Politics is ripe with hyperbole, but next week’s Autumn Budget might very well actually be the political event of the year.  

The Labour Party, in power after 14 years in the wilderness, will put out a fiscal statement that promises to define the next half-decade of life in Britain.  

Everyone’s talking about it.  

That’s true on the telly, where we’ve already seen public and private broadcasters devote thousands of hours to interviewing politicians, ‘expert sources’ and random people on High Streets from Aberdeen to Southampton. 

Competition to get on broadcast media is always fierce, the budget only makes it more so.  

I’m a former Bloomberg and Sky TV producer. Now working in communications, I want to share a couple of approaches that will maximise your (or an executive at your company’s) chance of actually getting on air.  

Here’s a guide to help you make the most of this opportunity: 

1. Prepare early and often  

There was a saying we used at Bloomberg, “Your audience is smarter than you think.”  

We need people who can communicate quickly and effectively with an audience. Help people better understand relevant issues on the budget.  

Take taxation: Reeves is reportedly preparing an inheritance tax raid as the Chancellor seeks to hike taxes and cut spending by as much as £40bn. Yet, it is unclear how much these measures would raise taxes, or how many more people would end up paying the tax.  

 It’s the job of an expert to bring clarity around these complexities. During a time when the cost of living is high and businesses are struggling, people need to feel reassured that the decisions they are making make financial sense. You need to be one step ahead of consensus informing how the general public looks at issues in the budget.  

Being informed early on allows you to offer insightful predictions and analyses in your commentary and journalists often look for experts who can contextualise budget implications for specific sectors or demographics, so understanding the broader economic picture is essential. 

Top tip: Keep an eye on discussions about tax changes, spending priorities, and new fiscal policies, as these areas are often of particular interest to the media. 

2. Get an outside perspective  

Bloomberg, Editor-at-Large: “Is it sexy”?  

As an executive (or someone who works for an executive) you may have unfortunately become used to constantly having an audience for every utterance. The outside world isn’t always so receptive.  

You need some way to level set, to know if you are really saying something interesting enough to get on broadcast. Your communications agency can play a vital role in positioning you as the go-to expert. Working with them early on to identify a strong media angle that resonates with journalists and aligns with your expertise will be essential to help you secure a prime broadcast slot.  

On top tier broadcast, you are competing with the biggest “newsmakers,” so what will you make you stand out amongst JP Morgan?  

• Timeliness: Comment on the current economic climate, tax changes, cost-of-living issues, or corporate tax strategies. Tie your analysis to the latest trends and concerns. 

• Expertise in Niche Areas: If your specialty lies in a specific sector, such as fintech, housing, or SME financing, pitch insights tailored to those audiences. Producers need niche perspectives. 

• Human Impact: Journalists are particularly interested in how budget announcements will affect the public. Prepare to articulate what the measures mean for homeowners, small business, families, or pensioners. 

Collaborate with your agency to craft press releases and briefing materials in advance ready for the show producers who are working under tight deadlines.  

3. Create Engaging Social Media Content 

Journalists and producers are using every social media platform to gather information and to try and find compelling stories and experts who can comment. It’s no longer just Twitter/X – business and financial journalists are increasingly promoting their work and scouting for sources on LinkedIn.  

So, in the days leading up to the budget announcement make your voice heard, post predictions and teasers about what you think will be included in the budget and use hashtags like #Budget2024 or #BudgetForecast to increase visibility.  

Share live updates and quick reactions while the budget speech is happening. These real-time insights can help position you as a thought leader and go-to-media expert.  

Share your immediate takeaways through LinkedIn posts or Twitter threads. Short, concise breakdowns of what the budget means for various sectors or demographics will draw attention. Some people worry they are going to ‘scope themselves’ if they write their thoughts on an owned platform before going on the air. That’s just simply not true.  

Broadcast is a wide medium, so make you have an accessible tone, avoiding jargon in your communications. Now isn’t the time to show you are smarter than everyone, it’s that you can share your knowledge easily with others.  

Be quick – A journalist can decide within the first six seconds of reading a post whether you’d be a good fit for broadcast. First impressions count! 

Emmaline Windeler is an Account Manager in London