We’ve been busy working with top chef, and owner of The Dining Room Weymouth, Taher Jibet. Our brief from Taher and The Dining Room was to build his personal profile as a chef as well as shout about all the fabulous things happening at the restaurant. Over time we have secured online and print PR opportunities for Taher where he has been positioned as an expert in his field, his recipes have been printed, his advice offered and his picture placed in target publications.
The next obvious step for us was looking at the world of broadcast, allowing people to see Taher work his magic whilst filleting a fish or hear him passionately discuss the difference between white pepper and black pepper. Broadcast gives you a glimpse of someone’s personality and allows an audience to experience first-hand the skill and knowledge behind a brand. It helps the audience to relate, which is key to brand recognition and building someone’s profile.
With this in mind we set about speaking to production companies and production assistants and before long Taher’s profile on a local level set him apart and a team from the BBC were sat in The Dining Room discussing Taher cooking a dish on BBC 1’s ‘A Taste of Britain’ – a foodie show with Janet Street Porter and Brian Turner. Following the airing of the programme on Wednesday 10th September at 3.45pm The Dining Room saw an increase in bookings and In The Bag received more and more enquiries regarding Taher.
Broadcast PR opportunities are an important element of a PR campaign, broadcast is immediate and has the ability to reach a wide audience on local, national and international levels. A spokesperson talking about a product or service on the radio or in a TV interview is demonstrating the skill and knowledge behind the brand – the spokesperson can answer questions on the spot and deliver information in a way that audiences find easy to interact with.
Of course lots can go wrong with broadcast opportunities, live broadcasts can be unpredictable or pre-recorded opportunities can be edited in an unfavourable manner. It is up to you to ensure that you are prepared for your TV or radio interview, some top tips are as follows:
- Know your key messages, whatever question you are asked about your brand you should be able to answer with ease – knowledge is power
- If the interviewer is steering the conversation down an undesirable route, repeat your key messages, it’s difficult to edit an interview unfavourably when the interviewee remains on message throughout
- Practice, think of key questions you feel might come up and practice your answers
- Think of the questions that you really don’t want to be asked and prepare short succinct answers
- Breath – deep breadths before the interview starts helps relax you so you look and sound more natural