These were just some of the questions we put to Kaylem Shepherd, producer of Ian Payne’s Early Breakfast Show on LBC, when he joined us for a recent Shout! Small Talk.
Kaylem gave our audience a fascinating insight into life behind the scenes at one of the UK's best-known speech radio stations, from how the news agenda is planned to the ingredients of a successful guest interview.
And for anyone working in PR and communications, there were some valuable lessons.
Here are our key takeaways.
1. Think about the audience, not just your client
Perhaps the biggest message from Kaylem was that a good PR story needs to resonate with the people listening.
The question he and Ian Payne continually ask themselves is: What will people in Britain want to talk about at six o'clock tomorrow morning?
It sounds obvious, but it's a useful test for any PR pitch.
Kaylem gave the example of a story about the rising cost of dentistry. It's something almost everybody can relate to, and it has an immediate impact on people's lives.
Childcare costs, NHS experiences, energy bills and the cost of living are other subjects with obvious audience appeal.
His advice was to think about whether someone listening on their way to work would want to tell a friend, colleague or another parent about what they'd just heard.
A story doesn't necessarily have to be about a major national event. It does need to make people stop and think: That affects me.
2. Give your story a clear question
A particularly useful insight was that LBC isn't simply looking for interesting information. It's looking for a question that will engage its audience.
A general statement about the cost of living, for example, is unlikely to be as compelling as a specific question about whether supermarket prices are rising faster at one particular retailer than another.
The more focused the question, the easier it is for listeners to engage.
This is particularly important for speech radio, where the audience is encouraged to call in and contribute their own experiences and opinions.
For PRs, this means thinking beyond the headline and asking: what is the actual conversation we want to start?
3. Surveys and case studies are a winning combination
Good news for PRs who love a survey: Kaylem is a fan!
He explained that survey-led stories can work particularly well because people can relate to the numbers.
Whether it's the cost of dentistry, NHS waiting times or people's experiences of the care system, statistics can give a story substance and provide a reason for the audience to engage.
But numbers alone aren't always enough.
Kaylem highlighted a story about fostering which combined survey findings with a case study. It worked well because it brought the statistics to life and gave the audience a human perspective.
The lesson? If you're commissioning research, think about the real people behind the findings. A strong case study can make the difference between a set of statistics and a compelling radio interview.
4. Understand the different programmes and their audiences
Not all LBC programmes approach stories in the same way.
Kaylem explained that Ian Payne's Early Breakfast Show has a more human-interest and conversational approach than Nick Ferrari's Breakfast Show, for example.
The two programmes might cover the same story, but the angle, pace and treatment can be quite different.
The Early Breakfast Show also has more time for some interviews, with the main guest slots at approximately 6.35am and 6.50am.
The earlier slot tends to focus more on international stories or subjects where the audience wants to understand something in greater depth. The later slot is particularly suited to human-interest stories.
And don't overlook the earlier hours. Between 4am and 6am, there are opportunities for longer conversations and more in-depth discussions, including subjects such as health, loneliness, men's health and menopause.
For PRs, the message is simple: don't pitch a story just because it's right for LBC. Explain why it's right for that particular programme and slot.
5. Genuine experts matter – but personality counts too
Having impressive credentials is a good start, but Kaylem was clear that expertise alone isn't enough.
He wants people who genuinely know their subject, can handle detailed questions and are comfortable talking about it.
But there's another ingredient: personality.
His description was that a good guest needs a bit of "spice and pizzazz".
Someone might be the leading authority in their field, but if they sound reluctant to be there or struggle to communicate their knowledge, they're unlikely to make a lasting impression.
The best guests are enthusiastic, engaging and able to make complex subjects accessible.
And here's an important point: if a guest makes a particularly good impression, they may be invited back. Kaylem explained that a successful interview can sometimes develop into a much longer programme discussion.
In other words, don't just prepare your spokesperson for one interview. Think about the potential to build an ongoing relationship with the programme.
6. Be prepared to answer the difficult questions
This was one of the more important messages for anyone representing a client or organisation.
Kaylem explained that LBC is a phone-in station, and presenters need the freedom to explore a subject and respond to what callers are saying.
If a spokesperson is only prepared to discuss certain aspects of a story, or has been instructed not to answer questions about an uncomfortable issue, that can be a problem.
Producers are unlikely to be interested in guests who want to dictate the direction of an interview.
The reality is that live broadcasting is unpredictable. A presenter may take a conversation somewhere unexpected, and a good spokesperson needs to be able to respond.
PRs should therefore be honest with clients about what live radio involves and make sure spokespeople are properly prepared – not simply rehearsed.
7. Video is increasingly important to radio
Radio might traditionally have been an audio medium, but Kaylem made it clear that LBC is increasingly video-first.
The station uses platforms including X, TikTok and YouTube, and livestreaming is an important part of its strategy.
Social media also provides a source of news and material for programmes, with audio and video from online platforms sometimes making their way directly onto air.
For guests, appearing on camera can offer additional exposure and provide opportunities for clips to be shared after the interview.
However, Kaylem also made an important distinction: content still has to work for people who are simply listening in their cars.
A good interview needs to be engaging as audio, even if it is also being watched on a screen.
For PRs, this means considering the visual as well as the audio opportunity when preparing a spokesperson.
8. You don't have to be in the studio
One particularly useful practical point: Kaylem is perfectly happy to conduct interviews remotely.
FaceTime Audio and Zoom are both acceptable, and guests don't need to make an early-morning journey into the studio.
A reliable internet connection is essential, though. There is little more frustrating for a producer than a guest whose audio keeps dropping out.
Where possible, being on camera is encouraged, but a good remote audio interview is absolutely viable.
Interviews generally last no more than ten minutes, although there is flexibility when a guest or subject really captures the audience's attention.
9. Timing is everything – and tomorrow's story may be different
Kaylem explained that the Early Breakfast Show is largely planned the day before.
He typically reviews the newspapers and online news sources, looks at embargoed stories and starts anticipating what might be leading the news the following morning.
The production team meets at 4pm to discuss the developing agenda, with the main running order usually taking shape by around 6.30pm.
But nothing is set in stone.
Breaking news can completely change the programme overnight, and the team is used to adapting the running order at short notice.
For PRs, this means being ready to move quickly. A story that isn't quite right today could become highly relevant tomorrow because of something happening in the news.
Kaylem said most pitches arrive between 7am and 4pm, with guests generally booked the day before the broadcast.
So don't assume you need to pitch weeks in advance. For this programme, topicality and availability can be far more important.
10. How to get your PR email noticed
And finally, the question that everyone in PR wants answered: what makes a producer actually open an email?
Kaylem was refreshingly straightforward.
Know the station. Know the programme. Get the producer's name right.
He receives plenty of pitches that demonstrate very little understanding of LBC. One example he gave was PRs pitching TV appearances to a radio station.
It might sound like an obvious mistake, but it happens.
He also stressed the importance of a punchy subject line. Producers receive a huge volume of emails, so the reason for opening yours needs to be immediately apparent.
Email is strongly preferred to telephone calls, as the news agenda moves too quickly for producers to return voicemails reliably.
And don't use AI-generated copy that could have been sent to any programme. A pitch needs to demonstrate that you've thought about the audience, the format and why your story is relevant now.
A final thought: good broadcast PR is about creating a conversation
Our conversation with Kaylem reinforced something we believe strongly at Shout! Communications: successful broadcast PR is about much more than securing an interview.
It's about understanding the media, identifying the right editorial opportunity, finding the human story and matching the right spokesperson to the right programme.
It's also about being responsive, realistic and prepared to let a conversation develop naturally.
A good pitch might get your client through the door. A genuinely engaging guest can make sure they're invited back.
Thank you to Kaylem Shepherd for giving us such an open and insightful look behind the scenes at LBC, and to everyone who joined us for the discussion.
Shout! Communications is a specialist broadcast PR agency, helping organisations and brands secure meaningful coverage across television, radio and podcasts. We believe in strategic, journalist-led broadcast PR that gets the right stories in front of the right audiences.
