How can incorporating regional news outlets into your broadcast PR strategy yield exceptional nationwide exposure? While national news programs set the agenda, it's the regional outlets that show us how these stories impact our daily lives. When considered together, regional news provides a way to reach audiences across the nation through trusted sources. In this post, we explore the power of regional case studies and production hubs like ITV Shared Content in telling your brand’s story in a way that resonates deeply with viewers.
Here's how you can unlocking nationwide coverage:
The Power of Regional Case Studies
When crafting a campaign, it’s essential to ask, “How does this affect someone like Molly, who lives just down the road?” It’s easy to get caught up in the creative aspects of a campaign and overlook the fact that listeners and viewers are real people looking for news that reflects their daily experiences.
Focusing too heavily on securing national outlets can sometimes lead clients to miss out on valuable coverage. National media may set the agenda, but regional media interprets how these stories impact local communities. Viewing your campaign through a regional lens opens up opportunities that are not only extensive in reach but also meaningful in impact.
Leveraging ITV Shared Content
ITV Shared Content is a prime example of how to tell your story to “Sarah down the road” by identifying stories with national relevance and regional nuances. They achieve this through the power of case studies and local data.
With an audience of around 4 million each night, the ITV Shared team covers 11 key regions, each with a unique local focus. Relatability is at the core of their strategy. The aim is to find people with real-life experiences and give them a platform.
Crafting the Story
Typically, a story is planned over 2 to 3 weeks. The editor focuses on aspects of your story that resonate across regions and sends out briefs to local teams to start gathering interviews.
Our role is to match 11 case studies with the appropriate production teams who will capture content tailored to the brief by a set deadline. Once all interviews are completed, the central team aligns the pieces, and the story is ready to air.
Each region views the same story with their unique regional perspective, airing simultaneously across the nation. Depending on the story's strength, there can even be multiple airings throughout the day.
Making Your Pitch Stand Out
To pitch successfully to ITV Content, your offer needs to be clear and compelling. You need voices that viewers can relate to—a daughter, colleague, friend, partner—and a filming opportunity that tells an authentic narrative. A plain Zoom background won’t suffice. It’s about telling a story that makes viewers feel connected, delivering impactful broadcast coverage.
Bringing Your Campaign to Life
Tapping into regional broadcast media can breathe life into a campaign. If you’d like to explore the opportunities presented by regional case studies and production hubs like ITV Shared Content in greater depth, speak with our team today.
Contact us at The Relations Group to discover how regional media can elevate your PR strategy.