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This page will answer many of the frequently asked questions about BBC TV's Publicity Guidelines for Independent Producers and Freelance Publicists.
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Q. I’m an independent company who wants coverage for my programme, can I still do my own publicity?
A. Independent production companies are entitled to use their own publicist or hire a freelance rather than work with the BBC. All we would ask is that you talk to us and make the relevant Publicity Manager aware of your plans as the BBC may be across other wider issues that could affect publicity you are trying to place.
Q. How do you decide what gets publicity?
A. When a programme is commissioned or re-commissioned, the Genre Publicity Manager together with the commissioner and the Channel Controller decide what level of publicity the programme will get. The Director of Marketing Communications & Audiences has the final decision.
Q. Can I make my own trails?
A. No. All promotional trails are produced by the BBC to ensure a consistency of style and quality.
Q. Will my programme get a press pack?
A. If your programme is a key priority, then we will take a decision on whether or not we think it needs a press pack. Traditional press packs may not be the most effective way of letting the media know about your programme.
Q. Can I have a screening?
A. The BBC doesn’t recommend holding press screenings for non-priority programmes – and even then it may not be the most effective way of reaching the media and opinion formers. However, if an independent production company chooses to spend its money on a press screening, then that is at its discretion and cost. The BBC is happy to give advice but cannot give support.
Q. My programme will still be in PI, won’t it?
A. As part of the BBC’s priority system not every programme we transmit is featured in Programme Information (PI). This means that there is more space in PI for bigger features on key priorities – features which are then used by publications throughout the UK. Also, by not writing copy on all programmes, a publicist’s time is freed up – allowing them much more time to work creatively on higher priority projects. Billings will still be submitted for all programmes.
Q. Can I send DVDs out myself?
A. The BBC’s Previews & Promos Unit issues a weekly list of forthcoming BBC television programmes to all television writers. Journalists then make their selection of DVDs from this. Television previewers and reviewers have told the BBC’s Previews & Promos Unit that they don’t like receiving unsolicited DVDs. However, should you wish to use your resources in this way, then that is your decision.
Q. I need to get some profile for my artist, so can I set up my own interviews?
A. If you feel it is essential to raise the profile of your artist outside any promotional activity the BBC may be doing, then of course we wouldn’t stop you from doing so. However, all we would ask is that you liaise with the relevant Publicity Manager who can advise you on any external issues which may affect your planned campaign.
Q. Are you saying that some programmes will get no publicity?
A. All programmes will get a reactive publicity service with journalists requests dealt with. However there will be programmes which will receive no proactive support and have no photographs or dvds issued.
Q. But if I don’t get publicity, how will I get re-commissioned?
A. Re-commissions are based on a number of factors – the number of column inches generated by a publicist isn’t one of them.
Q. What happens if my show is given a low priority rating, but something external happens which means it should change?
A. We need to be as flexible as possible and would deal with every programme individually, we would monitor the situation and if there is a valid reason to increase support then we would assess what could be done.
Q. Who can I go to complain about this system?
A. If you have concerns about the prioritisation system, discuss them in the first instance with the relevant Publicity Manager. They will funnel up any grievances. The Director of Marketing Communications & Audiences makes the final decision.
Q. Why do you have a system like this ?
A. Instead of the BBC having lots of different messages going out to the public – our viewers – we concentrate our resources on fewer programmes and events. This means that the public have a clearer, more focussed idea of what the BBC is offering them. Plus it means that the in-house publicity teams have the time to focus more of their efforts on the major campaigns rather than giving small bits of their time and effort to everything. Fewer and bigger is better.
The BBC is the same as other broadcasters – we focus our promotional activity with the audience at the forefront of everything we do. All journalists’ enquiries about any programme or service from the BBC will always be met via our Front Desk system.
Q. How can you say you’re a Public Service Broadcaster if you don’t tell the public about all your output?
A. For every hour of real time, the BBC transmits about 50 hours of output. We can’t possibly promote it all. Every programme transmitted on the BBC has a billing issued so every publication and website which carries television listings has information about the programme.
Q. The channel controller promised my programme would get a “big push” how can you tell me it’s not getting any publicity?
A. Channel controllers work in consultation with publicity colleagues on deciding the priority rating of any programme on their channel. They understand that activity has to be focussed for the good of the channel and the viewers. Final sign off rests with the Director of MC&A, not the channel controllers.
Q. If I want to spend some of my production budget on publicity you can’t stop me spending it, can you?
A. No. All we ask is that you keep us informed of what you are doing and adhere to these guidelines
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