Leveraging broadcast appearances as part of an effective communications strategy

Broadcast interviews can seem like fleeting moments: a single segment, a one-off chance to speak directly to a wide audience. However, their true value lies not just in the air-time itself but in what comes next. When leveraged correctly, live broadcast opportunities can deliver long-term benefits that shape your brand, drive client engagement, and establish authority.

At Resonance, we’ve seen first-hand how businesses can maximise TV, radio, and podcast opportunities. From securing appearances for Mark Boost, CEO of Civo, on BBC Radio 4's Today Programme, to Rodrigo Liang, CEO of SambaNova, on CNBC’s Street Signs, these moments are far more than isolated wins, they’re strategic tools to build momentum.

Beyond the Interview: What Happens After 

Too many organisations treat a broadcast interview as an isolated event, rather than an integrated part of their communications strategy. But the interview itself is just the beginning. Its real power lies in how you amplify it afterward.

Videos are one of the most shareable types of content online, generating more shares than text and image content combined. When used effectively, your broadcast appearance becomes a renewable resource, a video that can be embedded on your website, shared across social media, and featured in newsletters. Each time someone engages with that content, it reinforces your authority and brand credibility to current and prospective audiences.

Moody’s maximised Keith Berry's recent appearance on Sky News by sharing and amplifying the segment across social channels, multiplying its audience and therefore value. The goal isn’t just the immediate reach of the live segment; it’s about embedding that moment into your wider communications strategy for ongoing impact.

Building Authority and Trust

Appearing on a respected broadcast platform immediately elevates your credibility. When audiences see your business featured on outlets like the BBC, CNBC, or Sky News, it signals trustworthiness and authority.

This is crucial for two reasons. First, it positions your organisation as an industry leader, shaping how prospective clients or customers view your expertise. Second, broadcast interviews provide validation not only for the audience watching live but for everyone who encounters the content later.

For instance, when Charles Younes, Deputy Chief Investment Officer at FE fundinfo, appeared on the BBC's Business Today, it wasn’t just an opportunity to deliver insights into European funds, it was a chance to align himself and his business with one of the most influential voices in financial news. That alignment creates authority that extends far beyond the interview itself.

Shaping Your Brand with Evergreen Content

Broadcast interviews are powerful because they give you control over your messaging in a highly visible format. However, their impact multiplies when repurposed strategically.

Think of these appearances as evergreen content. Embed them prominently on your website to highlight earned media and build trust with new visitors. Use them to improve your search engine optimisation (SEO), videos hosted on YouTube or linked from major media outlets boost your rankings. Reshare snippets or key quotes across social media to attract ongoing engagement.

A single broadcast interview can become a cornerstone of your PR efforts, continually delivering value long after the live segment has aired.

Broadcast Momentum: A Long-Term Investment

The beauty of broadcast media lies in its compounding impact. Producers become familiar with experts they know can speak well to a topic, and ask them back for repeated interviews. A single appearance can quickly snowball into multiple benefits when leveraged strategically:

Reach a New Audience: Live interviews connect you with viewers who may not have encountered your business otherwise.

Amplify Credibility: Associations with respected media outlets elevate your profile and make your messaging more persuasive.

Repurpose for Longevity: By embedding, sharing, and amplifying the interview across platforms, you extend its value indefinitely.

At Resonance, we’ve seen how businesses transform broadcast appearances into enduring assets. These opportunities ripple outward, strengthening a company’s communications strategy in ways that last far beyond the initial broadcast.

With the right management, fleeting media moments can be turned into a long-term asset that builds authority, enhances credibility, and shapes brand identity.

Whether it’s appearing on a globally recognised outlet like CNBC or leveraging local media opportunities, the goal is the same: to ensure your business remains visible, trusted, and positioned as a leader in your industry. At Resonance, we don’t just secure broadcast opportunities, we help our clients turn them into communications gold.