Getting to Know Luke Tracey, Director at Be Broadcast
From opera to airwaves, Luke’s journey into broadcast PR has been anything but predictable. Here’s a snapshot into the quirks, passions and insights that keep him doing what he does best.
What’s the first media moment that made you think: “Yep, this is why I do what I do”?
Working with the late, great Kim Woodburn was unforgettable. I once had to leave a briefing call early and got the full Kim experience as she tore into me (jokingly, I think!). On the day itself she was an absolute professional, working tirelessly to deliver. It reminded me how people often bring preconceptions about spokespeople or celebrities into a campaign, and how rewarding it is when those perceptions are completely flipped. That’s exactly why I do what I do.
What’s one thing people might be surprised to learn about you outside of work?
I am a classically trained opera singer, having studied as a tenor at the Guildhall School of Music and Drama. I do not sing much these days, but the training gave me skills I use every day at Be Broadcast. From how something sounds to a listener, to pacing for spokespeople, to spotting what will land well on air. The overlap between performance and broadcast PR is bigger than people think.
What’s your favourite part of getting brands onto TV and radio?
Seeing an idea grow from a spark to a fully-formed story that resonates with audiences. For me it is not about fluff, it is about creating something meaningful that makes people stop, think, and sometimes even change perspective.
If you could give one piece of advice to someone starting out in PR, what would it be?
Listen, observe, and do not be afraid to ask what might feel like the “silly” questions. Often those are the ones that unlock the best ideas. Stay curious in conversations, because inspiration can come from the smallest moments. And never forget the power of small expressions. A genuine smile, nod or spark in the eyes might feel minor to you, but to the person you are speaking with it can make all the difference. It is often the thing that makes them remember you as a bright part of their day.
