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Volume 11, Issue 1
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Two-Thirds of Radio Newsrooms Impacted by the Economic Downturn
by Lynn Harris Medcalf
A recent survey conducted of radio newsrooms in the top-50 markets reveals that 66% of radio stations report that their station has been affected by the economic downturn. Of those experiencing the impact of the tough economy, nearly 70% say they have laid off workers and cut their staff size, while more than 15% of stations say they have to do more with less.
Along with the cutback trend, more than 88% of stations report that they no longer have reporters dedicated to covering specific beats. In fact, of the six stations reporting that they still have beat reporters, half of those reporters are business/economic reporters who are undoubtedly covering the current economic turmoil.
What does all this mean for you as you are pitching your story? With cutbacks becoming more common, 42% of newsrooms say they are more reliant on outside sources to get stories on the air. This provides both an opportunity and a challenge in your pitching.
With reporters increasingly relying on outside sources and doing more with less, those with strong storylines to pitch may have more opportunity to get their news on the air, but that doesn’t mean that stations have become less discriminating. Since reporters are serving more as general assignment reporters and not covering particular beats, it’s more important than ever to speak in layman’s terms and bring them information that’s important to the average radio listener. And these days, that means pocketbook issues.
When asked what other elements newsrooms look for in stories, local angles and local spokespeople for interviews were mentioned by more than half of stations as being very important to getting a story on the air, followed by the impact of economic issues in their local community, as the second most relevant element of a story. Further, the survey indicates that 28% of stations said their stations no longer have time for features, with their stations covering hard-hitting, current news stories.
So, if you have a timely story or spokesperson that speaks to the current economic situation, and your story speaks to the average radio listener, your local radio station wants you!
Pitching Radio: What Newsrooms Want
by Curt Gill
We are often asked about stories that will work well on radio. One of the most important factors to consider is timeliness. Interest drives the content and relevance of the story more than any other factor. Given the climate in the country right now, economic topics are at the top of that list. For example, offering experts to explain how the stimulus package will impact each citizen is extremely compelling right now.
Radio stations want to grab the attention of the listeners and hold on to it. The easiest way to accomplish this is by addressing topics that are at the forefront of the concerns of that very audience. Everyone is being directly impacted by the dire economic state of the nation, and many of the details concerning that situation are more complex than the “Average Joe” can wrap his mind around. Radio stations are clamoring for experts to help simplify this issue and explain it in a way that allows the magnitude of the problem to be broken down to a personal interest level.
Another key to a successful radio campaign lies in keeping the story as localized as possible. Stations are always looking for a way to localize stories. Radio stations, metro area networks, and even statewide networks want information pertaining to the particular area they serve.
There are three great ways to localize a story. The first is to include an additional page of state-by-state statistics; for example, figures for average teacher salary in each state. The second is to write a shell for a script and include an area, where the local information might be added for each particular market. The last method for localizing would be to write an individual script for each market. This is the most time-consuming and expensive form of localizing a pitch.
The additional page of information is usually the most effective option, because stations can see where their state stacks up against others in every category from seatbelt usage to the number of uninsured children in their state. This gives the stations the localization they’re looking for in a cost-effective manner. Never underestimate the customized touch. The availability of local information can mean the difference between a successful and an unsuccessful radio campaign.
When developing a story for radio, the most important things to remember are timeliness and localization. Radio stations want their listeners to think that their personal needs are being addressed and answers are being provided for their particular questions. If there is a way to combine timeliness and localization into a good story, there is no doubt that a successful radio campaign will quickly follow.
Utilizing Radio in a Tough Economy
by Susan Matthews Apgood
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.
General Tips for Media Training Your Spokesperson
by Akilah Luke
It is said that first impressions are made during the first seven seconds a person meets you. If this holds true, then it’s critical that your spokesperson’s message is clear and concise from the second an interview starts. The last thing you want is for your spokesperson to come across as unsure, nervous, or uninformed about his/her position on an issue. Here are three tips for training your spokesperson effectively on how to prepare for interfacing with the media:
Tip #1 - Facing the Facts: Since news is always breaking, it’s important to train your spokesperson not to ramble, because reporters don’t have a lot of time. Instead, inform them to keep their responses direct and to the point. Be aware that the reporter is listening carefully for that pithy 15-second sound bite, and the audience has a short attention span. The spokesperson shouldn’t memorize a canned answer, but should understand key facts and figures and provide anecdotes when appropriate. A canned response sounds stiff and rehearsed, so be sure to practice your messaging so you sound knowledgeable and conversational.
Tip #2 - Master the Sound Bite: Regardless of how well you control your message and carefully choose your words, reporters will often edit the audio to break responses into sound bites they can use in news segments. To effectively create better sound bites during an interview, remember to provide information in a usable form for stations. That means mastering the art of creating valuable sound bites in order to gain better control over how your message is received. Remember, it is not what you say to the media but rather what they choose to report on that becomes the news. Your responses are a valuable part of that news cycle, so give the station what they need. The control your spokesperson has over a message all comes down to how well prepared they are, and how well they understand the current public perception about the issue.
Tip #3 - Practice Makes Perfect: It’s an old saying, but practice makes perfect! There is no better way to polish a skill than by actually doing it over and over again in a realistic setting. You cannot get any more realistic than actually recording your interview ahead of time in preparation for an interview. This may seem like overkill, however, the confidence your spokesperson will feel after rehearsing their messages many times during mock interviews will prove to be very effective. By the time the actual interview is completed, your spokesperson will come across as cool, confident, and in control.
Pitching Hispanic Radio
by Dean Thompson
When pitching Hispanic radio, it is important to become familiar with the individual markets and the content that radio stations air on their shows. Depending on the format and location, a Spanish-language station might well cover the same stories that English-language stations in their market cover. Knowing the preferences, styles and topics of interest of producers and radio hosts can really help you properly position a story. Checking station websites and listening to their shows can provide good indicators on how to present your pitches.
In addition, it is important to remember that the Hispanic market is diverse. The most successful pitches provide relevant information on geographic regions and demographics that a station reaches, just as you would for the English language station. For example, a Southeastern Florida station serving a mostly Cuban/South American audience as compared to a Southwestern Texas radio station serving a largely Mexican population would require ANRs, PSAs and interviews to be written in appropriate dialects and positioned for their specific audiences.
To give an example, an ANR on politics in Cuba most likely have the highest usage rates in Florida and along the East Coast where the Cuban population is highest, but not as much relevance for the Southwestern U.S. markets that serve a demographic that is more focused on Mexico and South America.
Another important factor to consider is many Spanish stations may have multiple audiences depending on the time of day. For example, some Spanish stations may have a Mexican driven morning show but in the afternoons the shows may switch to a South American targeted audience. Therefore, you may need to package your pitches according to what market you are trying to reach or have multiple show styles for the same station.
On a final note, remember that most producers and radio personalities are looking for stories that evoke emotion and make a connection with “their” audience, so having a pitch that relates to their lifestyle and needs of the Hispanic audience is important.
Did I Sound OK?
by Martha Sharan
Saying the right thing, sounding intelligent and commanding – that’s the goal of everyone who steps up to the microphone; both the interviewer, who serves up the questions and the interviewee, who volleys back the answers.
So what do you need to remember to score points with the interviewer, the audience and come away feeling good about your presentation?
- You are the expert – Stations have booked interviews with you because presumable you have “the” answers. They are looking forward to having you share your advice, tips, opinions, impressions, and experience.
- Be prepared – Know your topic backwards and forwards, have localized information where applicable, facts and figures, statistics, and be able to explain how the average listener can apply or benefit from the information you are sharing.
- Be aware of any negative publicity – Make sure you are aware of issues surrounding or closely related to your industry and anticipate questions that may come up as a result of bad press. Have a plan, a strategy to graciously handle the rare negative attacks.
- Never memorize a string of message points – Under pressure you may go blank. That’s when you are in trouble. Listen to each question and respond accordingly.
- Add personality and humor, where appropriate in your interview - There’s nothing worse than having to “pull” answers from a spokesperson or turn “boring, one-word answers” into a dynamic experience. Be honest with yourself. If you have a more wooden personality, can’t roll with the punches, or aren’t passionate about your subject, don’t go on the air.
- A successful interview will have “give and take” – Interviews are not a one-sided conversation. Interviewers, as well as interviewees have to be careful not to steamroll over each other, but to have the give and take that makes the interview experience enjoyable for both.
- Don’t multi-task while doing a radio interview - Stay focused on the interview, not your watch or your computer.
For those booking interviews, the best thing you can do is give your spokesperson some insight into the station, the interview style of the reporter, producer or host that will be conducting the interview and the reason the interview was booked.
Sometimes reporters have strong personal reasons for doing the interview, or simply strong personal interest in the subject matter. Having that information can make the spokesperson more relaxed about the interview and in tune with the way the reporter is positioning the story.
Tuning In newsletter is produced and distributed bi-annually. The goal of the newsletter is to educate clients on radio trends and industry tips, as well as highlight case studies and release survey information.
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