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Launch Of Be Broadcast

Today, broadcast PR expert Josh Wheeler launches a new Broadcast specialist consultancy – Be Broadcast – with its first significant client onboard, the LGBT Consortium, and a bold promise.

From its Manchester HQ, where British broadcast has made its home, and delivering a range of Broadcast PR services to brands across the UK – Be Broadcast boldly pledges ‘Senior Consultancy, Senior Delivery’, meaning the end of ‘Pitch & Switch’ – an industry-wide problem where clients frequently find themselves being passed down to a junior team member once a campaign begins.

Be Broadcast promises that the senior handlers within the organisation will work closely with both client and media right from the beginning – avoiding key aspects being lost in translation. Often, important campaigns are briefed within broadcast agencies as the senior member of staff moves on to the next new business deal, leaving a junior member scrabbling to piece things together. That same person is likely dealing with many other campaigns, media, and internal demands.

Ultimately it is the client who pays the price. That won’t be the case at Be Broadcast.

Josh Wheeler said, “After doing this for over ten years – first starting helping experts lead narrative around the Arab Spring – the time is right to begin building things the way I genuinely see them. The pandemic transformed the way the public engages with Radio and TV, and as we grow Be Broadcast will be at the forefront of this – guiding brands on how to best get out there and make a difference on channels.”

 

Be Broadcast also pledges only to deliver one campaign per week per consultant. Unlike other traditional broadcast agencies who have numerous campaigns (often up to five) each day, they can be competing against the news agenda and themselves.

Of this, Josh Wheeler said, “Be Broadcast is about doing things genuinely differently – not just saying it. I’ve personally experienced the stress of trying to deliver multiple campaigns at one go knowing that I have had to make sacrifices. That’s not what I got into this industry for – and Be Broadcast will stick to this guiding principle.”

 

Be Broadcast has already won its first client – the LGBT Consortium – helping to draw attention to the issues around the trans conversion therapy story last week.

Be Broadcast and the LGBT Consortium proactively dominated the news agenda to ensure that people understood the differences between affirmative therapy (helping people explore) and conversion therapy (where you go in with a decided outcome – to change something).

Be Broadcast’s aim here was to convey unity amongst the LGBT community and hold the Government to account. Broadcast works perfectly for a story like this – as it’s where you reach people’s hearts and minds.

Paul Roberts OBE, CEO of LGBT Consortium, said, “We cannot emphasise enough how Be Broadcast evolved the story for us. As an umbrella group, it can be challenging to find the right time to speak – and Josh was able to guide us through the entire process, provide on-the-spot media training and help us articulate what we wanted to say in the best way. We have never experienced media results of the like Be Broadcast delivered in our entire history – notably where we can look back and count how our voice and messages were delivered. We look forward to a long-running relationship between Be Broadcast, us and our members.”

 

The success of this campaign will be when conversion therapy is banned – but according to YouGov/The Times data this week, two-thirds of Brits (65%) say conversion therapy should be banned – so the message is resonating with audiences.

Be Broadcast has also been selected for the business incubator, Idea Booster Lab. The Lab is a joint venture between Bocconi University and Bayes Business School (City of London), which helps startups exploit innovative business opportunities to create cutting-edge industries of the future.

While client delivery is the key focus, Be Broadcast is already looking for hires as part of growth plans at a senior broadcast specialist and PR apprenticeship level. Apply to Josh@bebroadcast.co.uk if you are interested.

JOSH WHEELER BIO

Josh is an ambitious award-winning broadcast PR professional based in Manchester.

Throughout his career, Josh has devised compelling brand strategies for some of the most trusted global brands.

Having held senior strategic positions such as the Head of North at Broadcast Revolution and General Manager at Markettiers (Manchester), Josh has been delivering successful broadcast PR strategies and campaigns for over 10 years, advising clients on the channels and strategies that offer maximum impact in the space.

During his career, Josh has worked on the Co-op’s turnaround, guided Bumble on raising the issues of both racism and cyberflashing when it comes to dating (recently banned by the Government), and devised strategies to help LGBT+ youth charity, Just Like Us, make its annual fundraising event – facing chaos and cancellation due to the pandemic – the most successful ever.

Josh is also a broadcaster in his own right – presenting a weekly show on Gaydio. Josh joined the team to gain a broader understanding of the needs of producers and presenters in live scenarios.

Most recently Josh led broadcast PR for the British Red Cross during its 150th anniversary – which was followed by crisis management around the Beirut explosion which took place at 16:00 on the anniversary.

Be Broadcast is a PRCA member.

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