Ever wondered why some stories make the news while others get ignored?

Josh Wheeler can spot a newsworthy angle where others see only corporate announcements. His superpower lies in finding the sweet spot between broadcaster needs, brand objectives and audience interests - transforming standard PR into stories that captivate radio and TV producers.

From founding Be Broadcast with its 95% client retention to building award-winning campaigns for global brands, Josh's strategic approach has delivered results that clients "have never seen before." But his journey wasn't always smooth sailing - he spent years reading trade publications outside his comfort zone to develop the news instinct that now helps clients break through.

Key Talking Points:

• The "Mrs. Miggins from Wigan" framework that transforms corporate messages into stories broadcasters want to cover
• How reframing an epilepsy charity's message from inward to outward increased public engagement by 75%
• Why limiting campaign launches to one per week delivers better results than the factory approach
• The counter-intuitive approach that puts emotional impact before corporate messaging

Links & Resources:

• Be Broadcast: bebroadcast.co.uk
• Josh's LinkedIn: linkedin.com/in/joshwheelerbroadcast
• PR Stack by Steven Waddington (Book Recommendation)
• Be Broadcast Little Book (Free Media Resource)
• Coffee and Crime Podcast

Today's Exercise: The Audience Lens Framework

This exercise helps you shift perspective from brand-centric thinking to audience needs, making your stories more appealing to media outlets.

Steps to Apply:

1. Write down three emotions you want your target audience to feel about you or your brand
2. Create seven interview questions, starting with "Tell me about yourself" and ending with "Where can I get more information?"
3. Answer each question from your audience's perspective, focusing on their challenges
4. Use these answers as the foundation for your PR messaging plan

Strategic Storyteller Newsletter:

Finding your audience's emotional triggers is key to compelling broadcast PR. For more insights like Josh's "Emotion Wheel" technique, join my free 'Strategic Storyteller' newsletter at robdwillis.com/newsletter. Each week includes practical storytelling frameworks, personal insights, and curated resources from the podcast—all delivered in a 3-minute read.

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