PR radio days are bigger and better than ever. As one of the most powerful broadcast mediums, as a nation we are obsessed with radio. And with good reason – it’s an engaging, interactive way to showcase content.
With millions of us tuning in weekly to our favourite radio stations, it’s a great way to get your client’s voice, and your client’s story, heard quickly, and usually in more detail than in a newspaper clipping. In short, they’re for perfect for total immersion. So, how do PR radio days work? And how can we make them work to your client’s best interests?
What is a PR radio day?
A PR radio day involves an agency inviting a chosen spokesperson who conducts numerous interviews for a PR campaign, usually across both regional and national radio stations. Clients will be briefed before the PR radio day commences, normally with a cue sheet, which will give them a run-through of the day and the stations that they will be talking to. Ordinarily, the spokesperson will be talking to multiple stations on the day, and it’s up to the PR agency to find the ‘hook’ or ‘plug’ in the story to make sure that when listeners tune in, they stay on the channel. It’s also up to the agency to find suitable interviewees for the chosen topic, so that the campaign maintains relevance, interest and most importantly, public engagement.
How are PR radio days effective?
PR radio days are effective for many different reasons. Radio stations are always looking for new and exciting content to broadcast, so they’ll jump at the chance to showcase your client if you’ve got a strong story idea. From the broadcaster’s point of view, they get access to quality content and guests that they may not have be able to otherwise, and they’re reassured by the fact that an agency is on-hand to bring out the best and strongest points of the campaign. For them, it’s quality, hassle-free airtime.
From the client’s point of view, it’s an opportunity for them to connect with the public and to get them to trust and buy into their campaign. It’s a known fact that radio gets a massive response from its audience – you only need to listen in on breakfast show shout outs to realise this – so clients will trust that listeners will take action – no matter what that might entail.
Radio is also one of the most accessible platforms in which we consume content. People listen to the radio all day, every day, in a manner of different ways. For example, some may be listening whilst they’re driving to or from work, streaming it to their phones whilst they’re cooking dinner, or even whilst they’re running on a treadmill. People could be doing all of this whilst absorbing content from your PR radio day.
Another important point is that by taking part in a PR radio day, clients can home in on a particular audience. Different radio stations tailor to different character traits and hobbies, so a PR agency can ensure that the story is being broadcast on the most appropriate channel for the campaign. Another reason why radio days are so effective is the way in which the public absorb radio now – many people stream their radio stations over the internet, so interested listeners could be on a client’s website in seconds.
How does 4media group run PR radio days?
Our PR radio days are just that – a full day. With that in mind, our seasoned team of broadcast PR specialists sit in with our clients all day, every radio day. The most important aspect of a radio day is making sure the spokesperson is comfortable and relaxed. To aid this, we share the cue sheet, or spokesperson brief, with them before they come into our office, so they know exactly what to expect. We also offer to coach the spokesperson before the radio day begins to make sure they know what to say and when to say it, and even offer for them to come in before so they can get to know our in-house studios better.
Campaigns aren’t always straight forward. The client may have an idea of the message they want to share with the public, but might not be sure how best to relay it. We work with our clients to find the story’s hook, find relevant spokespeople and use methods to uncover the best ways to translate the campaign’s key messages across to the audience in their PR radio day.
Different audiences listen to different channels. This means that different channels will require different tones of voice or even slightly different conversation tactics. We can make sure that the spokesperson’s speech is tailored to the right audience, so the client’s campaign gets the best possible engagement.
Finally, if you’re looking for a media tactic to drive an engaging story with substantial reach, our media team is comprised of industry professionals who would love to help you out. And don’t forget to reach out!