At the Edinburgh International TV Festival, news presenter Jon Snow delivered a stirring and emotional MacTaggart Lecture in which he argued the media has become “disconnected” from some parts of society. His impassioned speech had tears in many of the audiences eyes, mine included.

“The completely man-made Grenfell disaster has proved beyond all other domestic events, how little we know, and how dangerous the disconnect is.”

 

“The Grenfell story was out there, shocking in its accuracy, hidden in plain sight.. but we had stopped looking.”

The challenge for the media is; how can it better reflect the problems, interests, and sensibilities of different cultures so that it better represents modern British society?

Behind the Camera

One of the best ways to achieve this is to increase the diversity of behind the camera talent. These people decide what is interesting, what programmes are made, and what news is reported. It is an issue that needs to be tackled at the grassroots level. It’s about increasing awareness of opportunities that are on offer – and shedding light on TV as a potential career.

Raising Awareness

Edinburgh International TV Festival’s Talent Schemes

This is where PR can help. As a company operating in the media industry, there’s scope to use PR to develop awareness and events to raise the profile of the industry in communities. At Franklin Rae we work to promote the Edinburgh International TV Festival’s Talent Schemes, Ones To Watch and The Network. These work together to drive applications from all parts of the country.

Combining platforms

To engage with people from a number of varied communities meant we had to work differently. In order to raise the profile of the talent schemes we worked closely with local journalists, placing case studies and using social media in ways that would resonate with the audience. For example, interviews with creative leaders of diverse backgrounds and sourced testimonials from TV talent who are well known in these communities.

Both schemes do incredible work getting people from all walks of life involved in TV.  Jon Snow applauded the schemes in his speech for this very reason – to great cheers from this year’s members! We were with the members of the schemes throughout the festival and their enthusiasm, knowledge, and skill was incredible. Their energy will really help drive the industry forward.

By Xander Ross, Senior Account Executive at Franklin Rae