By Maury Tobin
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).
Your Sponsored Radio Feature is guaranteed to air in its entirety on a network of several hundred radio stations through a special advertising agreement that Tobin Communications has secured. As part of that package, your SRF will also be aired on the XM and Sirius satellite radio networks.
Good luck with your PR campaigns.
Maury Tobin is the president of Tobin Communications, Inc., a firm he founded in 1996 that provides integrated campaign and digital services. Tobin earned both a Bachelor of Arts Degree in Interdisciplinary Studies and a Master’s Degree in Public Communication at American University.