I spend a lot of time telling people to pitch themselves to the media. But I realized I hadn’t actually broken down what happens on the other side of that email, so I asked someone who really knows. Janey Lee Grace has spent 24 years at BBC Radio 2. She still stands in for presenters on local BBC stations, hosts a show on UK Health Radio, and runs her own podcast. She’s seen hundreds of pitches land in inboxes. She’s also seen interviews get dropped because the guest couldn’t hold a conversation.Here’s what she told me about how to actually get booked by BBC radio.
1: Pitch the producer, not the presenter
Unless you’ve got a direct line to the host, your pitch should go to the producer. They’re the ones building the show. Presenters are busy doing the presenting. Producers are busy finding guests, and they want the presenter to be happy with who they book.
That said, if you do know the presenter, there’s nothing stopping you reaching out to both. But the producer is your primary target.
2: Understand that timing is tighter than you think
If you’re pitching a magazine, you might need to think months ahead. Radio is different. For a lifestyle show on a local BBC station, Janey said they typically start planning about two to three weeks in advance. Sometimes less.They also leave slots open for newsy, reactive topics. So if something breaks and you’ve got relevant expertise, it’s worth reaching out quickly. Janey once heard a station covering sobriety, sent a message on X, and got a call the same day. That doesn’t mean you’ll always get booked at short notice. But it does mean you shouldn’t hold back just because the show is next week.
3: Ensure your angle is relatable
This is where a lot of people go wrong. You might have an incredible personal story. You might have built a business out of something really meaningful to you. But that doesn’t automatically make it a good radio segment.Janey put it simply: can you imagine the presenter introducing your thing? If it doesn’t feel like it fits the show, it probably doesn’t.
Radio audiences are broad. Local BBC stations especially. If your angle only resonates with a tiny niche, it’s going to be a hard sell. But if you can connect your expertise to something that affects a lot of people, or something happening locally, you’re in a much stronger position.
4: Make it easy for the producer
Producers don’t have time to visit your website. They don’t have time to watch your showreel. They’re scanning emails quickly and deciding whether to keep reading or move on.So put everything they need in the pitch itself. Say what you do in the first line. Explain why it matters to their listeners. Include a short bio (written in third person, like how they’d introduce you on air). And yes, you can add a website link at the bottom, but don’t make them go there to find out who you are.One paragraph. That’s all you need.
5: The local angle is your friend
Local BBC stations love local stories. If you can tie your expertise to something happening in the area, or if you’re running an event, teaching a class, or offering something specific to that community, lead with that.It doesn’t have to be breaking news. It just has to be relevant to the people listening.
If you want help getting better at pitching yourself to media, including BBC Local radio, listen to my podcast PR in your pocket. You can listen to the episode dedicating to pitching to podcasts here.And, you can grab my freebie – a 10 minute guided training, designed to show the step by step process of writing the perfect pitch – by clicking here :
