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.

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