25 JUNE 2018, LONDON, UK: A new not-for-profit, at cost campaign is launching today. Every CEO, Chairman, Group HR Director and Director of Corporate Communications and Public Affairs in the FTSE 100 will receive a letter inviting them to participate. The Expert Women Club aim is to broadcast media train and broadcast coach females in FTSE 100 companies to be Expert Women guests on TV and radio – to increase the pool of high-quality female industry experts for TV and radio programmes, for the women to piggyback on the news agenda to share their expertise and commentate. The new campaign will address the imbalance of female experts on TV and radio, compared to the number of female professionals in the workplace. Campaign founder Kerry Hopkins, is an expert in broadcast media training experts, particularly women. Kerry is a former ITV and BBC TV journalist, and corporate communications director with experience representing a number of corporations in the FTSE 100.
Kerry Hopkins said: “We need to create a larger pool of broadcast-ready Expert Women and there is a lot of industry expertise in the FTSE 100. The Expert Women Club will inform leaders in each FTSE 100 firm of the huge commercial benefits to inspire, select, and consistently coach and support new female spokespeople to go on TV and radio or create more chances for existing female spokespeople. We will create a set of broadcast-ready FTSE 100 industry Expert Women.”
Hopkins continued: “FTSE 100 companies want to achieve their goals of having more women on boards and equal pay. They also need to have a goal of starting to put forward females as spokespeople too, or more females and create more broadcast interview opportunities. Progress in more Expert Women appearing as guests on TV and radio has stalled. If firms want evolutionary change, not just a vogue trend, then additional financial investment, particularly in the beginning; is going to be required. Female and male brains function differently so women benefit from a different approach to media training and coaching than men. The Broadcast Ready Club campaign will bring out the best in the females so that they can become great on-air Expert Women.”
Hopkins studied females on TV for her Masters in TV journalism and has been working in this area since 2013. In 2013, 25% or less of the experts on the news were female. Whilst it’s increased on some programmes, progress has stalled, according to Professor Lis Howell’s survey between 2016 to May 2018 on behalf of City University London.
The current broadcasting landscape means there are plenty of new opportunities for new women who’ve not gone on the news before, or not done it as much as they could, to get the opportunity. The Broadcast Club’s aim is consistency so that one show doing well one year, then the next year dramatically falling, to even below 25%, will be a thing of the past.
The Broadcast Ready Club hope to invite the Expert Women we have trained to the House of Commons with MP’s and broadcast journalists, once we get a financial backer/sponsor to support that.