In an era where digital channels dominate public relations (PR) strategies, broadcast media often gets overlooked. However, as brands fight for visibility amid crowded online spaces, broadcast-first strategies are delivering results that digital-only campaigns struggle to match.
With Lyons’s expertise in Satellite Media Tours (SMTs), Radio Media Tours and Public Service Announcements (PSAs), and live broadcast placements, this article explores why broadcast-first isn’t old-school—it’s future-ready.
The unique impact of broadcast PR
Trust and authority of broadcast media
Broadcast TV and radio hold a unique power. According to Nielsen, traditional broadcast media continues to rank among the most trusted news sources for U.S. audiences.
Viewers equate interviews and media appearances with credibility and expertise. This trust translates into deeper engagement and more favorable brand perception. Unlike sponsored social posts or banner ads, broadcast content typically appears in editorial or earned segments, adding legitimacy to your message.
Broadcast interviews often spark online search activity and organic engagement. When audiences see a familiar spokesperson on their local news or a trusted expert during a national segment, they are more likely to seek additional information or share that content through their own social media channels.
This halo effect adds longevity and cross-platform amplification that digital campaigns alone rarely achieve.
The reach of local and national broadcasts
National networks and syndicated TV segments can deliver millions of impressions. But the power of broadcast lies in regional relevance.
Lyons Broadcast PR leverages in-studio, on-location, and virtual SMTs to secure placement on both local news outlets and national broadcasts. This dual approach amplifies reach while allowing for geographic targeting. For clients aiming to influence specific markets—whether promoting a local health initiative or announcing regional changes—broadcast offers unparalleled precision.
The case for a broadcast-first approach
Integrated visibility: Broadcast as the anchor
When you lead with broadcast, you create a content engine.
A successful SMT can be repurposed into:
- Social media clips
- Blog content
- Internal communications
- Stakeholder briefings
Lyons Broadcast PR helps clients maximize ROI by turning a single broadcast appearance into a week’s worth of omnichannel content. This integrated approach ensures consistency and expands reach beyond the airwaves.
Broadcast provides visual and verbal assets that can be sliced and redistributed. For example, a 30-second soundbite from a morning show interview can become an X teaser, a LinkedIn post, or a b-roll insert for future campaigns.
Hybrid campaign example: Broadcast → social → web
Consider a public health client launching a vaccination awareness campaign.
Lyons begins with a Satellite Media Tour targeting morning news segments nationwide. Next, soundbites are edited into:
- Instagram Reels
- TikTok posts
Meanwhile, a behind-the-scenes video becomes a blog feature on the organization’s website. Broadcast doesn’t just lead—it feeds the campaign ecosystem.
Broadcast-first doesn’t mean broadcast-only—it means starting strong with high-trust media.
How Lyons executes broadcast-first strategies
Customized media plans
Every Lyons campaign starts with strategic planning. We identify:
- The right story
- Optimal targets
- Ideal spokespeople
The goal? Maximum impact through targeted distribution.
Proven placement in top markets
From New York to Los Angeles and Miami to San Francisco, Lyons has secured placements in virtually every top media market.
Explore our Satellite Media Tour services to see how we connect clients with key audiences.
Strategic storytelling and visual planning
We don’t just book interviews—we craft compelling stories that work on camera.
- Message framing
- Wardrobe and setting
- Visual supplements like b-roll or branded graphics
We guide spokespeople through media training sessions to ensure clarity, confidence, and cohesion across interviews. This extra step is key to delivering polished, memorable appearances.
Data-driven targeting and reporting
Using audience insights and historical performance, we select optimal time slots and geographic placements.
Our post-campaign reporting includes:
- Impressions by market
- Interview air checks
- Repurposing suggestions for long-tail value
We help clients understand not just where their message aired, but how it performed and how to extend its lifespan.
Key takeaways for Comms teams
When and how to go broadcast-first
If your campaign demands credibility, national or regional reach, or visual storytelling, broadcast should lead.
Ideal scenarios for a broadcast-first strategy:
- Health initiatives
- Federal announcements
- Product launches
- Association advocacy
- Emergency communications
- Consumer Education
Checklist: Is your strategy broadcast-ready?
Ask these questions:
- Is your message clear and able to effectively communicate in 3-to-5 minutes?
- Do you need to reach specific regions or demographics?
- Can your spokesperson deliver effectively on-camera?
- Are you looking to maximize reach?
If you answered “yes” to most, your campaign may benefit from a broadcast-first approach.
Ready to build a broadcast-first campaign that resonates?
Visit our Broadcast PR Services to learn how Lyons Broadcast PR can help you craft an impactful strategy.