One of the best sources for instant PR exposure is radio. Though it seems like a dying medium, it is in fact still going very strong. Think about it for a minute...every morning, most commuters are entertained on their way to work by a radio morning show. When the commute home begins, the radio comes on again. This will probably continue at least until technology finds a way for a person to watch television while driving (there's a scary thought). So, it makes perfect sense to target a radio audience for your product/issue/theme/story.
Here's the problem: because of the nature of radio, it's a far different pitch than print and even TV. Radio producers are looking for someone who can entertain their audience. The message can still be informative, but entertainment is the king.
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Now you know what you're up against. Don't get discouraged. Believe it or not, it's not too hard to adjust your message so that it works on radio.
First, consider how your subject fits the format of the station. Remember that some stations talk only about certain topics while others seem to know no bounds.
Second, unlike regular media where you're focusing on news value, on radio, you should be focusing on what is most interesting and individualize-able about your topic. Be specific! What's the difference between talking about general politics and the Bush administration's approach to Iraq? Specifics! Many could care less about the bulk of politics. But most people can clearly identify with some point of view or another regarding the Iraq conflict. Radio is about angle and in many cases controversy. What is unique about your product/issue/etc that concerns them as an individual? If you've got the angle, you've got a much better chance of being chosen to be interviewed on-air.
One area that's entertaining and individualized is sex and attractiveness to the opposite sex. Most radio hosts love these topics because they can play around the edges of propriety, which helps boost ratings. So if there's any way that you can bring these areas into your topic, you should consider doing so.
For example - I recently saw a study that showed that troops who fight in foreign wars have a much higher chance of divorce than the average person. So, if you had a stand regarding Iraq, how could you bridge this study into your comments? By doing so, you can suddenly move from just another opinionated person to a topic that the hosts can use to boost their popularity.
Third, consider the power of saturation. Is your product or service something commonly seen, or will it be? If people see or notice something around town that they have seen or are seeing around town, they will take note. They will also listen closer to find out what the fuss is about.
Fourth, how can you apply it to the local audience. Since most radio is very localized, you'll have a much higher chance if you can talk about how it impacts that local market. Back to the troop examples, if you can get a quote from the local reserve commander or show 5 examples from that town of troops that got divorced after coming home, you'll be able to localize the story.
Fourth, try gearing your interview or promotion so that it makes the station or their sponsors/current advertisers look good. They love this because it helps their ratings. Sometimes this isn't very possible. But if you can do it, by all means, do so! So if you want to promote the opening of your new store, try giving away a brand new convertible from their main car dealership and tell the producer about it. That way, both you and their advertiser get credit.
Last of all, are you concentrating only in radio? It's a great medium for communication. But, if you have the chance of television, newspaper, Internet or other options, take them. You're trying to reach as many people as you can. If someone sees the same product or service advertised in several different media outlets, they are more likely to take notice, and possibly even pay closer attention.
We wish you all the best in your radio endeavors! Check out our
Special Report #28 How To Get Booked On Radio Talk Shows, Give a Great Interview, and Get Invited Back
Posted June 24, 2004
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