Alongside the day-to-day business of working in PR – whether we’re crafting press releases, responding to media enquiries or managing events – come the less routine projects. These are the long-lead, high-impact opportunities that demand months of planning, coordination and patience.

The payoff comes not in tomorrow’s headlines, but much further down the line. A classic example? Broadcast – and what it takes to turn a great idea into prime-time reality.

At PR42, our strong relationships across the broadcast world mean we’re well placed to act when the right opportunity arises. Recently, our client Celestyal appeared on Cruising with Susan Calman on Channel 5, and Holland America Line is set to star in an upcoming eight-part Channel 4 series focused exclusively on life onboard and ashore.

Projects like these have taught us a lot. Here are our top tips for making waves on the small screen:

1. Prepare, then prepare again

With any high-stakes project, preparation is everything. But for broadcast, it goes far beyond logistics. A watertight location agreement (read: contract) that clearly sets out the scope, expectations and limitations is essential. With multiple stakeholders involved, alignment upfront avoids confusion – and last-minute surprises.

2. Be honest

Don’t overpromise. It’s tempting to say yes to every request, but transparency from the outset builds trust – and protects the final product. Be clear about what’s feasible, and where possible, appoint an on-site host to help guide the crew and manage the process in real time. It pays off in the edit.

3. Stay flexible

While structure is essential, creativity thrives on flexibility. Narratives evolve. Filming runs over. The voiceover might be changed late in the process. The best outcomes happen when you can accommodate evolving ideas without compromising your brand’s integrity. Be the solution, not the roadblock.

4. Yes – you can ask to watch the show in advance

And in our experience, you will often get the opportunity to do so. This is generally your chance to correct factual errors rather than anything else, and is also the ideal prep for readying communications and priming your team for the spotlight.

5. Think beyond the broadcast

The episode may air once, but the impact can last much longer. Plan ahead to repurpose the content: social media clips, press follow-ups, onboard video reels or trade promotions. With the right prep, one broadcast moment can fuel your marketing mix for months.

TV exposure can be a powerful brand builder when handled with smart planning, open dialogue and creative adaptability. Get it right, and your story will come to life for millions of viewers.

Please contact us if we can help bring your brand to the small screen.