UPDATED 2/14/25

Your brand’s newsworthy story is best told through your spokesperson engaging with the community at the right place and the right time and then amplifying this message through targeted distribution. An effective tactic for achieving this is a radio media tour (RMT).

An RMT is a series of back-to-back radio interviews over the course of a morning between a radio personality in a local or national market and a company spokesperson or talent.

Who’s Listening to Radio?

Despite new and emerging technologies, radio’s mass appeal is alive and well, reaching more American adults than any other platform – 41% of the listening time of U.S. adults.

Nielsen data shows that radio has a far reach with multiple audiences:

  • Radio reaches 98% of the adult population ages 18 through 49, especially country music listeners.
  • Both men (97% or 65.9 million) and women (98% or 65.4 million) use radio in large numbers.
  • 93% of teens ages 12 to 17, with pop being the most popular format.
  • Listenership is especially high among non-white listeners. 99% of Hispanic people over the age of 12 and 98% of Black Americans over the age of 12 are reached each month by radio.

Why Do a Radio Media Tour?

An RMT is an effective public relations/PR tactic to reach target audiences with authentic conversations and key messages. Minimal logistical constraints (only need a conference line and phone) allow a quick turnaround for quality interviews.

The benefits of an RMT include:

  • Reach 92% of American adults each week – more than any other platform.
  • Viewed as more credible and trustworthy than traditional advertisements because radio interviews are usually more conversational and less promotional.
  • Maximizes spokesperson interaction with reporters and hosts because radio interview segments tend to run longer than TV segments.

Here’s one example of a successful radio media tour – perfectly timed at the beginning of tax season with tips the audience could use right away in preparing their taxes.

What’s Included with an RMT?

4media group’s experts work with your team to find a newsworthy angle, pitch the story, secure the interviews, get the right technology in place, monitor the tour and deliver a report of the air dates and reach once the tour is complete. Plus, 4media group will produce a 60-second audio news release and give you copies of each interview in case you want to further amplify your message.

Radio Media Tours will get you the airtime your messaging deserves – in front of the audiences who want to hear it most. Part of the success of a radio media tour is the ability to target local markets and the audiences who match your content best. And because they’re often presented as educational pieces, RMTs can provide valuable new information while seamlessly incorporating organic product mentions without seeming promotional.