BNR 104: How to pitch to commercial versus public media

Sep 7, 2016
Brand Newsroom Marketing Podcast

What’s the difference between pitching a story to a commercial broadcaster and a public one? Today Nic Hayes plays mediator between two experienced broadcasters — one from the publicly-owned ABC (our own James Lush) and the other fresh from a long and distinguished career with commercial station 6PR (Nic’s new team member, John Solvander) — to find out what each medium is looking for, who their audiences are, what they have in common, and what differences marketers need to keep in mind when dealing with each.

Here are some key take-outs:

“It doesn’t mean to say you can’t give credit where credit is due, but you don’t make a big deal of highlighting that this is the person and this is the company. It would stand out and the audience would complain.” — James


“This rule about not mentioning a brand is archaic and redundant. Commercial broadcasters don’t have the same restrictions.” — John


“You just have to be really good when you’re on there. You don’t have to have the best story in the world, but you have to tell it well. It is a performance. For five minutes you have to give it your all to the point where people remember it.” — James


Have you heard the one about…

Recently James, Sarah and Nic took a close look at using humour on social media and trying to go viral.

And here’s a discussion about in-person events and why they are such a successful form of marketing.


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