Visually compelling
For TV include a mix of wide, medium, and close-up shots to give editors flexibility.
B-Roll Video Production
In today’s competitive media landscape, B-roll is more than just video—it’s a strategic asset that helps UK PR professionals secure television coverage, showcase spokespeople, and make their stories stand out. By following our two golden rules, investing in high-quality footage, and including targeted soundbites, you can maximise your campaign’s impact across TV news channels nationwide.
Watch our video to learn more
About
Television B-Roll: Maximise Your PR Coverage
Television B-roll is an essential tool for UK and global PR teams looking to maximise coverage on TV. In simple terms, its video footage created to illustrate a PR-generated story, ready for broadcasters to use. Since the pandemic, and the lack of resources in newsrooms the demand for high-quality B-roll has grown exponentially, and it’s now one of the most effective ways for brands, organisations, and spokespeople to help secure airtime.
Broadcasters ideally prefer to film their own content, but with tighter budgets, smaller teams, and fast-moving news agendas, they don’t always have the time or resources. That’s where professionally produced B-roll comes in. However, not all B-roll is created equal—if you want your footage to be used on UK news programmes, it needs to be produced with a newsroom mindset.
Expert tips
Our Two Golden Rules for Broadcast-Ready B-Roll
Creating B-roll that gets used consistently requires following two key principles:
Golden Rule 1: Make it newsroom-ready
B-roll should be roughly 6–8 minutes of visually engaging, roughly edited footage that tells your story. It is not a polished final product—broadcasters will often re-edit your footage, cut it, and combine it seamlessly with material they’ve filmed themselves. Your B-roll should feel like something a journalist could have filmed on the day, with visuals that are clean, clear, and newsworthy.
Strong visuals are essential, but B-roll can also include a handful of short soundbites from key spokespeople unedited and around 20-30 seconds or shorter. . These news clips help provide context, highlight key messages, and showcase your spokesperson’s ability to communicate clearly.
Golden Rule 2: Offer what they can’t film themselves
The most effective B-roll is footage that’s difficult, expensive, or time-consuming for a news crew to capture. This could include:
• Events taking place outside London or major UK cities.
• Locations that are logistically challenging to reach.
• Footage requiring specialist equipment, like macro lenses or drone shots.
• Slow-motion or time-lapse sequences that take several hours to film.
By giving broadcasters access to content, they wouldn’t otherwise be able to get, you increase the likelihood your B-roll will be used. UK newsrooms are constantly under pressure to cover stories quickly; unique or hard-to-capture footage makes your story a much more attractive option.
Maximise coverage
Interviews: Showcase Your Spokesperson
News teams almost always prefer to conduct their own interviews to maintain editorial control. We completely understand this approach—journalists want to conduct their own questions to ensure impartiality and accuracy. That said there are advantages to including soundbites.
Show broadcasters your spokesperson’s credibility: Well-prepared soundbites demonstrate that your spokesperson can communicate key messages concisely and confidently.
Encourage broadcast interviews: If journalists see that your spokesperson is articulate and camera-ready, they may be more likely to arrange a full interview.
Provide a practice platform: Soundbites give your spokesperson the opportunity to perform in front of a camera in a controlled environment before facing journalists.
Even when broadcasters film their own interviews, your soundbites may still make it into the final story. They can serve as a useful supplement, especially when time or resource constraints prevent journalists from capturing everything themselves.
Technical support
Our B-Roll Services
We provide a full suite of B-roll services tailored for UK PR teams:
• Full B-Roll Production: From pre-production planning to shooting and rough editing, we create footage that’s ready for broadcast.
• Interview Filming & Spokesperson Coaching: Short, punchy soundbites and media training ensure your spokesperson shines on camera.
• Location & Event Coverage: Hard-to-reach locations, regional events, or complex logistics—our team ensures your story is captured with precision.
• Specialist Filming Techniques: Macro shots, drone footage, slow motion, and more to give your B-roll that unique edge.
Every project is delivered with the UK newsroom in mind, ensuring that your B-roll feels authentic, editorial, and ready to use.
BENEFITS
How our services can help you
Story-driven
Every shot should support the story you’re telling. Avoid generic or stock footage unless it is highly relevant.
Newsroom style
Footage shouldn’t be over stylised – no ‘crash zooms’ or ‘whip pans’ or excessive post-production effects.
Testimonial
What our clients say
Michele Andjel
Vice President, PR at P&O Cruises/Carnival UK
I’ve worked with Shout! for a number of years now and have used them for both video production and media relations. They have consistently delivered great video content which has led to brilliant broadcast coverage on radio, TV and on-line. They also keep ahead in digital PR and video distribution which is invaluable.
A Trusted Partner
Some of the brands we’ve supported
Got Questions?
FAQs
Why UK Broadcasters Value B-Roll
At the heart of it, B-roll exists to save newsrooms time and money. UK news teams operate on increasingly tight budgets, often with fewer reporters. While live interviews and library footage remain essential, ready-to-use B-roll allows broadcasters to cover stories efficiently without sacrificing quality.
Journalists on the ground often welcome B-roll because it provides visually compelling, editorial-quality footage that compliments live reporting. While broadcast bosses may publicly downplay its importance or deny using it! journalists at the coalface understand its value. Well-shot B-roll can mean the difference between your story being included in a broadcast or being overlooked entirely.
Why PR Professionals in the UK Should Invest in B-Roll
For PR and communications professionals, B-roll isn’t just another asset—it’s a strategic tool. Here’s why:
1. Boosts coverage: Well-produced B-roll increases the chance your story is broadcast, giving your brand, event, or campaign wider reach.
2. Supports spokesperson development: Including soundbites in B-roll provides opportunities to train and showcase spokespeople in a real-world context.
3. Saves time for journalists: By supplying ready-to-use footage, you make it easier for newsrooms to cover your story, which builds goodwill with journalists.
4. Enhances your PR campaigns: Video is more engaging than text alone. B-roll adds visual impact to your media campaigns, making your stories more memorable.
Whether you’re promoting a new product launch, highlighting an industry trend, or showcasing corporate social responsibility initiatives, B-roll is a versatile tool that amplifies your PR impact across UK television.
