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The Importance of Timing in a Broadcast Campaign: A Comprehensive Guide

In the dynamic world of broadcast PR, timing is everything. The success of a broadcast campaign hinges not just on the quality of the content, but also on when it is delivered. At The Relations Group, we understand that the perfect timing can make the difference between a story that gets picked up and one that gets overlooked. Here’s why timing is crucial in a broadcast campaign and how you can master it to maximise your media impact.

Understanding the Broadcast News Cycle

The first step in leveraging timing is understanding the broadcast news cycle. Newsrooms operate on tight schedules, with specific slots for different types of content. Here’s a breakdown:

  1. Morning Shows: These programs are often light-hearted and include a mix of news, entertainment, and lifestyle segments. They are ideal for soft news, human interest stories, and lighter content.

  2. Midday News: This slot focuses more on breaking news and updates from the morning’s events. It’s a great time for pressing announcements or developments in ongoing stories.

  3. Evening News: These segments recap the day’s most important events, often with a more serious tone. Hard news, significant updates, and major announcements are best suited for this time.

  4. Late-Night Shows: Often a mix of news and entertainment, these programs can be a good fit for quirky, unusual, or highly engaging stories that can spark conversations.

By aligning your campaign with the appropriate time slot, you can ensure your story reaches the right audience at the right time.



Keeping on top of the news agenda can help with the timing of your broadcast campaign


The Role of Seasonal and Calendar Events

Timing your broadcast campaign around seasonal and calendar events can significantly enhance its relevance and impact. Consider these factors:

  1. Seasonal Trends: Holidays, seasons, and annual events can provide a timely hook for your story. For example, a fitness-related campaign might tie in with New Year’s resolutions, while a retail campaign could align with Black Friday or Christmas shopping seasons.

  2. Industry Events: Aligning your campaign with industry-specific events, such as trade shows, conferences, or awareness months, can increase its relevance and newsworthiness.

  3. Cultural Moments: Tapping into cultural moments, such as major sports events, award shows, or significant anniversaries, can also boost your campaign’s appeal.

By timing your campaign to coincide with these events, you can leverage the existing public interest and media coverage to amplify your message.


Real-Time Relevance: Responding to Breaking News

In addition to planned timing, real-time relevance is critical. Being able to respond quickly to breaking news or emerging trends can position your brand as a timely and relevant source of information. Here’s how to do it:

  1. Monitor the News: Stay informed about current events and trends that relate to your industry. Use media monitoring tools to track relevant news stories and discussions.

  2. Prepare Your Spokespeople: Have key spokespeople ready to comment on breaking news. Ensure they are media-trained and equipped with key messages.

  3. Act Quickly: Speed is of the essence when responding to breaking news. Have a streamlined approval process in place so you can react swiftly without unnecessary delays.

By being prepared and responsive, you can capitalize on real-time opportunities to position your brand in the media spotlight.

Case Study: The Power of Perfect Timing

Let’s look at a real-world example of Newsjacking in action for one of our clients, Bravissimo. 


When news broke that leading radiologists were planning to call on the Government to scrap VAT on bras, our media team sensed an opportunity. We knew this would be a big story, covered by all of the UKs leading broadcast media outlets. An email and a quick phone call later, and we had the green light to reach out to our contacts, offering Bravissimo’s fantastic CEO, Leanne Cahill as an expert guest. By the end of the day Leanne had appeared live on BBC 5 Live (have a listen below) and Sky News Radio. Even better, our media monitoring subsequently picked up 7 more BBC regional radio hits, lifted directly from the 5 Live interview.

 



Summary

In broadcast PR, timing is not just a detail—it’s a strategic imperative. By understanding the news cycle, aligning with seasonal and calendar events, and responding quickly to breaking news, you can maximize the impact of your broadcast campaigns. At The Relations Group, we specialize in helping brands master the art of timing to achieve their media goals.

Ready to make your next broadcast campaign a success? Contact us today to learn how we can help you leverage perfect timing to capture media attention and amplify your message.


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