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TUNING IN

A blog dedicated to the world of broadcast and public relations

Thursday, July 27, 2006

When should I use an audio news release or audio bite line and when should I use a radio media tour?

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Audio news releases and audio bite lines are good to use when your story has one consistent, straightforward message. Also, when there is a breaking news situation, audio news releases and audio bite lines are the appropriate service to utilize, since they have such a quick turnaround time. If your issue is a little more complex—like a new medical treatment, a financial or high tech story or an issue discussed as the focus of a television program—a radio media tour should be used. A radio media tour should be used for any subject that needs a more detailed explanation or is more in-depth than can be captured in a single page press release.

Answer submitted by Susan Matthews Apgood,
President, News Generation, Inc.

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