Everything you need to know about broadcast media: TV and Radio

In the fast-paced world, broadcast media coverage is one of the most powerful ways to build credibility and reach large audiences. Radio interviews, TV segments, and live discussions are a great way to showcase personality and authority.

However, broadcast journalists are under immense pressure. Producers and presenters need strong, clear stories that work on air, often at very short notice. At Lem-uhn, we know exactly what makes a story broadcast-friendly and what to do when you land an opportunity. 

If you want to secure TV and radio coverage, these are the story angles and approaches most likely to get you booked and resonate with your audience.

1. Make sure you and your business can handle more attention

The good thing about broadcast media is that it can increase brand awareness of the positive things you and your business are doing. However, the bad thing about broadcast media is that it can also reveal the weak systems and workflows in your business.

Can your website handle more traffic? Can your customer service team handle more emails? These are all important questions to ask before pitching to broadcast journalists. 

2. Target producers and keep your pitch short and snappy

Broadcast producers and planners are often the ones sourcing guests, so they are the best place to start when pitching for TV and radio. 

Producers are also very busy, often juggling many things at once, so keep your pitch short and to the point. You can include images if they add to the story.

3. Don’t be too pushy about your brand in your pitch

Ask yourself: why should a producer care? If your announcement impacts consumers, a local community or an industry at large, it becomes a possible radio or TV story. If it’s just about your brand and your work, think about other ways to share the news.

4. Offer timely and seasonal commentary

Radio and TV producers want experts who can react fast to breaking news, whether that’s a political development, industry shift, celebrity story or trending topic.

Timing also matters. Radio programming follows the calendar, so aligning your message with seasonal moments like January budgeting to the Autumn Budget makes it easier for producers to say yes.

5. Be flexible

Broadcast media moves fast, and stories are often bumped to make way for breaking news. Even when you secure an opportunity, be prepared for it to be pulled at the last minute. That same pace, however, can work in your favour if you’re able to offer timely insight on a developing story. If you can provide a strong spokesperson and a clear, relevant angle within hours, your chances of securing broadcast coverage increase significantly.

Above all, flexibility is key. Being available at short notice and comfortable with plans changing quickly is important. 

6. Have a trained spokesperson and think about what you want people to feel 

Producers look for confident spokespeople who can communicate clearly, concisely and with authority. This might be a founder, CEO, industry expert or someone with lived experience of the topic.

Strong radio and TV guests don’t waffle, rely on jargon or sound over-rehearsed. They deliver clear opinions, sharp insights, personal stories, and memorable soundbites that are engaging. If your story makes listeners feel something, inspiration, curiosity, or empathy, it’s far more likely to land.

Media training is often the difference between a good guest and a great one.

7. Offer local stories to regional media

Regional and local radio and TV stations are always looking for stories tied to their area. Community initiatives, local success stories, job creation, or region-specific data can all perform extremely well.

Local radio is also an excellent entry point for brands new to broadcast media, offering strong exposure and credibility without the pressure of national live programming.

8. Think about the visuals 

For TV in particular, visuals matter. Everything from what you wear and what’s behind you to any supporting assets can influence how effective you are on screen. A clear, tidy background helps keep the focus where it should be - on you.

It’s also best to avoid heavily branded items in shot, as these can be distracting and may put producers off.

9. Start a reel or portfolio

Once you’ve secured a few opportunities, start building a reel or portfolio of your appearances. This helps build trust with producers by showing that you’re confident, credible, and experienced on air. 

You may also want to share your coverage on social media. Before you do, read our guide on what you can and can’t share. 

Final Thoughts

With the right story, spokesperson, and timing, radio and TV coverage can elevate you and your brand. The key is understanding how broadcast journalists think, what their audiences want, and how to deliver a clear, compelling message that works on air.

If you’re looking for a positive PR agency that understands broadcast media and knows how to zest up your radio and TV coverage across the UK, we can help. 

Book a free PR consultation call today to find out about our PR services and how we can put you and your brand in front of the right microphones and screens.