Media and PR is a tricky beast. What makes it to air is determined by what is the strongest news on the day which is obviously impossible to predict.

But being in the Radio News Release business since 1999, has given us a fair insight into what works and what doesn’t.

The main criteria for success in a Radio News Release is a strong newsworthy story that appeals to a mass market. Stories that affect a wide slice of the population.

For example:

Consumer. Angles that affect the way we live
Health stories. Research and development
Surveys and polls. Perfect for radio as they concisely paint a picture for the audience
Finance and banking. Everyone is interested in what is happening to their money
Charity and Community. Causes that affect the community
Crisis Management. Delivering immediate comment to media

If you can deliver to the media access to a story or spokesperson that they normally would not have access to, you are a great chance of generating substantial exposure.

The other main criterion to a successful Radio News Release is talent. Having someone who is confident and strong in front of the media, no matter what the medium, is worth millions to a company. They are what makes great radio talent.

On radio, if your talent cannot deliver your message concisely and clearly, your chances of coverage are greatly reduced. Your spokesperson is the credibility link to your story or announcement. They are the ones who will win over your audience and consumers. Their strength and what they bring to a Radio News Release cannot be underestimated.

Great radio and news talent is someone who can deliver a message in 15secs that is clear and directed at their consumer. It is delivered in a way that gets across the company’s line, but also captures the imagination of the audience.

Being able to voice your opinion on radio or TV is a privilege that should not be underestimated. Your spokesperson is being given the chance to speak to your buyers, your consumers. They are looking for them to be confident, credible and transparent. No bullshit.

The key is to be able to tell your story, but at the same time relate to your audience. For example, doctors need to be able to speak at the level of their patients, not their colleagues, when conveying information.

And, unless the story is highly sensitive and needs to be delivered as a prepared statement, it is always best to deliver in a natural, conversational manner. Spokespeople who simply read a script are not embraced by radio newsrooms. Remember, this is not an ad. It is news and your Radio News Release needs to be not only newsworthy but also entertaining for the radio audience.

What doesn’t work in a Radio News Release is a blatant ad. If you want an ad, buy some airtime. Radio Newsrooms cannot tolerate companies that are purely looking for a plug for their company or product. What you deliver has to be newsworthy, and delivered as a news item.

This is news, so treat it as such. Therefore, there is no need to treat this as a blantant plug. If it is a survey, the newsroom needs to credit where the information has come from, and that should be your credit or brand acknowledgement. In other words you are being associated with a news story that is of interest to the audience. This is very CREDIBLE PR. For example, a newsreader may intro your story with: “this latest survey into spending by eBay”. The same goes for most stories. If they use your spokesperson they have to credit where that spokesperson is from. That is your plug. It is a subtle acknowledgement of your company, and that is all you should be looking for from a Radio News Release. There is no need to flood the audio grabs with blatant mentions of the company or product. Radio News Releases are designed for associating your company or product with something that is newsworthy. The more you stick to what is newsworthy, the better the chance of coverage. It’s as simple as that.

> Tips For Success