The Enduring Significance of Broadcast Media: Why TV and Radio Remain Essential for PR Professionals

In today’s digital age, where streaming platforms and online media dominate the landscape, it’s essential not to overlook traditional broadcast media’s enduring relevance and significance, such as television and radio. Despite the massive increase of new channels, these time-honored mediums continue to exert substantial influence, reaching extensive audiences and providing distinct advantages that make them indispensable for public relations professionals looking to engage effectively with their target audience.

Television, with its visual storytelling capabilities and wide viewership, remains a powerful tool for conveying messages to a mass audience. The captivating nature of television programming attracts viewers, allowing PR pros to deliver impactful narratives and brand stories that resonate. Television’s widespread appeal ensures that even in today’s on-the-go digital era, it remains a crucial channel to capture the attention of a broad demographic.

Radio can accompany listeners throughout their day while offering a unique and intimate connection that doesn’t require a visual reference. The accessibility and portability of radio make it a constant companion for people on the go, enabling PR professionals to effectively target messages during commutes, work hours, or leisure activities. By leveraging radio’s engaging audio format, PR can create memorable experiences through compelling interviews, entertaining segments, and carefully crafted brand messaging.

Mass reach is still there

One of the key strengths of broadcast media is its unparalleled ability to reach a large and diverse audience. Television and radio stations continue to be a primary source of news, entertainment, and information for millions of people worldwide.

Despite the growing popularity of streaming services, cable and broadcast television still dominate TV viewing time in the US, comprising 53% of the overall viewership as of May 2023, as depicted in the chart below.

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While the internet and social media have certainly expanded access to content, broadcast media maintains a broader demographic coverage that digital platforms often struggle to replicate.

The Pew Research Center conducted a survey and found that 44% of adults prefer to get their news from TV, while 34% prefer the web, 14% prefer radio, and 7% favor print. Since 2016, there has been a slight increase in online news consumption and a slight decrease in print news consumption. Older individuals, particularly those over 50, are more likely to rely on television for news rather than the internet.

The numbers for radio are impressive! According to Nielsen Reports, 93% of American adults listen to radio programs and other audio mediums at some point during the month. Musical Pursuits reported that most terrestrial radio listeners choose to get their news, music, and entertainment through radio instead of social media.

In fact, 293 million Americans listen to the radio, while there are 180 million Facebook users, according to Musical Pursuits. Listening to broadcast radio reaches 87% of Generation Z individuals every month and has a wide reach across all demographics.

PR professionals understand the importance of reaching a wide range of audiences. By utilizing broadcast media, they can connect with people who may not be actively seeking information online or who belong to demographic groups less engaged with digital platforms. Engaging a mass audience through broadcast media is invaluable for publicizing major events, launching products, and shaping public perception.

The credibility and authority factors

Broadcast media has traditionally been perceived as a reliable source of information. Established television and radio networks often have a long-standing reputation for journalistic integrity and editorial standards in an age where trust doesn’t come easy versus their digital media competitors.

People still consider news programs and radio shows as more trusted sources, which helps establish credibility for organizations featured in these mediums. PR professionals recognize the importance of building and maintaining a positive reputation.

By securing coverage on reputable broadcast media outlets, they can leverage the inherent trust and authority associated with these platforms. A well-placed interview or news segment on television or radio can significantly enhance an organization’s credibility and help shape public opinion.

Storytelling potential for PR pros

Broadcast media also offers a unique advantage in terms of its ability to create emotional impact and deliver compelling stories. Television and radio enable a combination of visual and audio elements that captivate audiences in a way that other mediums cannot replicate. Broadcast media can elicit powerful emotions through images, sounds, and human voices, making stories more memorable and resonant.

For PR professionals, this emotional impact and storytelling potential are invaluable tools. By leveraging the power of broadcast media, they can engage audiences on a deeper level, evoke empathy, and convey the essence of their brand or message. This emotional connection helps to build stronger relationships with the public and enhances the overall effectiveness of PR campaigns.

Related read: The Power of Great Storytelling and Why it’s Crucial to PR Pros

Local relevance and community engagement benefits

Broadcast media, particularly local television and radio stations, maintain a strong connection to their communities. They offer a platform for local news, events, and discussions that directly impact the lives of individuals within specific regions. This local relevance creates opportunities for PR professionals to engage with targeted audiences and establish meaningful connections at a grassroots level. Not to mention that pitching local stations may be a bit easier and could result in a longer segment, which increases the chances that the story gets picked up by regional syndicates.

Radio listening provides a hyper-local experience, allowing PR professionals to effectively target their messaging, relay brand messages or communicate other important information.

“There’s really something for everyone on the radio and from a public relations point of view as a PR practitioner everyone should have radio in their communications toolbox. If you don’t, you’re leaving audience on the table,” says Tammy Lemley, NAN Radio vice president of Business Development.

For organizations seeking to promote community involvement, sponsorships, or social responsibility initiatives, broadcast media provides a direct avenue for local engagement. By participating in interviews, talk shows, or news features on television or radio, PR professionals can showcase their organization’s commitment to the community and forge connections that go beyond digital interactions.

Complementary role with digital media

While digital media has become increasingly dominant, broadcast media should not be seen as a rival but as a complementary force. Broadcast media can enhance and amplify digital PR efforts by providing a bridge to a wider audience. Television and radio coverage can drive online traffic, boost social media engagement, and generate valuable word-of-mouth conversations.

Broadcast media can complement digital media in several ways:

• Broader Reach: Broadcast media, such as television and radio, often have a wider audience reach than digital media platforms. By combining broadcast and digital media, organizations can expand their reach and ensure their message reaches a larger and more diverse audience.
• Enhanced Engagement: While digital media allows for interactive and personalized experiences, broadcast media can enhance engagement through immersive storytelling, captivating visuals, and powerful audio. Incorporating broadcast media into a digital campaign can create a more impactful and memorable experience for the audience.
• Multi-Channel Integration: Broadcasting content across multiple channels, including both traditional and digital media, creates a synergistic effect. For example, a television or radio advertisement can be amplified through social media platforms, driving further engagement and expanding the campaign’s reach. This integration allows for a cohesive and integrated brand experience across various media channels.

Why broadcast media monitoring is essential for PR pros

Media monitoring is essential for PR professionals in today’s dynamic and fast-paced media landscape. It involves systematically tracking, analyzing, and interpreting media coverage to gain valuable insights into public perception, industry trends, and the effectiveness of PR campaigns. By leveraging media monitoring tools and techniques, PR pros can stay ahead of media trends, make informed decisions, and effectively shape public perception in an ever-evolving media landscape.

In today’s media landscape, television’s influence cannot be ignored by brands, businesses, and nonprofits. PR teams must prioritize TV news monitoring to develop effective pitching, placement strategies, and media measurement. Neglecting broadcast monitoring can lead to missed opportunities, inadequate client service, and even potential PR crises.

It is crucial for organizations to strategically monitor television news to drive actionable outcomes, including monitoring brand mentions, product news, competitor information, and other industry-related issues.

Related read: What is Media Monitoring — and Why it Matters

Conclusion

Despite the rise of digital media, broadcast media in the form of television and radio remains a vital component of the PR professional’s toolkit. Its mass reach, credibility, emotional impact, local relevance, and complementary role with digital media make it indispensable for effectively disseminating messages, building relationships, and shaping public opinion.

PR professionals who understand and harness the enduring significance of broadcast media are better equipped to navigate the media landscape and achieve their communication objectives.

Burrelles monitoring and analytics allow you to track your organization and your competitors in real-time from all media – print, online, broadcast, and social. Contact us here for more information and to discuss your specific needs.