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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.

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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.

Boom Broadcast is ten years old. However, I’ve been involved in broadcast media relations for over 20 years (oh…that is painful to type…) In that time, terms like “hard copy,” “beta,” “VNR” and even “satellite feed” give way to “digital upload,” “H-dot-two-six-four,” “broll & bites,” and “digital delivery.”

But while the technology changes, the essence of media relations really hasn’t. Even if it’s “sponsored content” what matters is delivering meaningful stories or messages to the appropriate news outlets to reach your desired audience.

While rumors of our industry’s demise have risen and fallen over the years, hype for the newest tool in the bag comes and goes. Whether the banter focuses on PODCAST (remember when you had to have one?), SOCIAL, DIGITAL or (and I love this one..) TRADITIONAL media tactics…none can really survive alone to deliver a robust or even complete PR plan.

Last fall I had the pleasure of a referral by a long-time client to their PR agency who “specialized in digital.” As we chatted about the successes we had over the years with our common client’s brand, I mentioned radio as an effective outlet for other brands they represented. I articulated what a radio news release was, and how a radio media tour worked. A few weeks later I had a call from one of those who was at the coffee shop where we met. They were over the moon about a demand at the agency for more information about this great idea: Radio. Yes, Radio. These staffers were having a new and gushing love affair with this old stand-by. I’m sure, at this agency, Social was seething…but fear not Social. There’s room for all of you! If you just hold out long enough, the pendulum swings back and all these outlets and tactics can play nice to deliver a strong, if not stellar, media mix for your PR plans.It Swings...

Today’s Boom-in-the-room will explore why radio media tours work well to get your message out.

Radio media tours or “RMTs,” afford you the opportunity to reach a broad audience with your message. It can also be the right tactic if you are trying to reach a specific audience demographic or specific markets.

A radio media tour is also cost-efficient. Unlike television outlets, your RMT might include placement 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.

RMT STRENGTHS

  • Longer interview segments than television
  • Can sometimes include listener call in
  • Radio listeners tend to be active listeners and respond well to call-to-action
  • Spokesperson can typically have more latitude with message points
  • Extremely cost-efficient, as with 1-3 nationally syndicated interviews secured during each tour

RMTs have a number of other advantages. For instance radio interviews average between 6-8 minutes whereas television interviews are approximately 3 minutes or less.  So radio affords more time for your message to be worked into the interview.  Another strength?  Radio interviews can include listener call in – which can lead to even longer interviews that engage the audience.  And, the radio audience tends to be the most responsive when asked for a call to action. Finally, in general we find that spokespeople have more latitude with the key messages during a radio segment.

So when evaluating a spokesperson for a radio media tour it is important to look for a personality that will resonate with the demographic you are targeting.   For instance 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 that these outlets are programming for.

Once you’ve chosen an expert, celebrity, or fascinating spokesperson you are ready to craft an interview that will be of interest to radio programs during morning drive.  Remember, Boom is here to help with all of these elements along the way.

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

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