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ANRs Are The Big Losers In Most Radio Newsrooms - To Find Out Why, Listen To Our New 2008 PodcastOur Advice: Instead Of Audio News Releases, Go With Sponsored Radio Features And Radio Media Tours
For our new 5-minute podcast, we interviewed an important gatekeeper and news decision-maker in the radio business: news director Dr. Rus Jeffrey, who works at WACK-AM in upstate New York. In a frank discussion that is meant to provide insight into how radio journalists think, Dr. Jeffrey says, "A 60-second PR so-called news media release is just not going to get any airtime with me at all." Dr. Jeffrey's comments shouldn't be a surprise to PR pros. Tobin Communications has conducted extensive research on the subject and through the numerous conversations I've had with radio journalists across the United States, I've found the same thing over and over -- that ANRs don't usually get aired by radio stations in a majority of situations and, therefore, are not prudent PR investments. However, there is another tool instead of an ANR that can be utilized quickly and cost-effectively to reach radio audiences. We call it a Sponsored Radio Feature (SRF). Each 60-second SRF produced by Tobin Communications is guaranteed to air in its entirety on a network of more than 800 radio stations through a special advertising agreement that we've secured. As part of that package, your SRF will also be aired on the XM and Sirius satellite radio networks. To learn more about our Radio Media Tour, Sponsored Radio Feature, Telephone Media Training, Podcast and Highlight Reel services, click here. Good luck with your PR campaigns. |
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