Seizing Coverage Opportunities - Which Stations Are Right For My Brand?

By Etholle Davies

Broadcast Blind Spots

When presented with coverage from a station you’ve never considered, or one you thought you’d never say yes to, it’s tempting to pass. But what if that slot is the one your audience is tuned into?

Many instinctively prioritise familiar stations or flagship shows. The problem? That kind of tunnel vision can lose you opportunities you didn’t even realise were on the table.

The smartest coverage seekers know the media landscape is more nuanced than it looks. Stations are broad. Audiences are diverse. And the best exposure often hides in unexpected places.

Myths & Misconceptions

It’s easy to form an opinion about a channel based on headlines or reputation. Take GB News, for example, a station often associated with energetic debate. But dig deeper, and you’ll find segments covering health, lifestyle, business, and community stories, each with its audience.

What matters isn’t the station’s overall branding, but the specific slot. A chat with a warm presenter on a weekend morning show could be far more valuable than a 5-minute moment on a national giant.

There are specific shows within regional and national outlets that look to dive deeper into specific issues and topics.

One example is BBC Radio Cambridgeshire, they have a weekly segment called 'Travel Tuesday' that explores numerous talking points across the arena of the travel sector.

On the national side of things, Michael Portillo has a show on GB News that covers politics; however, his show also focuses on the arts and culture.

When presented with opportunities that tailor to your niche, it means the audiences listening or watching are much more likely to be engaged and connect with your brand.

Some often dismiss a 6 am interview as a write-off. But these slots regularly reach commuters, professionals, shift workers, and early risers. If your story relates to current affairs, health, or has national interest, this slot might be hitting the jackpot. Additionally, interviewers during these hours are often best placed to deliver in-depth conversations about tricky topics.

Case Study:

For example, for several years, we've been working with Debt Free Advice. They're a charity that provides free financial advice across the UK.

This year, they've had two respective hour-long segments on LBC where callers have rang in and asked Debt Free Advice's Managing Director, Matt Dronfield for advice.

These segments were in that 6 am slot we've previously mentioned with Ian Payne, which had numerous callers wanting to speak to Matt.

Here's a clip from one of the segments:

Say Yes More Often - With Strategy

Being open to unexpected media opportunities doesn’t mean saying yes to everything - it means asking better questions:

• Who is the audience of this show?

• What’s the presenter’s tone?

• Who else has appeared?

• Have I actually watched or listened to it?

The goal is to assess the slot, not judge the station. Think about who is likely to be hearing and taking in your brand's messages.

Summary

Coverage isn’t just about broad visibility or figures; it’s about alignment. An unexpected opportunity might place your message directly in the ears of the people you most want to reach.

So next time an offer comes from a station outside your comfort zone, pause before you pass.

Want to kickstart your brand's next broadcast PR campaign? Contact The Relations Group now!