BBC: Chasing Polar Bears

The news that Emily Maitlis and Jon Sopel are leaving the BBC is the latest in a line of senior journalist departures for the Beeb. It comes hot on the heels of business reporter losses precipitated by moving the R4 Today business team from London to Manchester and rumours that Amol Rajan was given the much-maligned interview with Novak Djokovic as a sop to avoid his defection to ITV. All this, of course, at a time when Culture Secretary Nadine Dorries is questioning the BBC funding model and when the Government, not to mention swathes of viewers, are concerned our once-loved national broadcaster has become too woke for its own good.  

So what does all this ‘trouble at mill’ mean for us PRs? 

Well, it merely confirms a trend that has been emerging in recent years. The BBC is no longer necessarily the golden ticket to getting your PR campaign away. It may no longer be the most coveted medium your clients want to cover your story. It may not, in fact, deliver the audience you need to address.  

That is not to say the BBC is no longer important. Don’t go writing the corporation off just yet. On the world stage, the BBC brand still shines brightly.  But with other media outlets and a proliferation of mediums growing loyal listeners and followers, from Global to You Tube to Podcasts, and with many of those outlets devoted to a preferred agenda, the media landscape is now so diverse that targeting content is a far more precise art these days.  Associating your brand and its experts with the agenda of your preferred media outlet by offering appearances/pitching articles increasingly requires consideration of the risk:reward ratio.  If the BBC can no longer hold itself up as the bastion of impartiality, then it becomes just another player in the influence game. 

Ms Dorries described the BBC this week as “a polar bear on a shrinking ice cap”.  That makes life more complicated for us PRs but also arguably more interesting too.  

Louise Beeson, 24/02/2022

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