A blog dedicated to the world of broadcast and public relations
Sunday, April 5, 2009
Utilizing Radio in a Tough Economy
Everyday the news provides us with more stories about how things are tough all over for many Americans. And, with not a lot of news of a turnaround any time soon, all of us from Main Street to Wall Street are making sure we are using our resources wisely and getting the biggest bank for our buck. In this tough economy, many communicators are getting back to basics – using tried and true PR methods like media relations to communicate their messages, and this often means turning to radio to get the most bang for their PR buck.
According to Arbitron, far more than 90% of all consumers 12 and older listen to the radio each week — a higher penetration than television, magazines, newspapers or the Internet. In fact, because radio’s popularity and reach remains consistently high, it is, by far, the most cost-effective way to get important messages out. With radio listeners in the car, at home and at work, reaching a radio listener is the lowest cost per point of all the broadcast mediums. With the average cost of a radio outreach project at about $5,000 and the potential reach for an audio news release or radio media tour in the millions of listeners, radio is the most cost-effective of the broadcast media relations methods. But remember, having a strong message or a good story to tell is a necessity to pitch radio.
Since radio is highly targetable, it has the built-in ability to reach the exact demographics and geographics clients are looking to reach. In our experience pitching radio for the last 12 years, we have found radio outreach to be so responsive that clients determine it’s often the best way to get to people where they live, work and play, with key messages in a way that no other medium can match.
We have seen some exciting recent developments in radio, including the growing popularity of radio stations using podcasting to extend their listening day, as well as other value added components to traditional radio, including HD radio and satellite radio programming. These developments incorporate new technologies to radio’s traditional broadcast, providing listeners with the best of both worlds. Whether they’re in the car or on the Internet, listeners can find their favorite stations and the news, programming and entertainment to inform and enlighten them throughout their day.