Enhancing your industry position as a channel with PR
TV channels and streamers need to now more than ever assess their PR potential strategically to stand out.
Broadcasters, channel groups and PSBs have a view that indies innately don’t have – access and authority across an entire ecosystem. They see development trends, audience behaviour at scale, understand shifting commissioning priorities, have visibility across channels, genres and production models, and are often closest to the policy, regulatory and commercial forces shaping the industry’s future.
Strategically using PR creates outward visibility and dialogue – instigating better channel/producer/government relationships, a more prominent halo effect for being visible for being part of positive change in the industry, a whole lot more well-informed projects developed for UK audiences and international sale.
Historically, much of that channel perspective has remained behind closed doors. Yet at a time when producers are navigating unprecedented market uncertainty, there is enormous value in broadcasters sharing more of their thinking with the wider sector.
Channels and streamers have the potential to go from gatekeeper to door opener if they communicate better with their stakeholders (producers, content creators and indies as well as audiences).
It comes with the potential to be remembered as a true industry advocate for positive change, catalyst for growth, and an ally to the people and production companies that keep the channel spinning.
This does not mean oversharing, revealing confidential commissioning strategies or taking a position on every issue facing the industry. Strategic communications should never come at the expense of good judgement. What it does mean is being more visible, more transparent about priorities and challenges, and more willing to participate in conversations that ultimately affect the health of the production community on which broadcasters themselves depend.
The channels that embrace this approach have an opportunity to become known for far more than the programmes they commission. They can become organisations that are genuinely invested in improving industry conditions, whether that is through greater accessibility, clearer communication, stronger accountability or more meaningful collaboration with the independent sector.
That benefits producers, but it also benefits broadcasters themselves – not just for the halo effect, but by strengthening relationships, building trust and loyalty, and creating an environment in which the best ideas are more likely to come their way. And producers can see you care about more than just picking up their best ideas.
In a market where every major buyer is competing for exceptional creative talent and the next generation of valuable IP, perception matters. Independent producers are no longer simply evaluating who can provide funding or distribution; they are increasingly assessing who understands their ambitions, who is easiest to work with and who demonstrates a genuine commitment to helping the wider sector grow.
The broadcasters that are prepared to step forward and engage more actively in the industry’s ongoing conversation will find themselves better positioned to attract not only audiences, but also the indies and producers that now have a plethora of options when it comes to commissioning and channel partners – particularly when broadcasters increasingly need to work together to co-fund content.
The good news is that this does not require a wholesale reinvention of how broadcasters operate in terms of PR and marketing. In many cases, it is simply about becoming more visible, more present and more intentional in how expertise, values and perspective are shared with the market.
Some of the most effective ways to do this include:
Building a stronger and more consistent presence at key markets, festivals and industry gatherings.
Participating more actively in panels, roundtables and sector-wide discussions, including engagement with policymakers and government bodies such as the DCMS, PACT, RTS etc.
Developing thought leadership programmes that share genuine insight while inviting conversation, proving that openness and strategic discretion can coexist.
Investing more consistently in executive visibility and corporate communications channels, particularly LinkedIn, where much of the industry’s day-to-day conversation now takes place.
Taking a more ambitious approach to trade media engagement, using PR not only to communicate news but also to articulate identity, long-term vision and strategic priorities.
Creating opportunities for direct dialogue with the independent community, helping commissioners and channel leadership become more accessible to the producers they hope to attract, attending events in person, spending time talking to indies.
Sharing market intelligence, audience insights and industry learnings that contribute to a healthier, more informed and ultimately more sustainable production ecosystem.
A meaningful contribution to the future of the industry
Take the opportunity to showcase values and efforts to move important conversations and access along: diversity and inclusion, sustainability, advocacy, training and investment in new talent etc.
The broadcasters that do this well will not simply be seen as platforms or sources of funding. They will be recognised as partners: organisations that contribute meaningfully to the future of the industry while creating the conditions for the best creative talent and ideas to flourish while working with them.
Contact Percy & Warren today
Get in touch with us at Percy & Warren to talk about how to meet international partners, explore global co-pros, and use PR to position your company and content on an international level – no matter the language, format or stage.