What Makes a Story Broadcast-Worthy in 2025?
A brilliant event diving into what makes stories truly broadcast-worthy — with open, honest insights straight from those who decide what makes it on air.
Here’s what we learned 👇
Broadcast Still Starts With the Story
Producers are looking for real people with genuine experiences. Human-interest stories – told with authenticity and emotion – connect far better than heavily branded messaging. Trust and relatability are what make people tune in.
Make It Relevant, Make It Targeted
The fastest way to lose a producer’s attention? A blanket email. The best PRs do their homework — tailoring pitches to the show, the presenter, and the audience. If you can say why your story fits this station, this week, you’re already ahead.
Yes, Pick Up the Phone
Email first, but don’t be afraid to follow up with a quick call — especially if it’s timely or strong. A personal touch still cuts through the inbox noise. (Just not during live broadcast hours!)
Right Spokesperson, Right Fit
Celebrity doesn’t always mean coverage. Authenticity matters more than fame. Producers and listeners can spot an unconvincing ambassador instantly — especially if they don’t have a genuine link to the story.
Think Multi-Platform from the Start
Broadcast now means radio, TV, podcasts, video clips, and social content. When pitching, think visually and audibly — have case studies, soundbites, and short-form assets ready to bring your story to life across every channel.
Keep It Clear, Keep It Human
Avoid jargon and overcomplication. Producers have seconds to grasp your story — so make your subject line and first line count. If it reads like a press release, it probably won’t land.
Relationships Build Results
Strong media relationships still matter most. Be realistic, deliver what you promise, and respect producers’ time. Consistency and credibility turn a “one-off pitch” into a trusted partnership.
Timing Is Everything
Stories tied to what people are already talking about — seasonal moments, national trends, cultural touchpoints — perform best. Broadcast thrives on relevance.
It was a brilliant reminder that while platforms and formats keep evolving, the fundamentals of broadcast storytelling stay the same: clarity, humanity and timing.
Thanks to everyone who joined us — and to our expert panel for such sharp, honest insight into how to make stories sing on air.
We've Grown Our Creative Department
72Point has grown its creative department, with the hires of Creative Director Sam Brown, Senior Account Manager Rob Etheridge, and Campaigns Director Katie Earlam.
Brown brings a wealth of brand experience having worked as a freelance Creative Director at leading consumer agencies. She joins the team to drive brand work, working across FMCG and consumer lifestyle sectors and has worked with household names such as Selfridges, British Fashion Council and Lidl.
Etheridge joins 72Point from Ogilvy UK. Notable previous client experience includes Ford, LEGO, Nissan, Formula 1, and Bosch, and he has a wide range of B2C comms experience. Etheridge joins to elevate client relations and to manage 72Point’s growing portfolio of clients.
Katie Earlam has been appointed Campaigns Director and has significant media experience having held roles as a News Reporter and TV Columnist at The Sun and Interviews Producer at Sky News. Earlam also holds agency experience, joining from Goldbug Brand & Communications, with previous clients including Martin Lewis, IKEA and Internet Matters.
Chris Pharo, Managing Director said: “I’m thrilled to welcome Sam, Katie and Rob at an exciting time for the business. They each bring an abundance of knowledge and experience to the team, which will be invaluable as 72Point deliver campaigns that engage consumers and land widespread coverage in the national media.”
WE'RE HIRING - CAMPAIGN DIRECTOR
72Point was the fastest rising agency in the PRWeek Top 150 2021 - we are now hiring a whole new department to bring new levels of creative thinking to the business.
As Campaigns Director, you will own the creative process and roll out of work for hundreds of stellar projects a year - from brief to coverage and evaluation.
- You will be responsible for a trio of brand-new recruits, and will work with the established 72Point team, to articulate crisp, visually captivating PR campaigns for household names in the FMCG, consumer, health and beauty sectors.
- You'll be confident and hands-on in pitching, as well as being commercially astute.
- Reporting to the Creative Director, you'll lead your team and workstream, as well as deputise where needed.
- As a senior in the team, you will be given the freedom and scope to spread your wings.
- Leverage your experiences as a creative and commercially driven PR.
- 8-10+ years agency experience - a trophy cabinet full of accolades is a bonus.
- A consumer generalist able to find the right insights to deliver standout work.
- Putting together decks and pitching to clients will be second nature.
- Culturally tuned in.
- Thorough understanding in the role social media plays in the PR mix.
- Energised and inspiring.
Please send CV's through to: campaigndirector@72point.com
Watch this space: the meteoric rise of video content
“Got video with that?”
It’s a question that’s put “at least once an hour, every day” to the picture desk at SWNS, the UK’s biggest independent press agency.
It comes from decision-makers at some of the country’s busiest web sites.
If we do, and it’s media that’s been produced in conjunction with our PR clients – punchy, around 90 seconds and not over-branded – there’s a fair chance it will appear online in support of their story.
If not, well then the publisher will simply go away and find something else that fits – generic material at best, or at worst, media supplied previously from a rival in the same industry.
Message muddled. Control gone.
It seems absurd to commit time and resources to a PR project – let’s say a survey – build a story around it and prepare to distribute it on a given day only to sit back and watch in dismay as the message become diluted as busy news gatekeepers add off-brand pictures and videos to fill the void you left.
Content editors don’t care about keeping things on-message for you. They’ve got ever-increasing reams of space to fill, and their aim is to keep visitors engaged on their site for as long as possible. If you haven’t supplied a video to complement your story, they’ll simply assign someone else to find material that fits.
Data from TNS Global last year showed that 79% of UK consumers who go online at least once a week watch digital videos. The figure is 78% in the US and even higher elsewhere – 84% in Canada and 89% in China.
Syndacast’s Video Marketing Statistics & Trends 2015 report predicts that by 2017, 74% of ALL internet traffic will be video.
It doesn’t need to be a magnum opus with Hollywood-style production values. A simple vox pop will suffice, so long as it’s relevant, entertaining and not overly branded. Below are a few recent examples which have kept everyone happy – you (the client) and, just as importantly, the content editors. You’ll notice that the branding is kept to a minimum, as a logo burst at the end of the vid.
How patient are you? Our video for Interparcel was part of a larger integrated campaign, and can be seen here on the news section of the MailOnline.
What is your morning routine? Our vox pop video for Simon Jersey seen here featured on the MailOnline.
ASDA’s ‘pocket tap’ story and video as published on the Mirror and Yahoo. View further media coverage here.
Like to know more about our own video, content and media distribution services? Email the team at hello@72point.com
All I Want for Christmas
Well, it’s that time of year again – the days are getting shorter, flip flops are being replaced by boots and some shops have started to put their Christmas cards on display.
But while everyone else mourns the end of summer, for the world of PR, this means the start of a flurry of Christmas-themed activity.
It’s a time of year when brands selling everything from toys and food to gadgets and clothes are desperate for coverage.
We have already brainstormed several Christmas briefs, and at least one festive survey has been written ready for some December coverage.
I’m sure this is only the first of many to come in over the next few of weeks.
However, while Christmas is a huge event in the PR world, to newspapers, it’s not a such a big deal.
Although the papers do sometimes get into the spirit of it, they know it’s a time when they are going to be inundated with stories about the festive period – some from brands with an obvious and fitting link to the occasion, but others less so.
All this means is fed-up news editors reading Christmas story after Christmas story, feeling less festive as the day goes on and as a result, probably giving the story less coverage than we were hoping for.
PR as an industry is obsessed with a calendar of ‘key’ dates – Valentine’s Day, Mother’s Day, Easter, Father’s Day, the summer holidays, back to school, the clocks changing, Halloween, Christmas – the list is endless.
while Christmas is a huge event in the PR world, to newspapers, it’s not a such a big deal
But rather than leading to some great coverage, the reality is that your ‘brilliantly timed’ story about said calendar date ends up just one of many similarly themed releases landing on the news desk that day.
The papers are only ever going to run one, or if you’re lucky, two stories around the same theme each day, so the competition for space around these key events is huge.
And at Christmas, although there may be more space dedicated to the day, the most the papers are going to run is one page of festive stories – or perhaps two in the days immediately before the big day.
Coupled with the usual battle survey-based or PR led stories face day-to-day, there are likely to be quite a few disappointed brands this December.
So why do it? Why spend hours working on getting the story perfect, when there are probably hundreds of other PRs working on pretty much the exact same story.
Our advice is simple. By all means, send out a story to get your toy client that much-needed coverage as the present buying rush begins – but try and avoid anything which talks specifically about buying toys at Christmas.
Broaden it out as much as possible – instead of present buying for children, do something based generally on parenting, youngsters or families.
And instead of a Father’s Day story looking at the gifts unlucky dads always get landed with, do something which simply talks about dads.
Doing something which would fit on a page at any other time of the year, rather than only on a certain day, will give it much more chance of being picked up and landing on a page.
Try and avoid anything which talks specifically about buying toys at Christmas.
Not only will it face less competition for those valued column inches, but it will probably be the only release a journalist has seen that day which isn’t piggy-backing onto a ‘key date’.
Hopefully this means your story will be the one which gets coverage at a very competitive time of the year.
Video content is having its day in the sun.
Video is the media type of the moment. Five years ago your average online news article would consist of text and images, but pay a visit to the Mail Online today, the world’s leading online newspaper, and you will see we have moved on considerably from then.
It is a response to our insatiable appetite for video content. Apps like Meerkat and Periscope are bringing us the ability to broadcast our lives, er, live, to the voyeuristic joy of intrigued strangers. Vine, Snapchat and Instagram give us bitesize video updates from our friends, while most smartphones and tablets are capable of streaming HD video, meaning there’s rarely a reason not to give a video a click.
And what better way to digest information. At the heart of any content marketing strategy is a key message that the content seeks to deliver to its audience, and the right video is more effective at delivering this message than any text or image-based medium. We are lazy beasts after all, and being fed our information through a video stream is much easier than having to deduce our own meaning from pesky words.
For brands, the future of marketing to an online audience will be video-based. Flexible, sharable and engaging, the power of video hasn’t gone unnoticed by Twitter. Their new Promoted Video service (aka native video) has been in beta testing since August 2014 and promises a fast, slick way to promote your video content on the social network.
Previously, promoting video on Twitter required a link to an external site where the video was hosted, such as Youtube or Vimeo, eating into your precious 140 characters and requiring an additional click or tap from the viewer. In an age of shortening attention spans and information overload, an extra click can mean the difference between a solid engagement or a more nebulous ‘impression’. With native video your content is hosted directly within your Twitter newsfeed and is available to be viewed by your audience with a single click/tap.
What is most appealing about this from a digital marketer’s perspective is the analytics this will offer. The new video analytics will be featured within Twitter Ads (alongside the usual metrics and measurements) and will track views, video percentage completion and other data breakdowns. This keeps your entire Twitter campaign all in one place without having to delve into analytics from an external site. This allows for deeper insight and easier reporting, which will help to clearly demonstrate the value of producing video content.
Vacancy - Team Administrator
We're seeking a part-time Administrator to join our fun and busy team at our Media Centre in Filton, Bristol.
Closing date for receipt of applications: Friday 3rd December
Reporting to: Directors of News Generation
Role: Team Administrator (Part-Time)
Hours & Days: 25 hours per week, 1-5:30pm Tuesday and Wednesday, 9-5:30pm Thursday and Friday with half an hour lunch.
Start Date: ASAP
Who are we? 72Point Ltd is the best kept secret in the PR industry. We generate, produce and deliver survey-based news stories, in addition to visual content such as infographics, interactive quizzes and videos to the national press for Britain’s biggest PR companies and their clients, as well as end users.
Why are we recruiting for this position? We're now expanding our team and looking for the right candidate to join our vibrant crew in the Company’s Bristol office.
What are we looking for in a successful candidate? We are looking for someone who is highly efficient, organised and accurate in their work, along with bags of initiative and is very resilient. We're a small, close-knit team and need an enthusiastic and confident communicator to join us.
Main Duties and Responsibilities:
- Organising and preparing daily creative brainstorm sessions
- Monitoring, managing and updating the team database
- Logging ideas, proposals and past brainstorm lists
- Keeping track of the number of ideas and proposals each team member sends
- Logging all coverage secured
- Keeping the team managers’ diaries synced
- Compiling stats for management
- Managing project trackers / various shared spreadsheets for the wider team
- General office admin and any other ad hoc duties needed for the teams
Experience & Skills:
We are looking for someone who has:
- At least 1-2 years proven administration experience
- Very effective communication skill – both verbal and written
- Excellent written skills - good grammar, spelling, proof reading and punctuation
- Ability to learn quickly but not afraid to ask questions
- Used a Content Management System
Also, that they are:
- Confident in Microsoft Office and OneDrive
- Experience using Teams
- Confident, energetic, not afraid to speak up and happy to organise ‘creative’ people who are constantly working to tight deadlines.
- Able to constantly juggle and reprioritise workloads.
Applications to be sent to: Jessica.buck@72point.com
VACANCY: SENIOR CREATIVE ACCOUNT MANAGER - PERMANENT
FULL TIME – BRISTOL OR LONDON BASED
Who we are:
72Point is the market-leader in content creation.
We generate, produce and deliver top quality news stories, pictures, videos, visual puzzles and animated infographics to the national news media and beyond.
Our client list includes a string of huge global brands, as well as some of the biggest names on PR Week’s Top 150.
We land coverage every day in print, online and social platforms.
The role will involve overseeing projects for clients from the idea stage to the subsequent issue to the national news media.
The successful candidate will join brainstorms, talk clients through ideas, write up ideas, compile survey questions, write tight, engaging news copy and attend meetings with sales staff from time to time.
They will also liaise with the digital, design and social teams to ensure projects run seamlessly.
Who we need:
We require a senior creative account manager to join our busy team.
The successful candidate will have their finger on the pulse of popular culture and the current news agenda in social, national and international news as well as TV and radio.
They will be confident, organised, efficient and meticulous.
They will also be brimming with great ideas and have the ability to juggle projects while dipping in and out of emails and taking and making calls.
The ideal candidate will have at least 3 years’ experience in PR, and will thrive in a fast-paced, demanding environment.
They will quite possibly be currently working for a PR agency or a busy internal PR department.
72Point is a great place to work; our offices are positive, vibrant and energetic and full of brilliantly creative people who all contribute to making 72Point a phenomenal ideas factory. And during this unprecedented time we are offering a flexible approach to working.
So if you fancy swapping your current role for a key position at a fun, fast moving and unique company, get in touch.
Please include your salary expectations within your covering letter.
Contact email: emma.elsworthy@72point.com
Vacancy: Senior Creative Account Manager - Maternity cover
Employer: 72Point Ltd
Title: Senior Creative Account Manager
Employment type: Full time maternity cover
Start date: January/February 2023
Location: Bristol
Who we are:
72Point is the market-leader in content creation.
We generate, produce and deliver top quality news stories, pictures, videos, visual puzzles and animated infographics to the national news media and beyond.
Our client list includes a string of huge global brands, as well as some of the biggest names on PR Week’s Top 150.
We land coverage every day in print, online and via social platforms.
We are part of the SWNS Media group. SWNS proudly brings the heartbeat of Britain to life for our biggest news brands. Every day, hundreds of our stories, images and videos are published and broadcast across the national media.
SWNS content spans breaking news, court cases, amazing human interest stories, consumer issues, health studies, scientific breakthroughs, opinion polls, and stunning imagery and viral videos.
We distribute to the biggest news publishers in the world – from the Sun, Mirror and Daily Mail to the Times, Telegraph and New York Post.
Who we’re looking for:
We're after a senior creative account manager to join our team in Bristol as maternity leave cover – who will have at least 3 years’ experience working in a PR agency.
You will be ambitious, super-keen and a fast learner, and able to hit the ground running.
You must have a keen interest in popular news content across digital, social and print platforms, a fascination with how the industry works and a hunger to soak it up.
A minimum of an A Level in English and / or Media Studies is desirable.
You must also be calm under the pressure of tight deadlines, brilliant at juggling multiple pieces of work, and be able to build a rapport with our clients with your friendly and warm telephone and email communications.
The role:
Based at our Bristol HQ, the role will involve overseeing projects for clients from the idea stage to the subsequent issue to the national news media.
The successful candidate will generate strong creative concepts, contribute to brainstorms, pitch to clients, write up ideas, compile survey questions, write tight, engaging news copy and attend meetings / calls regularly.
They will also liaise with the digital, video, design and social teams to ensure projects run seamlessly.
This role will give you a unique understanding of all parts of our business and the wider news and PR industry.
The successful candidate will have the flexibility of working from home once a period of training has been concluded. However, all staff are currently required to work from the office for a minimum of two days per week.
All applicants will ideally have:
3 years working in a PR agency
A qualification in English A Level / be able to demonstrate excellent written skills
Be confident and personable with the ability to quickly strike a rapport with people, both in person and on the phone
Have an understanding of, and interest in, how news stories are presented in the digital environment
Benefits:
SWNS has a generous and growing list of employee benefits, including:
- 25 days annual holiday plus eight Bank Holidays
- Company pension scheme with employer contribution
- Hybrid working policy
- Enhanced maternity and paternity packages
- Life assurance scheme
- Shopping discount scheme, tech benefit scheme
- Gym membership discount, Cycle to Work
- Savings on childcare
Please apply to adminnewsgen@72point.com with a CV and cover letter.
VACANCY: SENIOR CREATIVE ACCOUNT MANAGER – MATERNITY COVER
FULL TIME – BRISTOL OR LONDON BASED
Who we are:
72Point is the market-leader in content creation.
We generate, produce and deliver top quality news stories, pictures, videos, visual puzzles and animated infographics to the national news media and beyond.
Our client list includes a string of huge global brands, as well as some of the biggest names on PR Week’s Top 150.
We land coverage every day in print, online and social platforms.
The role will involve overseeing projects for clients from the idea stage to the subsequent issue to the national news media.
The successful candidate will join brainstorms, talk clients through ideas, write up ideas, compile survey questions, write tight, engaging news copy and attend meetings with sales staff from time to time.
They will also liaise with the digital, design and social teams to ensure projects run seamlessly.
Who we need:
We require maternity cover for one of our senior creative account managers, starting as soon as possible to ensure there is a training period before our current manager takes leave.
The successful candidate will have their finger on the pulse of popular culture and the current news agenda in social, national and international news as well as TV and radio.
They will be confident, organised, efficient and meticulous.
They will also be brimming with great ideas and have the ability to juggle projects while dipping in and out of emails and taking and making calls.
The ideal candidate will have at least 3 years’ experience in PR or journalism, and will thrive in a fast-paced, demanding environment.
They will quite possibly be currently working for a PR agency looking to take a step up to the next level, or could even be on a local or national news publication looking for a move to the ‘dark side’.
72Point is a great place to work; our offices are positive, vibrant and energetic and full of brilliantly creative people who all contribute to making 72Point a phenomenal ideas factory. And during this unprecedented time we are offering a flexible approach to working.
So if you fancy swapping your current role for a key position at a fun, fast moving and unique company, get in touch.
Please include your salary expectations within your covering letter.
Contact email: emma.elsworthy@72point.com