Radio May Be Your Best Bet for Publicity
your looking to build your associationís brand within a particular constituency
or even the general public, hereís why talk radio should be one of your
What's the most effective
traditional medium for getting publicity to promote your association? That
depends on your audience and your message.
You may find more of your target
demographics among magazine readers than TV audiences, or among talk radio listeners
than newspaper readers. Most likely, though, you'll find at least some segment
using each of the traditional news media ó the newspapers and other
publications, TV talk shows, and talk radio.
A trickier problem is identifying
where your message will get the best reception. Print editors and news talk
show hosts and producers are looking for articles and guest interviews that
will interest their audiences. Local and national daytime TV talk shows tend to
like lighter subject matter and topics that women find helpful. Print
publications, both the paper kind and those publishing online, gravitate toward
articles linked to the news of the day.
AM/FM and satellite talk radio
has a place for all of the above ó and lots more, which is one reason I've been
an avid listener forever. I am, emphatically, a diehard talk radio fan.
Now that radio has fully embraced
digital media, it has become even more valuable as a publicity tool. I asked
fellow radio lover Alex Hinojosa, vice president of media operations for EMS
Incorporated and a major-market radio personality for 17 years, to share some
of talk radio's distinct advantages. Hereís his perspective:
- Guests get unedited access,
meaning their conversation is not edited down to a 30-second sound bite
(like TV) or a quote or two in an article (print).
- Dedicated listeners are big fans
of their favorite show hosts, which means they take the hosts' implied
endorsement of guests seriously. Simply said: If their favorite talk show
host finds you credible, they will, too.
- An mp3 file of your interview
posted on your website will continue to bolster your credibility for
months or years to come.
- Your mp3 can be posted as a video
to YouTube for more visibility. Give it the right name, and it will help
boost your association's website's ranking in Google searches.
- Transcribe the interview and then
break it up into a few blog posts, and you've got fresh content for your
- Give a great interview and the
station may turn it into a podcast, which makes it easy to share on social
also pulled out some recent research that shows AM/FM talk radio remains a
popular staple for a large and loyal number of Americans:
- We spend more than two hours a day
listening (Edison Research).
- News-talk remained king of the
airwaves in 2013 (Nielsen).
- More than one-third of 18- to
64-year-olds are "radio junkies" (researcher Mark Kassof) who "pay a lot of attention" when they listen. Another group,
"info-maniacs," listens for "practical information that
makes your life better" and "To learn things that make you more
informed." They tend to act based on what they hear on the radio.
build your associationís brand on talk radio. Not only is it still thriving,
it's more accessible than the other traditional media for people and
organizations seeking publicity. No matter what your associationís area of
expertise, there are talk radio hosts who want your executive director or other
association expert as a guest.
haven't given talk radio a try in a while, tune in the next time you drive to
work or run errands. Are there shows that might welcome your organizationís insights
betting the answer is yes.
the founder of "pay for performance" public relations firm EMS Incorporated.