Broadcast comms figure launches agency BF Media

Former Good Broadcast senior business consultant Safi Zisman wants the new comms agency to do things differently and aims to tackle inequality in the industry.

Safi Zisman has launched BF Media
Safi Zisman has launched BF Media

BF Media will provide strategy, communications and PR services with a focus on broadcast media.

Safi Zisman has 10 years' experience in broadcast and traditional PR. He was a senior business consultant at Good Relations' broadcast arm, and previously worked at Markettiers4dc and Pitch Marketing Group.

“Broadcast should always come first when devising your communications strategy. If you can make your story work on TV or radio, the rest of the media will follow. The opposite isn't true,” he said.

“With more people staying home for work than ever before, the broadcast industry has seen a spike in audience numbers, with some networks seeing a rise of almost 20 per cent. This means broadcast is undoubtedly the most cost-effective yet high-impact way you can reach your intended audiences.”

Zisman said he will prioritise recruiting talent from diverse social and cultural backgrounds, and commit to working with at least one client on a pro bono basis.

“BF Media was born out of a desire to do things differently and to make a genuine positive impact on the industry we work in, our team and the society we live in,” he added.

“PR, like the majority of industries, has a problem with diversity. Be it social or cultural, we recognise it is our responsibility to tackle inequality. Our focus will be on recruiting and training up young people from diverse social and cultural backgrounds, acting as a gateway and first career step for them and their futures.”

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