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Tobin Communications Podcast Is A Wake-Up Call For PR ProsRadio News Vet Dishes Up Opinions About Audio News Releases, How Publicists Can Work More Effectively With Journalists And The Future Of Radio
Recently, I had the pleasure of conducting a telephone interview for a podcast with Bob Marrone, who is news director and morning talk show host for radio station WVOX-AM, an influential community station located in the suburbs of New York City. The 11-minute podcast, which you can hear in its entirety by clicking here, covers a variety of important issues for any communication specialist who cares about best practices in securing publicity with radio stations for clients and organizations. As many of you know, I've long been an outspoken critic in the PR industry regarding what I see as the misuse of a common vendor tool, called an audio news release (ANR). Based on extensive research Tobin Communications has conducted and many conversations I've had with radio journalists across the United States, I've found that ANRs don't usually get aired by radio stations in a majority of situations and, therefore, are not prudent PR investments. Generally, ANRs are used only in the case of legitimate hard news and when the spokesperson is an elected official. Indeed, this is what my conversation with Marrone shows - and I encourage you to listen to the podcast (click here) for some fascinating insight into how radio news journalists think, how they strive to maintain editorial control and what you can do to facilitate stronger relationships with these oh-so-important partners. If you don't have time to listen to the full 11-minute podcast, click here for a 2-minute excerpt from the podcast that deals specifically with the pitfalls of ANRs. Good luck with your PR campaigns. |
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