, not about chasing engagement.
• Approaching broadcasters in advance increases your chances of impactful coverage.
• Broadcasters prioritise diversity, follow suit and reap the rewards.

Phil understands how to make broadcast media work. He knows that, despite often being underestimated, it remains a powerhouse with a massive reach. Successful broadcast PR hinges on planning in advance, understanding the audience, and having the agility to seize opportunities as they arise. Mastering these elements, while staying mindful of offering diverse spokespeople, means you can ensure your broadcast efforts deliver real impact.

Listen to Phil’s episode from the 4th of Feb

Find out more about Phils work at Broadcast Revolution: https://www.broadcastrevolution.co.uk/

Other episodes available now on Apple, You Tube and Spotify: