By Mark Cue , Head of News and Sport
How Broadcast is Changing as Social Platforms Evolve
TV and radio remain two of the most powerful channels for earned media. Their reach is unrivalled, and with the rise of on-demand services, podcasts, and the social amplification of broadcast content, their influence has grown. Take the BBC extending their reach by 9.7 million through their TikTok followers, and their podcast, Newscast, appearing at #8 among all UK podcasts in Edison Research’s UK Top 25 (Q2 2025).
Traditional broadcasters are adjusting and adapting to the ever-changing ways in which we consume media.
Radio producers and journalists are increasingly visualising their content to feed our insatiable appetite for video. That means, just like their TV colleagues, they are chasing shareable, viral moments for platforms like YouTube, TikTok, Instagram, and X.
How to Secure Broadcast Coverage in the new Media Landscape
To break through, your campaign needs more than just a good story. You must provide producers with the right broadcast-friendly assets that make their jobs easier and your message impossible to ignore.
So, here is a summary of what it takes to make your campaign land on air on TV and radio and live on across social and digital channels via the power of broadcast.
- A Strong Story Hook and Broadcast-Friendly Release
Your narrative is your foundation. Producers need to know: “Why now?” and “Why should people care?” A tenuous link to an awareness day won’t cut it alone. They want clear, concise, newsworthy content they can act on quickly.
Great broadcast stories:
- Tap into the current news cycle.
- Affect a wide audience.
- Evoke emotion or spark debate.
Think of stations like BBC Radio 5 Live, LBC, talk, GB News, and shows like Good Morning Britain and Jeremy Vine on 5: their formats thrive on issues that polarise opinion and provoke conversation. The offer should give them exactly that.
- Compelling Spokespeople and Case Studies
A strong spokesperson often makes the difference in whether a broadcaster will cover a story. They must be:
- Relevant and credible to the subject eg Business need CEOs and senior C-Suite. With strong, concise talking points.
- Flexible and available. Broadcast is 24/7, with opportunities from as early as 0500 to as late as midnight, depending on the programme.
- Media trained to deliver clear, engaging broadcast soundbites.
Case studies add authenticity and a human connection. They help illustrate the story in relatable terms, particularly for the key national and regional outlets.
With radio increasingly visualising its output, spokespeople and case studies must also be comfortable on camera. Content now travels far beyond the broadcast itself, reaching audiences through TikTok (one in eight teens head there for their news), YouTube, Instagram, X, and on-demand services like BBC iPlayer, BBC Sounds, ITV X, and Global Player.
In addition, BBC, ITN, Sky, Global, Bauer, News Broadcasting are among those seeking extra content for podcasts and additional non-linear output.
- Filming Opportunities and B-Roll
TV is nothing without pictures. Producers want to know exactly what they can film and how it adds to the story. Strong filming opportunities should include:
- A compelling case study who embodies the issue.
- Visuals that make the narrative come alive.
- Supplementary B-Roll for outlets without filming resource.
This not only helps secure coverage with the likes of BBC, ITN, Sky, and GB News but also generates content for short-form social video for these broadcasters. Snappy edits, vertical clips, and shareable soundbites are increasingly vital as YouTube, TikTok, and Reels dominate viewing habits, behind the BBC.
Opportunities are far more limited without strong filming options, as most TV news output relies on pre-recorded VTs and packages. That said BBC Breakfast, The One Show, GMB, This Morning, Sky News and GB News still provide valuable sofa slots and in-studio interviews.
- Contact Details and Remote Options
Broadcast moves fast, especially during breaking news. Many outlets are happy to take remote interviews via Facetime, WhatsApp, Zoom, Riverside, Teams, or StreamYard.
Make sure you:
- Provide clear, direct contact details.
- Confirm interviewees are comfortable on video as well as audio.
- Supply high-resolution, rights-free stills of spokespeople or case studies for use online and across socials.
- Regional Guests and Local Data
Regional voices and stats strengthen your campaign’s appeal. Local BBC and commercial radio stations, as well as ITV regional news, need stories that resonate with their audiences. These often ladder up as regional content can be syndicated to BBC Breakfast, BBC News Channel, or ITV News (national).
Regional data and case studies do not just make your story more relevant, but improve chances for wider coverage as these stories are also posted online and on socials, engaging communities.
Maximising the Effect of Your Broadcast Campaign
Broadcast remains the gold standard for earned media, but the way it is delivered is evolving. Broadcasters now expect campaigns to come packaged so digital and social potential can align with their traditional output.
If you think like a producer, delivering the right story accompanied with the right spokespeople and all the assets ready to go, you not only secure airtime but also ensure your message extends its reach, resonates across diverse platforms, and keeps engaging audiences long after the mics fade and the cameras stop rolling.
A campaign that is hassle-free and easy for broadcasters to use will always fly further. So, make it compelling, make it visual, and make it effortless to drop into a programme and you will not only land coverage, but also amplify it across the fast-moving digital and social landscape.
If you would like to speak to us about capturing the public’s attention through earned media, or
maximising the impact of your next marketing campaign, please get in touch.