Every effective broadcast campaign begins with more than a message—it starts with a strategy. At Lyons Broadcast PR, we specialize in crafting fully integrated broadcast PR campaigns from the ground up, aligning media tactics with your mission, audience, and timing.
In a crowded media environment, where attention spans are short and credibility is paramount, our strategic approach ensures your message gets seen, heard, and remembered.
Why custom planning matters more than ever
A one-size-fits-all approach to public relations no longer works—especially in broadcast. Media platforms have splintered, audience preferences have shifted, and news cycles evolve by the hour. Lyons Broadcast PR understands that campaigns need to be as unique as the organizations behind them.
We don’t offer pre-packaged solutions. Instead, we start with goals, tailor the format, and build out a plan that’s designed to deliver real media impact.
The five foundational phases of a Lyons Broadcast PR campaign
Before diving into the details, it’s important to understand that each phase is carefully designed to build on the last. This structured approach ensures that campaigns aren’t just tactical one-offs, but comprehensive strategies that move from discovery to execution in a deliberate, results-driven way.
1. Strategic discovery
Every project begins with deep discovery. Lyons partners with Comms teams to identify:
- Primary message objectives
- Target demographics and markets
- Optimal timing windows (seasonal, policy-related, event-driven)
- Spokesperson fit and media readiness
This phase ensures we understand not just what clients want to say—but why, when, and to whom.
2. Channel and format planning
Broadcast PR involves a range of formats: Satellite Media Tours (SMTs), Radio Media Tours, Public Service Announcements (PSAs), podcasts, and more. Lyons develops format recommendations based on each client’s story and goals.
We evaluate:
- Live vs. virtual SMT options
- Podcast vs. radio reach
- TV segments vs. digital interviews
Explore how Lyons advises clients on SMT format selection.
3. Message and creative development
Messaging is more than a script. Lyons works with clients to:
- Develop concise talking points
- Align key messages with audience concerns
- Plan visuals (b-roll, graphics, backdrops)
- Coach spokespeople for on-camera presence
Learn more about how we shape content with message clarity and delivery in mind.
4. Execution and media placement
This is where our production meets our relationships. Lyons manages all logistics, from studio booking to remote tech checks, and leverages our media connections to:
- Secure placements in top-tier and local markets
- Conduct impactful interviews
- Accommodate spokespeople’s availability across zones
We specialize in national and regional reach through formats like SMTs and PSAs.
5. Reporting and repurposing
Post-campaign, Lyons delivers clear performance data:
- Broadcast impressions by outlet
- Interview air checks
- Recommendations for repurposing content across internal, owned, or earned channels
Our focus is on longevity and reach. A single media tour can power a month’s worth of content.
Why Lyons’ approach outperforms the competition
Unlike larger firms that prioritize volume or billable hours, Lyons focuses on fit and follow-through. Here’s how we differentiate:
- Smaller teams, more access: Work directly with strategists, not just account coordinators
- Broadcast-first mindset: Every campaign is designed with broadcast at the core—not tacked on as an afterthought
- Longstanding relationships: We’ve built trust with media outlets over two decades
Learn more with our overview of services.
Sample campaign formats
Here are sample frameworks we help communications teams design and execute. Each campaign type demonstrates how different broadcast tools can be combined strategically to achieve unique objectives:
- Issue advocacy rollout: Live SMT + radio tour + PSA series. This format is ideal for raising awareness quickly around a policy issue, ensuring coverage across both national and regional outlets, and reinforcing key talking points with consistent messaging.
- Public health awareness: Virtual SMT + podcast segment + media b-roll kit. Health initiatives often require rapid distribution and the ability to reach audiences where they are. Pairing virtual SMTs with digital-friendly formats like podcasts and b-roll packages ensures accessibility and repeated exposure.
- Association messaging push: In-studio SMT + short-form video + regional outreach. Associations benefit from credibility and resonance when spokespeople appear live in-studio. Supplementing with short-form digital video and targeted outreach allows messages to cascade across both earned and owned channels.
- Nonprofit campaign activation: Radio media tour + bilingual PSA series. Nonprofits frequently aim to engage diverse communities. Leveraging bilingual PSAs alongside radio outreach broadens cultural resonance and ensures accessibility.
The importance of integration
Broadcast rarely exists in a vacuum. Lyons Broadcast PR designs campaigns with a holistic mindset, ensuring that every broadcast placement also feeds into wider communication objectives. By integrating with other channels, we extend the life of broadcast content and multiply its impact.
We build campaigns to interface with:
- Social media: Clips, reels, and teasers extend broadcast visibility and create touchpoints for digital engagement.
- Internal comms: Repurposed broadcast content for all-hands meetings, leadership briefings, and intranet distribution reinforces organizational alignment.
- Earned media: Broadcast interviews and PSAs can be packaged into press kits, amplified through syndication, and referenced in subsequent news coverage.
- Owned content: Blog posts, newsletters, and websites can host broadcast clips, strengthening thought leadership and SEO visibility.
- Stakeholder outreach: Broadcast appearances serve as proof points that can be shared with donors, partners, or policymakers to demonstrate credibility and reach.
This level of integration ensures your message works in tandem across all channels, maximizing visibility, authority, and return on investment. Campaigns that integrate broadcast with social, earned, and owned media consistently achieve deeper audience resonance and longer-lasting results.
How to get started
Preparing for a broadcast campaign requires foresight and alignment. If your organization is planning for:
- A major announcement
- A legislative or regulatory campaign
- An awareness campaign
- A health initiative or seasonal message
Then it’s time to think broadcast-first. Lyons Broadcast PR helps brands and organizations map the right timing, formats, and distribution strategy to ensure a successful rollout.
Our team will guide you through timeline planning, format selection, media targeting, and message delivery, so your broadcast campaign becomes the foundation of a fully integrated communications effort.
We’re ready to talk to you about your project –reach out today!