Maja Pawinska Sims 19 Nov 2020 // 4:51PM GMT
LONDON — Brands are missing out on opportunities for top-tier broadcast coverage, with only 64% of PR professionals saying they have a broadcast strategy in place for their clients, according to a new survey.
The poll of 200 PR professionals in the UK, by specialist PR agency Broadcast Revolution, also found that 72% feel their clients should be getting more top-tier broadcast coverage and 57% think their broadcast exposure could be better.
The agency conducted the poll at a virtual event with ITV News head of planning Carol Jordan on how brands can get more broadcast coverage, which was attended by more than 500 communications practitioners.
Broadcast Revolution founder Phil Caplin said: “A broadcast first strategy allows brands to unlock the true potential of achieving top tier quality coverage. For too long broadcast has been an afterthought.
“Through lockdown we have been hearing more and more from broadcasters about the important role brands play in facilitating the news agenda. The demand from broadcasters has been greater than ever, and now is the time for brands to take a step change in how they approach broadcast.”
At the event, Jordan said stories needed to connect with the news agenda, and audiences currently have a “proactive thirst” for information, which has led ITV to put more emphasis on breaking down issues to make them “digestible”. For instance, ITV has created a number of news strands around Covid, such as health, rights, education and “in this together”, which focuses on good being done in communities to “keep people at the heart” of all its stories.
However, there is still room for stories beyond the pandemic, including angles around Brexit, Christmas and climate change. Data and research remain key ways to permeate the news agenda, and novelty pieces are still welcomed by broadcasters wanting to avoid Covid “taking up the oxygen” of most news bulletins.