Top tips on harnessing the power of BBC regional radio

Posted on 18 Jan 2018

Top tips on harnessing the power of BBC regional radio

This morning we went to Think Big Think Local, an event ran by the lovely people over at Good Broadcast. Jane Prendergast, a senior producer at BBC GNS and Roberto Perrone, a presenter at BBC Three Counties Radio gave us advice, wisdom and their honest opinions of good and bad PR.

Our top takeaways from the event are:

Be relevant

Though this seems rather obvious, make sure that the topic being pitched is interesting and relevant to the radio station. What is the point of pitching a farming story to a radio station that isn’t located near any farms? Also make sure to listen to the radio and note the variations between programmes, as there is a big difference between breakfast, which tends to be light-hearted softer news, mid-morning, which is more controversial and consumer news, and drive time radio, which focuses on news as well as more local stories.

Be specific

Local radio stations want to hear about news that is relevant to them, so sending out press releases with a regional breakdown of the North, South, West and East won’t work. Manchester and Liverpool are both located in North-West England, but are very different places, so stats should focus on the specific city instead of the wider region.

Be engaging

Experts make a great addition to local radio programmes as they are skilled in the field being discussed, but a good spokesperson must be more than an expert, they should be engaging and have an element of fun to them. A friendly spokesperson will remain in the mind of the presenters and producers and will have a much higher chance of being asked back should another opportunity arise.

Be available

And finally, when pitching an idea to a breakfast programme, make sure the spokesperson is available during these hours!