Broadcast Resources


A blog dedicated to the world of broadcast and public relations

Monday, February 16, 2009

Radio Media Tour vs. Audio News Release


What are some of the ways an organization can determine whether to use a radio media tour or an audio news release to get exposure for an issue?

Audio news releases work when the story has one consistent, straightforward message. A general rule of thumb is: if a story can fit on one page, with double-spaced lines, then the issue is straightforward enough to use an audio news release. Also, when there is a breaking news situation, an audio news release is the best method to use since it has such a quick turnaround time.

If the issue is a little more involved and warrants more explanation than a 60-second release can contain, consider a radio media tour. For issues such as new medical treatments, a multi-faceted financial or high tech story or an issue discussed as the focus of a television program, a radio media tour is the best option. That way spokespeople can really interact with reporters to provide more explanation of their issues and maximize their on-air time. And, it also gives the reporter the opportunity to take a certain angle they may be interested in.

Posted by Susan Matthews Apgood

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