Radio PR campaigns stay probably the most efficient methods to get your story heard by tens of millions. With 86% of the UK population tuning in each week, a well-executed broadcast PR marketing campaign can ship tens of millions of impressions and provides your story the human contact that written content material can’t match.
As an award-winning B2B PR agency, we perceive the worth of taking the most effective bits of conventional PR, and amplifying them by new and totally different channels.
When planning and launching any marketing campaign, there are a great deal of shifting components, and that is very true should you resolve to carry broadcast into the combo. When organisations don’t put together their spokespeople, have obscure messaging or weak artistic, a broadcast day can shortly go from an integral a part of a PR marketing campaign to a flop. Having run a bunch of profitable broadcast PR campaigns, we’ve put collectively six suggestions that will help you get probably the most out of yours.
Right here’s how one can run a radio PR marketing campaign that hits the suitable notes.
Radio PR marketing campaign planning
| Component | What to do | Why it issues |
| Story angle | Select a contemporary, newsworthy hook that sparks curiosity. | Newsrooms are on the lookout for content material that’s contemporary, related and will get listeners speaking. |
| Media pitching | Pitch radio producers and print/on-line journalists with one clear takeaway. | Campaigns work hardest when each channel performs the identical tune. |
| Timing | Examine media diaries, keep away from main occasions, purpose for quieter information days. | Unsuitable timing means your story will get buried by breaking information. |
| Schedule flexibility | Maintain spokesperson accessible 8am-2pm minimal for last-minute bookings. | Most radio alternatives come by on the day itself. |
| Spokesperson choice | Select somebody assured, media-trained, and genuinely educated – not simply senior. | A nervous or unprepared spokesperson doesn’t construct a very good fame. |
| Studio setup | E book an expert broadcast studio with technical help and producer. | The suitable surroundings makes certain the sound is obvious, your spokespeople are correctly ready and also you get the highest quality output. |
1. How to decide on a narrative in your broadcast marketing campaign
Your studio slot is brief, so your story must hit the suitable messages. Newsrooms need content material that’s contemporary, related and will get listeners speaking. Plus, you probably have a widely known spokesperson with one thing to say, that may assist generate curiosity.
If the angle’s already been carried out, take into consideration how one can personal it. Ask your staff, your media relations agency and your broadcast accomplice for concepts – they’ll know what sparks curiosity. A centered, punchy story all the time beats a obscure one.
2. Learn how to coordinate your print and on-line PR actions
Your broadcast PR marketing campaign works hardest when each channel performs the identical tune. Pitch on-line and print journalists a day earlier than the published so your viewers reads, sees and hears your story without delay. Level them to 1 clear takeaway – often a brief hyperlink or hashtag that sticks.
It’s additionally necessary to ensure the messaging of your model, the story of the model, and the rationale this marketing campaign exists within the first place don’t get misplaced. Ensuring the connection is there and that it’s straightforward for it to return by in interviews is a difficult – however an necessary – aspect of the story era and moulding course of.
3. When to schedule your broadcast marketing campaign
We suggest doing the whole lot potential to keep away from planning your radio PR marketing campaign on the identical day as one other main occasion. The bigger occasion will inevitably eat all the media’s consideration, leaving your efforts far much less efficient than they might in any other case have been.
Examine media diaries and purpose for a quieter information day. Plan your promote a couple of week forward, keep alert to last-minute adjustments, and settle for that information generally steals your thunder.
4. How to decide on – and practice – your spokesperson for broadcast interviews
Your spokesperson performs an enormous function in getting the message throughout and producing media curiosity, so it’s not one thing to do by halves. The spokesperson wants to have the ability to communicate confidently on the subject and, ideally, has a historical past and fame within the trade.
It’s completely legitimate to decide on somebody from inside your organization, however media training is non-negotiable. It’s additionally preferable that the spokesperson has engaged with the media earlier than, as this reduces the danger of nervousness.
Attempt to not let firm politics play too huge a task in selecting the spokesperson: if the CEO is the perfect individual from an issue and charisma perspective, that’s nice. If not, examine your different choices, because it’s all the time higher to have somebody who’s assured talking in regards to the subject than somebody senior stumbling or making easy errors.
When you’ve chosen your spokesperson, the subsequent step is to organize them in your radio PR marketing campaign:
- Temporary them on each element of the announcement.
- Throw them questions designed to place them off stability.
- Do your homework in regards to the numerous personalities that they’ll be talking with all through the day.
5. Why flexibility issues in radio PR campaigns
One problem with any broadcast marketing campaign is managing scheduling on the day. The unlucky actuality with a radio PR marketing campaign day is that many alternatives will solely come by on the day itself – should you’re fortunate, they’ll come by the day earlier than.
Broadcast schedules shift quick, so preserve your spokesperson’s diary unfastened from 8am until 2pm and ideally a lot of the day, and ensure they’re prepared to leap on late requests.
And don’t neglect about native radio: a whole lot of regional stations attain loyal audiences, so tailor just a few regional stats or tales should you can – it exhibits you care about their patch.
6. Why you want an expert broadcast studio for radio PR
If you need your radio PR marketing campaign to be a hit, you need to have your spokesperson in a devoted broadcast studio for the day to ensure the sound is obvious and the tip result’s skilled. This could include a producer or technical specialist who can make sure that tech doesn’t allow you to down, and may also help you handle the logistics of the day.
Key takeaways for working a radio PR marketing campaign:
- Discover your hook: A centered, newsworthy story grabs producers quicker than any press launch ever may.
- Sync your channels: Line up your radio, print and digital exercise so your story lands in all places without delay.
- Plan across the information cycle: Keep away from crowded days and control what else may steal your airtime.
- Prepare your spokesperson: A assured, media-savvy voice can flip a very good story into a terrific interview.
- Keep versatile: Be prepared for final‑minute shifts and don’t overlook the ability of native radio to develop your attain.
Wish to be sure your broadcast day is a hit?
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