Shout! Out Spring / Summer 2019 News, features and tips about Broadcast PR

Embracing the dark side of PR By Catherine Bayfield Can we still call PR “the dark art”? It’s been described by some journalists as “the dark art” and by disgruntled PR professionals as an industry struggling to adjust; the latter claim it’s a sector which has many health issues and doesn’t like to self- diagnose. It’s always good to take a peek behindthe PR curtain but as a PR practitioner I’m disappointed to see so much negativity and confusion about who we are and what we do. Earlier this year my co-founder at Shout! Communications, Keren Haynes, appeared on The Media Show on Radio 4 to talk about the art of public relations. There was a mixed response and the programme created a Twitter storm. Leaders of the PRCA and CIPR described the discussion as “shockingly inaccurate”, P&O Cruises' flagship Britannia “wholly unfair” and “somewhat naive”. A member of the Shout! Communications team filming on behalf of Founders Forum in Tel Aviv, Israel. But surely debate is good and allows communications professionals to identify Gender parity: Female is the what PR means to them, as individuals and from their agency or company’s perspective new F-word too?

The gender pay gap, HeForShe and #MeToo have This sentiment is especially incumbent on the BBC, pushed gender parity to the forefront of 21st which is publicly owned. Jonathan Munro, Head of century societal changes. Broadcast by definition BBC Newsgathering, emphatically endorses this. includes the widest possible audiences; it, He says: “There needs to be greater gender therefore, plays a unique and important role in this balance and diversity across the media and we gender revolution. are seeing real progress across BBC News, but TV and radio have a particular responsibility to we want to go further and faster. That’s why we accurately represent society, both in terms of who have initiatives in place such as the 50:50 appears on our airwaves, and with the journalists Project which seeks to ensure that there are an who put the programmes together. equal number of male and female expert Despite making up 51% of the population, contributors across our output.” Broadcasters love to create drama and women are still severely under-represented, both debate – and Keren was very clear about how on and off-air, in news and current affairs she viewed her role ‘very much at the coal broadcasting. Broadcasters claim an obvious face’. reason is that women are under-represented in At Shout! Communications we are sectors across society; for example in the City Jonathan Munro, implementers and strategists who know what there are currently just 30 women in full-time Head of BBC executive roles at FTSE 250 firms, down from 38 works to ensure consistent, quality, positive Newsgathering last year. broadcast coverage for our clients. It’s not surprising then that women are under- Others said the show was very one represented on business radio and TV dimensional and didn’t reflect the strategic programmes, although broadcasters are adamant, side of our business. They claimed the media By Keren Haynes, Joint MD they want to diminish the use on our screens of Shout! Communications show had over simplified the industry; but, is “white middle-class men in grey suits.” Continued on p2... this really a bad thing? Continued on p2... Shout! Communications, Broadcast PR Specialists. 13 Great James Street, London, WC1N 3DN Shout! Out Spring / Summer 2019 Page 2

Continued on from 'Embracing the Dark Side of PR', p1 In the broadcast media training we offer clients, between the world of journalism and the world journalists require great skills from the PR we quote Lord Northcliffe describing what it means of PR. These days the journalism industry people they work with; therefore, the later to be a journalist. He says it’s: “A profession wouldn’t exist without PR professionals and PR need to know what makes news and the whose business is to explain to others what it wouldn’t exist without journalists. “ingredients” required for a compelling personally does not understand”. That’s not In these stricken times, in both broadcast and story. belittling a profession, it’s the truth. Couldn’t Lord print newsrooms, there is a reliance on PR That sort of know-how means we should Northcliffe’s theory also be true of the PR industry? generated stories and content. But discerning adhere to the journalists’ deadlines and How many times have we been blindsided by a work round organically breaking news. complicated brief or a client who requires us to What’s required is integrity, trust and explain or justify a complex or controversial issue? confidentiality on both sides, allowing PR We are all “Jack of All Trades”. The importance of professionals and journalists to work knowing a little bit about a lot of things is as equally together harmoniously. important in both journalism and PR. At its most basic, PR is the art of managing the Read more about my spread of information between our client and the colleague’s experience on public. Public Relations is all about reputation – Radio 4’s The Media Show what you do, what you say and what others say in the article (opposite) on about you. Like my business partner I’m a poacher turned Page 3. game keeper and can see so many similarities

Continued on from 'Gender Parity', p1 John Ryley, female case studies and spokespeople when Channel 5 News has been a women-led Head of Sky News, pitching their stories. "Attempting to make newsroom for more than 5 years and that’s argues not only is such seismic changes inevitably comes with undoubtedly had an impact on the stories they this fairer, it makes some challenges. The BBC for example, tell and the contributors they use. for better content too: has recently come under fire for its gender pay gap of 9.3%, in particular the disparity “The more people in pay of some of its biggest names. Channel 5 News Editor Jo Whiley’s stint as co-host for the Radio Cait Fitzsimons says: we have from all 2’s drive-time show with Simon Mayo also sorts of walks of ended in a spectacular misfire; it was widely “It’s important to find a diverse life the more in touch we will reported that managers added her to the show purely for gender balance and the range of voices to help bring be with what is going on in decision resulted in both presenters leaving different perspectives to our the world.” the programme. Subsequently Zoe Ball was programmes and digital content. announced as Radio 2’s Breakfast presenter While we’ve made progress, women Gender diversity, regarding on-screen in an historic move as the first woman to of colour are still under-represented talent and guests, is a pressing issue for all present the show; the presenter has on-air so we are always looking for UK broadcasters. We know from candid described the role as a "privilege". disclosures that broadcasters are keeping Last year, the BBC pledged that women better ways of working.” tallies of women versus men regarding on- will make up half of the workforce on air appearances and will take proactive screen, on air and in leadership roles by Obviously in broadcast PR it is incumbent on us steps to redress the balance. 2020. It’s made a good start with the latter: to field a spokesperson based on the relevance No broadcaster would argue you should the Editors of Radio 4’s Today programme, to the campaign, rather than choosing a woman engineer diversity but, unless they take The World At One, Newsnight, Panorama, for the sake of diversity. that kind of action, change isn’t going to Question Time and 5 Live News are all But realistically, given a choice between a male happen. female. and a female spokesperson, you’d stand to gain Andrew Dagnell, acting Head of News more by choosing the latter. Gathering at ITV News explains: “We go The lesson here is that we need to give women through each story and try to see how we a genuine voice,be it presenting a show or can get more women on-screen as experts, representing a campaign, but they must have contributors and journalists”. The PR credibility, rather than being used as an easy industry, he claims, can support way for a company or broadcaster to appear broadcasters’ initiatives by “offering more representative.

Shout! Communications, Broadcast PR Specialists. 13 Great James Street, London, WC1N 3DN Shout! Out Spring / Summer 2019 Page 3

Getting A Word in Edgeways Or how to avoid sitting like a lemon on a panel show!

By Keren Haynes, Joint MD, Shout! Communications Left to right: Alan Edwards, presenter Andrea Catherwood, I was feeling less nervous than the previous Holly Curtis, Ian Gregory and Keren Haynes. time. In media training we always say a repeat A programme like The Media Show is very invitation is a sign of a successful interview. well organised; the producer has done his or 4. Use body language to engage. I can’t have been that bad I thought, as I made her research, the presenters are well briefed, Look at the presenter, to indicate you’re ready my way to BBC Broadcasting House to take and, within reason, the production team has a to speak, just as you might in every day conversation. Nodding in a positive way can part in Radio 4’s The Media Show, or they pretty good idea of the direction the show also suggest you have something to say. At the wouldn’t have invited me back. will take. As a guest, therefore, there’s only risk of sounding like I’m in a classroom, put But the challenge of taking part in a four-way so much you can do to get your penny’s your hand up. You don’t have to put it right panel discussion, looking under the PR bonnet, worth in. up, just a slight raising of your lower limb was different from the previous programme I'd Here are some suggestions (and I didn’t should do it! Positivebody language is so been on, which had been a much shorter debate manage to do all of them)... much better than verbal barging – when people between myself and a university professor, who talk over the voices of others. was arguing the virtues of a degree programme 1. Be prepared to talk. 5. Use verbal language too. in journalism and PR. If you’re mono-syllabic the presenter will fear Think of some phrases that suggest you want Of course the other participants were going to you’re going to leave them in the lurch with too to enter the conversation: “I agree that’s a valid be eloquent and confident; Alan Edwards is the many gaps to fill, so may direct the questions at view, but…..That point you just made…..I’d founder of the long established Outside other guests rather than you. like to interject and….” Verbal barging comes Agency, which has looked after globally famed across as plain rude and should be 2. Have an opinion. celebrities including David Beckham, Jerry avoided. Polite, firm and confident are the When you speak try and say something Hall and the Rolling Stones; Ian Gregory is the qualities we all need to aspire to! interesting that will help stimulate Managing Director of Abzed andhas debate. There will always be some unexpected represented a host of controversial clients, from It's not too late to catch up with this twists to the conversation, butyou should have the fracking industry to e-cigarettes; and Polly particular episode of The Media Show at : a reasonable idea as to what to expect, www.bbc.co.uk/programmes/m0001v7p. Or Curtis was the Editor-in-Chief of Huff Post so plan aheadand have a view. search for “BBC Media Show, Art of Public UK. Relations.” Everyone had a lot to say and that’s the nub 3.Try and anticipate the views of others. For more information and tips on broadcast of the problem: when the studio is so full, how Broadcasters like controversy; it makes dull media training look at our website: listening/viewing if everyone on a panel do you avoid sitting there like a lemon www.shoutcommunications.co.uk/what-we- agrees. Much better to disagree with at least and manage to get a word in edgeways? do/television/media-training/. one of the other guests! The Global Effect: Time for Local Radio to Fight Back? It’s a time of radical change for local radio. 2019 began with the news that Bauer was buying up Wireless Group’s local stations, Lincs FM Group and Celador Radio. Then it was Global’s turn to shake up the landscape: it announced plans to network its breakfast shows on Capital, Heart and Smooth and close around ten regional stations completely. Hoping to rival the likes of BBC Radio 1 and BBC Radio 2, Global say they’re creating the three largest commercial radio breakfast shows in the UK on Capital, Heart and Smooth with 4.8m, 3.7m and 2.7m weekly listeners. These changes follow Ofcom’s announcement about the deregulation of commercial radio in autumn 2018, along with further changes to its localness guide. But what does it mean if you’re planning a radio day? From a PR point of view, the networking of these local stations means three more national opportunities than we had before. It could also be an opportunity for regional BBC and commercial stations to step up tGhreoirvegaHmoeteal,nHdegritvfoerldoschailrelisteners the content they crave, meaning more PR opportunities again for the likes of us... Continued on p4... By Kate Fallis, Broadcast PR Consultant Shout! Communications, Broadcast PR Specialists. 13 Great James Street, London, WC1N 3DN Shout! Out Spring / Summer 2019 Page 4 The Benefits of an Outside Broadcast

To OB, or not to OB… that is the question! Whilst many radio days can be completed from the comfort of our lovely Bloomsbury studio, there are some which can benefit from the atmosphere of an Outside Broadcast (OB). An OB typically consists of studio equipment which is set up in a remote location, outside of a studio. It means live and pre-recorded interviews can be conducted with more context and atmosphere. Potentially (technology allowing) it can be done from anywhere: an event, a ship-launch, a field…..you are only limited by your imagination. So, if you’re weighing up the pros and cons of an OB for an upcoming campaign, this should give you more of an idea of what it’s all about. Above: An OB for Ordnance Survey's "GetOutside" campaign, took place in Cheshire, resulting in 20 plus radio opportunities. Benefits of an OB Giving stations a chance to be part of an event is very special and should Case Study: The Camping and not be underestimated. Radio is a medium which relies entirely on audio, so sound quality and sound effects are crucial to listener enjoyment. Caravanning Club Think about what you’d rather listen to – a standard radio interview being done from a studio, or a more charismatic interview being broadcast from One of our clients, the Camping and Caravanning Club, regularly conduct a live event where you can hear background noise and true excitement in live outside broadcasts from the Caravan, Camping and Motorhome Show at the spokesperson’s voice. Not only can it benefit listeners, but an OB can the NEC in Birmingham. This is partly to make the day easier for the also allow presenters and spokespeople to conduct interviews in a new spokesperson (the TV presenter Julia Bradbury) who is also required to light. Sometimes getting everyone out of their comfort zone puts them present on the main stage at the show. They find an OB is the best way to on the spot in a positive way, demanding their absolute best. maximise radio results whilst making full use of the time they have with Julia at the show. In our most recent outside broadcast with them, we arranged 15 radio interviews, which included BBC Radio Scotland and BBC Challenges Radio Wales, alongside several other BBC and commercial regional stations. Hosting radio interviews from a remote location is an investment. The biggest challenge is always technology. For a radio OB you either need a strong broadband connection or, failing, that, a portable mobile 4G kit – a piece of equipment that works in a similar way to a mobile phone. Organising logistics in advance is an absolute must and you should always have a technical recce well in advance, allowing enough time, should you find a problem, to put it right. We recommend having a plan B (probably the mobile 4G kit) and even a plan C (such as a landline telephone). The right kit, efficient technology and a can-do attitude should help you overcome most challenges! By Kate Fallis, Broadcast PR Consultant

Continued on from p3, "The Global Effect" When the station I worked for, The Bay Radio, was taken over by Global in 2016 and turned into a Heart station, there was uproar in the community that was felt not only across social media comments, but also in Rajar figures. At its peak The Bay had around 110,000 weekly listeners. Now, as Heart North Lancashire, and its closure imminent, the station’s weekly listening figures sit at just 64,000. One of its key rivals, BBC Radio Lancashire, sits comfortably on 164,000. My guess is that many of The Bay’s loyal listeners turned off when Global took over, instead looking for the only other local alternatives available to them. This is what I suspect will happen If regional shows on Heart, Smooth and Capital stations are going to be across the UK as Global closes more stations. widely axed, this leaves millions of listeners “homeless”. The loyalty of For communications professionals it’s a time to reflect on just how these listeners and their demand for strong, local content, must not be much fabulous content we have to offer broadcasters. This essentially dismissed. In fact, there have already been at least two petitions started comes down to providing local angles and case studies, which will by listeners of Heart Radio, to save their local breakfast presenters, almost always guarantee regional coverage. which have attracted thousands of signatures.

Shout! Communications, Broadcast PR Specialists. 13 Great James Street, London, WC1N 3DN Shout! Out Spring / Summer 2019 Page 5 NEWS HIJACKING By Kate Fallis, Broadcast Consultant

At such a competitive time for PR, maximising opportunities for your clients through avenues such as news hijacking is more important than ever. And with digital platforms adding an extra layer to the possible coverage you could secure, there are more opportunities than ever to make this strategy work for your brand or client. It’s a highly effective tactic to get your company noticed. Whilst it often means jumping into action at a moment’s notice, the reward is worth it: mainstream headlines get you noticed and give you credibility. So, what exactly is news hijacking? Put simply, it’s an opportunity to capitalise on the popularity of a news story, resulting in maximum exposure for your brand. When Be relevant there’s a story in your area of expertise, chances are broadcasters will be looking for There’s no point pitching your someone relevant to comment on it, spokesperson for any old story – this providing insight and perspective. won’t be received well and will end up Journalists are generally open to new wasting your time, as well as that of the talent, especially if they can add a different journalists. Instead, make sure you have something relevant, thoughtful and twist or angle to a story which sets their Don’t overdo it coverage apart from other broadcasters. If important to say. Make their credentials you know a story has just broken and you look too good to say no to and only offer a confident speaker who has ideally been have an expert spokesperson it’s virtually Whilst news hijacking is a great tool, media trained. an open goal! you really don’t want to overdo it. If you’re jumping at the chance to comment Work quickly on every single story, this will backfire and broadcasters will be less likely to use Availability is essential to the art of your guest. successful news hijacking. You will need You don’t want to look desperate! effective communication and to be able Choose your topics wisely and only offer to reach the relevant spokesperson comment when there is a clear link. Your quickly and easily. spokesperson will most likely only be one Think ahead and be sure to have a direct part of a larger package, so there’s no mobile contact for any potential need to go over the top and try to spokespeople, as well as a general idea of comment on every element of a story if where they may be in the country. it’s not appropriate. If you want TV and quality radio opportunities it often comes down to Nothing to lose logistics and how quick the spokesperson can get into a studio. At the end of the day, you really do have This information is crucial; there’s no nothing to lose. Do your homework, and point pitching someone to broadcasters if if you’re pitching a relevant spokesperson they can’t get to a studio or do an for a breaking news story, you will more interview. than likely be embraced by broadcasters.

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Shout! Communications' Big Talk Another season, another Shout! Communications' Big Talk with a stellar line up of speakers. We invited BBC Breakfast Editor Adam Bullimore; Head of Specialists at ITV Andrew Dagnell; Editor of BBC Radio 5 Live’s breakfast show Gill Farrington and Deputy Editor at Good Morning Britain, Sally Watson to join our panel.

By Kate Fallis, Broadcast Consultant It struck home Gill’s message that podcasts are so at Shout! Communications important because they allow the station to better connect to the audience. Thisis the same of all niche topics, attracting a wider range of ages to the BBC. "Traditional TV is now more of a companion piece to technology"

Our last speaker was Editor of the UK’s most- watched morning programme, BBC Breakfast. Adam Bullimore believes Breakfast is still king and has a loyal audience of “unique viewers” who tend to only get their news from the BBC. He acknowledged similar themes to our other speakers – that traditional TV is now more of a “companion piece to technology” and social media. Where news programmes used to compete against people walking their dogs or getting their Left to right: Sally Watson, Adam Bullimore, Andrew Dagnell, Gill Farrington. kids ready for school, they’re now working harder The speakers shared several common themes: over the last couple of years. The future is digital, for their attention against technology. That said, gender diversity, attracting younger audiences and ITV is hugely pushing this. ITV sees 100 only 12% of the audience are watching the and the modernisation of news, to name a few. million users across all digital platforms each programme and doing nothing else, so "they are Sally Watson kicked the event off with month – impressive stuff! So, don’t just think TV looking for that material and output which is positivity about the growth of Good Morning when you’re pitching to ITV. If your story doesn’t going to catch the eye and draw them in and make Britain and breakfast audiences in general. work for their TV news bulletins, it could still be them wait that little bit longer before they have to Millions of people tune in to live TV news every welcomed by the online or social teams. leave or do their thing.” morning, and they rely on it to get all the daily "They are looking for that material news headlines before they leave the house. And now, more than ever, stories and debates are and output which is going to fuelled by opinions on social media. catch the eye"

"Much less us telling them news" So, all in all there have been many changes in the world of broadcast over a relatively short amount Many broadcasters rely on Twitter, Facebook of time. Rather than seeing white middle-aged and even Instagram to set the agenda and gauge men based in London on our screens, there is a public opinion on certain issues. Sally explained major drive for gender representation, diverse how people communicating their opinions and voices and audience inclusion. Our Big Talk feelings online makes it “much less us telling Gill Farrington from BBC Radio 5 Live’s speakers are leading forces behind these changes, them news, and increasingly about having that breakfast show highlighted the importance of and it’s opening up new opportunities for PR two-way conversation.” engaging with younger listeners too (generally professionals too. The focus is on giving the Next up was ITV News Head of Specialists people under 45). She stressed the need to take this audiences what they want, and that means keeping Andrew Dagnell. He believes ITV News is doing audience more seriously – after all, they are the up with and adapting to the ever-growing presence just as well as the BBC and Sky. Sure, they have next generation of consumers and in order to social media has on their news consumption. a smaller team and less resources than their safeguard the future of radio that audience needs to competitors, but their journalists are extremely feel wanted. Another way to do this is using dedicated and have a track record for breaking podcasts as an extension of radio broadcasting. stories. Andrew emphasised the need to think Gill used the example of “You, Me and The Big bigger than just TV when pitching stories to ITV, C” which was recorded by the late Rachael Bland, with their online news offering really ramping up Gill’s friend and BBC Radio 5Live colleague, who recently passed away from cancer.

Shout! Communications, Broadcast PR Specialists. 13 Great James Street, London, WC1N 3DN Shout! Out Spring / Summer 2019 Page 7 Including Broadcast PR in a New Business Pitch So, why bother? 4. Who are their spokespeople? Broadcast is often the icing on the PR Note, that’s plural. In an ideal cake. Clients love the glamour and world that will be one for attention of an appearance on television interviews in London and another or radio. And they’re ecstatic about to go to Manchester to how wide reaching the medium is; accommodate BBC Breakfast and most national television and radio news Radio 5 Live. Most PR generated programmes far exceed their stories are broadcast early in the counterparts in print, and a single day, so having more than one appearance can be seen or heard by spokesperson ensures you can millions. accommodate all potential requests. Any obstacles? 5. What’s the budget? Radio days What’s required from the It's worth the effort though – as Leonardo da Sometimes clients are just plain scared tend to be set prices, but TV client? Vinci said: “Once you have tasted flight, you of broadcast! They worry they will campaigns can be more fluid which will forever walk the earth with your eyes turned skyward…" spend lots of money and not get is why we often agree to set a In an ideal world a client will have anything in return. And they can be ceiling. Or consider a mixed budget for a third party petrified of appearing on radio and/or package where you just target spokesperson, a move that takes the Video production television. national radio and TV, for commercial sting out of a story. example. They need to be relevant to the story When it comes to broadcast PR there are four So how can you reassure of course, but might include a main uses for video. them? What you need to know psychologist, academic, expert or about radio days celebrity. Whoever it is needs to be 1. B-roll for television. This is roughly edited footage that illustrates a story, Guarantees and payments by results willing to do interviews from early produced by companies like really help. Most of our radio days Radio days, also known as studio doors and, if possible, make Shout! Communications and given to come with a guarantee of a minimum tours, radio campaigns or radio themselves available for any pre broadcasters free of charge and of 10-12 opportunities. And, if media relations involve back to records the afternoon before too. any copyright issues. commissioned alongside a radio day, back interviews, normally carried We recommend having at least a or, in addition to a small selling-in fee, out from a radio studio, or week to sell-in a story to 2. Online video packages. Short and sweet, we offer TV on a pay on results basis. occasionally via an Outside broadcasters. It can be less but 7 days the interviewees tell the story (rather than a Broadcast on location. Most stories ensures a story can be placed in the reporter’s voice). Used by newspaper result in coverage on regional and national broadcasters weekly diaries; Questions to ask clients websites and portals like Yahoo! national, BBC and commercial BBC regional stations also start radio stations, but some campaigns booking in guests that appeal to them 1. Who are they trying to reach with 3. Video for social media. Even shorter, may be skewed to a particular several days in advance. their campaign? It’s horses for courses shot to allow for sub-titles as so many people audience; for example a story about and stories should be tailored to fit watch videos on the go without sound. different broadcaster’s needs. A good gardening may appeal more to BBC Thinking television regional stations that attract an story for the Heart network, for 4. Corporate videos. Glossy and advertorial, older audience than urban based Influential, wide reaching and high example, probably wouldn’t make on no decent company website should be commercial ones. profile, what’s not to like about BBC Radio 4’s Today programme. without one. television PR? Well, for all its virtues 2. What broadcast outlets are top of Whilst we guarantee 10-12 a TV sell-in can be fraught with their wish list? Client happiness is, of logistical problems and last-minute opportunities for most uncertainty. Our advice is that an The joy about broadcast PR is that course, the ultimate goal. So ask campaigns, typically we you can cherry pick one or all of yourself where would they most like to opportunity is never secure until it the above; you are only limited by get coverage and we’ll make that the achieve more like an has gone out on air! budget and ambition. priority. average of 15 plus, 1-2 of Flexibility and speed is key when it comes to putting your client in the Spoilt for choice? which are likely to be 3. What are their most important best possible position. A Give us a call on 020 7240 7373 three key messages? Sometimes every national. Most radio days spokesperson needs to be able to or email me element of a campaign seems equally are actually mornings, drop everything at the flick of a [email protected] finger; they’ll get up early, stay out important. However, broadcast starting pretty early to late, go to Manchester and then dash interviews are known for their brevity; cover breakfast shows and if you communicate one key message back to London, if that’s what it By Keren Haynes, takes. that’s success, any more is an absolute finishing around lunch Joint Managing Director at marvel. time. Shout! Communications

Shout! Communications, Broadcast PR Specialists. 13 Great James Street, London, WC1N 3DN Shout! Out Spring / Summer 2019 Page 8 Do-your-own radio station Unlimited mentions transmits. You need an OFCOM licence to do this as well as a portable transmitter – these elements As much air-time as you desire and as many brand make this the more expensive option. Alternativly, mentions as you can fit in….just a couple of the you can broadcast online. You don’t need an advantages of launching your own radio station. OFCOM license or a transmitter; instead you need And that’s not as far fetched as it sounds. For a the internet obviously, along with a piece of kit modest budget and a bit of effort any organisation which streams the audio content to the internet. or individual can “own” some of the airways as Listeners go to a webpage to “tune in”. All they Are you using music? part of a dedicated broadcast PR campaign. need is a laptop, a PC or a mobile with an internet Here at Shout! Communications we are doing just connection. Music is another consideration and will add to that to celebrate our 16th Birthday. For one day the budget. You need two further licences for a only, on Friday 12th April, we will be broadcasting Online broadcasting start – a PRS and a PPL. Both will cost you, as Shout! Digital. We hope it will be a stimulating the fees varying depending on how long you’re 9 hours (from 0900-1800) of debate, interviews The main advantage about online broadcasting is broadcasting for. and feature items, primarily about PR in general the audience can be far and wide. For example, you and broadcast PR specifically. To listen head to can listen to a station broadcasting online from our website www.shoutcommunications.co.uk Scotland, in London which is great if you’re aiming How challenging is this? for a dispersed audience. But if you’re aiming your How to transmit content at a more local audience or particular I’d like to claim setting up your own radio community it would be more advantageous to station is really difficult, but, given the right equipment and a little bit of know how, it isn’t. There are two ways of broadcasting: either over broadcast over FM with a RSL. The main factor to bear in mind is quality. FM, probably with a Restricted Service Licence Poor sound, when the audio distorts and (RSL), meaning you can only be heard over crackles, will have your hard-won listeners particular FM frequencies and/or in a specific turning off. So lesson number one: make sure geographical area. This is like any major radio you record any content in a studio, or, if on station you’d have heard of – BBC Radio 1, Talk location, with professional equipment. No one Radio or LBC for example. You can hear it wants to listen to scavenging seagulls anywhere, including a car, where the frequency squawking in the background, as your radio By Sam Munton, Technical Support at Shout! Communications guests try to deliver key messages. Shout! Communications' Spot the Difference

Can you find what's different about these pictures taken outside the Shout! Communications office and radio studio?

Shout! Communications, Broadcast PR Specialists. 13 Great James Street, London, WC1N 3DN