By Jo Crellin,

When #DigiCities popped into my newsfeed, my thumb lifted off the screen and my eyeballs paused, the opportunity to hear about how the BBC lead on digital technologies at a free, local event definitely got me clicking.

Developed by the BBC Academy, #DigiCities is a national roadshow of week-long events and workshops touring the UK right now. Designed to give back to local communities, the branded blend of digital skills is being brought to the public to train, inform and network - whilst simultaneously uncovering grass roots talent that will be the next content creation sensation.

Networking is what PR consultants do best and one of the most enlightening meet-ups was when I got the chance to meet with the BBC Digital Agency Engagement Team. Not the most memorable name for a department title, but in plain speak, this is the team responsible for relationships between the BBC Content and Technology departments and the various agencies who support them in creating great stories. Their brief was to tell non-traditional agencies in Birmingham, that even as a microbusiness, it’s possible to win work from the BBC.

Proving that they are committed to inviting smaller companies to approach them for partnerships, it dawned on me that the advice they offered for how to be successful in a pitch, were also rules to live by for any comms agency that wants to be successful:

#1 Colossal doesn’t have to be slow

No matter how big or slow your organisation is, it’s important to foster teams that can make things happen quickly. That’s why the BBC offer the opportunity to appoint agencies direct for projects under £20K. Consider BBC Three, where content is online only, and the social media content is often only a few minutes long, commissioning content for this platform must happen quickly which demands a non-traditional procurement route.

Agency Tip: Relish the speed at which you can work. Getting your idea fleshed out for a pitch or proposal is something communications agencies do well and should have processes for. We have a talent pool of creative minds which means that even if we’re large we should have the systems in place to start fast and get our ideas out quickly.

#2 Creativity is our USP

The BBC is looking for new talent, that’s why they want to attract non-traditional TV producers to get the freshest ideas and these can come from anywhere. That’s why they want to meet as many people as possible.

Agency Tip: As with any great PR agency pitch, the creative idea you present needs to get tongues wagging or get your stunt in print. Agencies should never compromise the effort they put into the creative idea and facilitating a fresh-thinking and quick to market approach is what will inspire the comms manager to give you the job! 

#3 Community matters

#DigiCities is a lesson in outreach (another PR USP). The priority placed on getting out and about to meet people in British towns and cities and literally search for new talent, shows that the BBC see it as a way for them to spread their message.  By touring Belfast, Cardiff, Birmingham and the North East, the commitment to local communities makes them trustworthy and attainable.

Agency Tip: Grass roots networking matters, this is the only way to find out what the public really think, to build connections and to find the best ideas and talent. Actually, this is what PRs do best and as agencies, we need to ensure we systematically prove that we are well connected in our client’s markets.

#4 Content must be diverse

Hearing from the UK’s leading content creator that they want to explore all new content types wasn’t surprising but it’s clear that this is a major focus. While VR and AR are still being assessed for their capacity to go mainstream, the BBC audience continues to become fragmented across streaming, social media and broadcast channels and to reach the widest possible numbers, the broadcaster needs to create entertainment that fit the channels where the public is consuming. Today these could be articles, video, social media, live stream, podcasts and new tech like AR or games and all must be explored.

Agency Tip: PRs need to be just as varied in their approach. Agencies have access to all the same channels as the BBC, and with the reduction in TV audience size, getting a brand mention on The One Show isn’t always the key route for your message. Just like the BBC approach, PR agencies must offer the same variety of content to their clients if they want to penetrate hearts and minds. Becoming an expert in AR may not be an option for a campaign but providing a way to make it happen definitely is.

#5 Consistency & grit will get you the job

The BBC is obsessed with quality and user experience. They will go the extra mile with anything that is created for them and will add another 20% effort to polish it. As self-confessed perfectionists, they admit they are not easy to work with because they are slow and complicated but they are passionate, so their mantra is “stick with us, we move slowly but we’re worth it.” As the head of Digital Engagement Jake Bailey stated; “our job is to connect the organisation to the right people” so agencies need to stand out.

Agency Tip: Successful PR agencies will tell you all about the importance of tenacity. Create your best work for every pitch, make your own opportunities by keeping in touch with your dream clients, keep pitching and keep reaching for the stars and you’ll get there. It may all sound a bit ‘Instagram quote’ but the reality is that you just need to keep chipping away at your objective to get that brief.

After a rewarding week, I can highly recommend attending #DigiCities. If you fancy getting to know the content and technology minds in your city, as well as have the chance to meet BBC producers and Digital strategists, then do sign up for the one near you.

Jo Crellin is Head of Digital at Spottydog Communications, you can find out more here https://www.spottydogcommunications.com/team/jo-crellin/.