Cruising with Susan Calman, broadcast opportunities

One of the highlights of working in PR is securing your clients a broadcast opportunity. Getting non-paid TV exposure and reaching a potential audience of millions can lead to an immediate influx of leads and enquiries, a huge spike in brand recognition and short and long-term commercial gains.

Through our experience of securing and hosting production teams – making everything from documentaries to reality TV shows – we’ve picked up some top tips on how to land opportunities and ensure you capitalise on the exposure. And these are particularly timely, as the first of client Riviera Travel’s two-episode run on ‘Cruising with Susan Calman’ airs tonight (January 26).

Here’s our top five considerations: 

1. Timely responses

When you first hear of a broadcast opportunity, it may well be in its infancy, with the production team scouting out businesses of a similar nature to see who would be the most relevant, accommodating and viable to host a TV crew. 

Quick response times with accurate information can make a real difference in securing an opportunity.  The production team may be working to short lead times, and will want to partner with someone who is efficient, transparent and easy to do business with.

If you lose the opportunity to one of your competitors through sloppy response times, you’ll be kicking yourself when it airs.

2. A big party 

The party size may well be bigger than expected. 

Between cast, crew, runners, PAs and everyone else required to create TV magic, the number of people who will need to travel could be big. You’re likely to have to accommodate all attendees. 

And keep in mind it’s helpful to have at least one host with the film crew, so you need to account for your in-house resource too.

Believe it or not, we’ve had first-hand experience of 100+ people needed onsite to produce a single episode.

3. Background branding

Broadcast opportunities are relatively rare, so you should take the opportunity to ensure any incidental branding in the background is as visible as possible. Think name badges, coasters, signage, uniforms and more. It’s also vital that any logos that do make it in shot are up-to-date; no one wants to see old branding being aired to huge audiences.

Just be mindful the production company need to consider any ‘undue prominence’ – so the finished product won’t look like a television advert.

4. Surrounding PR

There will be specific parameters which will need to be met regarding when and how you can let people know the brand is being featured. Once you’ve consulted with the production team, make sure you’re shouting about it to both existing and new audiences. This is a fantastic opportunity to showcase your product on the small screen, so let as many people know about it as possible.  Send press releases, get it on your socials, host screening events, update any travel agent partners. Simply put – get the message out there.

5. Always on 

In the TV production world, the majority of the team are contracted for the specific project. Once a show has been produced, they frequently move around before finding a new gig. It’s imperative to maintain good relationships with your contacts at all times – you never know what future opportunities they may bring your way.

PR42 can help with broadcast opportunities and act as a liaison point between you and the production company. For more information contact us here.