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When you work with Boom, you’re partnered with a team of seasoned broadcast public relations professionals who understand there is no "one-size-fits-all" when it comes to getting your message on air.

A co-op, or cooperative SMT or cooperative news package combines complimentary clients, services or products within an interview segment or package that is then offered to stations for air. The appeal? You or your client can participate in a broadcast tactic for a fraction of the cost of your own segment or package. Based on our experience, a co-op may or may not deliver a strong result for you and/or the client.

For any co-op tour, we first consider client objectives. Boom Broadcast does not produce traditional “co-ops” for a number of reasons, the biggest being that we have not seen, in our 15+ years of experience in broadcast PR, that the co-op consistently delivers results to all participants. In addition, many stations are backing away from this format, as it tends to be overly commercial.

However, this strategy MIGHT be right for your objectives. Our approach is to evaluate the project, and if a co-op seems a fit, offer you guidance on getting the most out of it. Typically our best counsel is to consider what the objectives are for your client, and closely evaluate what broadcast tactic might deliver the same or greater value:

  • Is a visual key to your communication objective? If not, radio might deliver stronger ROI for the client.
  • What are your broadcast “assets”: a new product, existing visuals, an expert spokesperson, new study
  • Do you have any existing marketing partners that may benefit from combined messaging?
  • Do you have any existing marketing partners that may benefit from combined messaging?

If you do decide to participate in the co-op, here are a few considerations/guidelines to help you get the most from the tactic:

  • Find out how many participants there will be. If there are more than three participants/products you may get short-changed on your mention or your messaging.
  • Ask for a recent rundown. Most co-op producers either just do co- ops, or have a dedicated co-op team. Ask them for a recent report or rundown/schedule so you can see the caliber and number of stations your tour is likely to achieve.
  • Find out where in the interview your message/product will be mentioned. Often, an interview can be cut short and if you are at the end of the talking points you may be cut out altogether.
  • Confirm budget. Usually co-ops should be in the $9,000 range. Negotiate if it’s higher than that.
  • Get an interview flow up front. Ask the producer to provide a specific interview flow so you know going in exactly how the tour will flow, where your mention will come, what the call to action will be, and how many tips/items the spokesperson is covering.

Finally, there just might be broadcast alternatives that better fit the client’s objectives or budget. We might offer an approach you haven’t thought of and it may deliver a stronger impact for your client. Let us know if you’d like to talk in detail

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Are you using radio to get your message heard?  Why not?  Radio media tours or “RMTs,” give you the opportunity to spread your message to a broad audience, and can help if you are trying to reach a specific demographic or target only certain key markets.

Are you using radio to get your message heard?  Why not?  Radio media tours or “RMTs,” give you the opportunity to spread your message to a broad audience, and can help if you are trying to reach a specific demographic or target only certain key markets.

A radio media tour is also cost-efficient. Your RMT might include placements on 1 – 3 syndicated networks – which means that one interview airs on hundreds of stations across multiple markets – delivering an outstanding return on investment for a broadcast tactic.

RMTs also have a number of other advantages. Radio interviews are often 6-8 minutes long, where most TV interviews run for 3 minutes or less.  So – radio provides more time for your message to be worked into the interview and spokespeople tend to have more latitude with key talking points during the segment.

Radio interviews can also include listener call in – which can lead to more airtime and engages the audience in your message.  And, radio audiences also tend to be the more responsive with call to actions.

And, when searching for the perfect radio tour spokesperson, be sure to look for a personality that will resonate with the demographic you are targeting.   If you want the FM morning zoo-type shows be sure you have a music personality, sports star or celebrity that fits this 20-something demographic.

Once you’ve chosen an expert, celebrity, or company spokesperson you are ready to craft an interview that will be of interest to radio programs during morning drive across the country.  And always remember, Boom can help with all of these elements along the way.

Radio media tours are a strong, viable, cost-effective tactic to get your message out to a broad audience. Keep them in mind during your next planning session.

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