Opinion: Letter - The fear of broadcast must be overcome

PRWeek was right to highlight the fear of broadcast PR ('Is your CEO too afraid to broadcast?', 23 March), but it is not just CEOs. The problem is endemic throughout the industry.

As media fragments and the number of broadcast channels increases, the need for good broadcast content is greater than ever. Despite this, our industry seems incapable of seizing this opportunity. Moreover, there is a fear of broadcast's apparent 'lack of control'.

Nothing could be further than the truth. A well-orchestrated broadcast PR campaign is able to manage broadcast media to the same degree print media offers. Additionally, the return on investment for a campaign rolled out across national television and radio networks is nothing short of outstanding.

PR professionals have nothing to fear. As Neil Henderson points out, 'all broadcasters want is a great story'.

Pam Sharpless, head of broadcast PR, USP Content.

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