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CategoryRadio Media Tour

Success of a Radio Media Tour Depends on You

By Maury Tobin

During a recent car trip around town, I was channel surfing and happened to hear Frank Sinatra’s classic “My Way.” For most people, hearing the song conjures up feelings of nostalgia. For some reason, it reminded me of the hundreds of spokespeople I’ve worked with over the past two decades.

Looking back, the great majority of these spokespeople excelled during their campaigns, making a strong case for their issues and providing radio stations with interesting content.

But there were a few who didn’t do as well for a variety of reasons. Maybe they missed important cues during their interviews. Maybe they weren’t very interesting and came across as overly scripted. In some cases (and against our advice), spokespeople conducted interviews on a cell phone instead of a hard phone line and the sound quality was poor.

Here’s Our List of Nine Ways to Shine During a Radio Media Tour (RMT):

  1. Get media trained by a professional who has specific experience in radio. Tobin Communications provides complimentary media training as part of its RMT service. Whether you work with us to get trained or someone else, the point is to get it done.
  2. Do radio interviews on a hard phone line. While sound quality has certainly improved over the years for cell phones, hard phone lines provide the best sound quality. In addition, spokespeople need to speak directly into the phone to achieve an optimal voice level.
  3. Don’t speak in acronyms during radio interviews. No one really likes them or understands them.
  4. Who is your audience? Does the radio station reach a conservative, liberal or moderate audience? Is the station focused on straight news or is it a news/talk format? All of these factors make a difference.
  5. Typically, radio interviews come in three forms: interviews that are aired live on talk shows (usually under 10-minutes in length); short taped interviews that air as news stories; and, longer form interviews that air at a later date (up to 30-minutes in length in some cases). The key is to understand how your particular interview is being used and plan accordingly.
  6. Localize your message to the specific audience of the station by using statistics and other information that apply to the station’s geographic area.
  7. Don’t be boring. Be conversational.
  8. Since time is limited during most radio interviews, hone your key message points down to 40-seconds or less.
  9. At least once or twice during an interview, make sure you provide a website where radio listeners can get more information or take action.

Good luck with your campaigns!

No Media Relations = Less Credibility for Your Campaigns

By Maury Tobin

Let’s me say it clearly. I believe in the power of social media because I’ve seen how it can propel our clients’ campaigns.

But as traditional outreach (media relations) gets left out of many communications plans and discussions, I’m convinced that a social media-only strategy can be a big problem for organizations that want their messages to be taken seriously. In many cases, social media-only campaigns tend to look, for lack of a better term, “fake,” because these efforts are often self-serving and they lack the authenticity of independent stories produced by journalists.

Since creating believable content is so crucial today, it’s worth considering a tried and true tactic such as a Radio Media Tour (RMT) to gain credibility. An RMT is a series of phone interviews conducted by radio journalists with an organization’s spokesperson. The news coverage generated from interviews is usually more valuable than focusing solely on self-produced content. After an RMT campaign is completed, we glean audio soundbites from the interviews so our clients can share them through their social media channels.

I’ll Leave You with This

Despite all of the new tactics that are available to PR pros, we continue to believe that fostering a dialogue between journalists and the clients we serve is important, not only to our industry and clients, but also to our democracy.

Learn more about Radio Media Tours.