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This article appeared in O'Dwyer's PR Report, April 2008
GREEN RADIO TURNS PROFIT, EDUCATES PUBLIC
By now, everyone's heard of green buildings and green energy. What some may not know, however, is that the green movement has now come to radio.
Today, there are countless stations around the country that are dedicating time to green issues, introducing programming that supports green living and even initiating green business practices by using renewable energy like solar and wind to provide the airwaves' power.
Given radio's extensive reach, the green movement is being recognized as a potentially powerful tool in the overall effort to combat climate change.
Stations that have gone green also see a bottom-line dollar sign advantage in doing so, but they also recognize the potential to fill an important public need - the sharing of crucial information on the state of the environment and the future of the planet.
John Scott, Director of AM Operations at KKGN Green 960 AM in San Francisco, said his station's move to green was a natural progression. "The idea was to flavor an existing progressive talk radio station with programming and features that focus on sustainability and green living," Scott said. "Much of the green brainpower is in the nine-county Bay area, the same place the Internet was primed for it's eventual takeover of the planet. It's an obvious marriage."
KKGN is now a leading green voice on terrestrial radio. While Scott said the station develops its own news, its website offers a place for listeners to suggest local stories that have an environmental angle.
Crosses partisan lines
The green trend is by no means limited to progressive radio. KTRB in San Francisco, a talk station with a decidedly mixed political leaning, has also introduced green programming. Called "Green Seed Radio," the program runs for one hour every Saturday morning and is meant to "inform discussions on the latest in green innovation and current environmental topics surrounding green living."
WXRV (92.5 FM) "The River" is an independent radio station in Boston that dedicates a section of its website called Green Up New England to green issues, listing recycling centers, and recognizing green builders. WXRV is a rock station, playing everything from Joss Stone to Van Morrison, but they also incorporate green tips and features on-air. In addition, it uses solar power to relay its signal.
According to Ron Bowen, operations manager at WXRV, the decision to go green was driven both by a personal passion among the station's management and also as a way to respond to a progressive adult audience. Because "green" is such an integral part of the station's image, the station is very much a conduit for green information for listeners.
"We have seen an increase in people pitching us environmental stories," said Bowen. "We have had advertisers come to us saying 'I want to be part of what you're doing.' But we not only get pitched stories by PR people, we also have listeners regularly call us and tell us about environmental stories."
Continuing the trend toward green is WTGB 94.7 FM, a rock station broadcasting throughout the Washington D.C metropolitan area. Known as "The Globe," 94.7 WTGB was launched in February of 2007 as CBS radio's first green focused radio station.
As part of the station's stated mission to promote the health of the planet, it has begun using hybrid promotional vehicles, branding promotional events with the "green" tag and working to provide listeners with information on living a greener lifestyle.
Michael Hughes, General Manager of WTGB, said his station is excited to be on the forefront of a position that is now being embraced not only by citizens but also by companies and corporations of all sizes. He describes the station's programming roster as "an opportunity to reflect a growing interest in living a more responsible lifestyle."
The green pitch
In today's world, where environmental issues are dominating so much of the news, a good pitch for an environmental story, targeted to a station that features environmental programming, should earn its place on the air. Staying on top of trends can only help in knowing how and whom to pitch stories.
In our business, targeted pitching is always preferred, and knowing which stations are airing green programming and which stations have picked up independent green programming means that we can enhance targeted pitching of stories. Environmental, energy conservation, and utility stories are all attractive issues to stations that are increasing their focus on going green.
In radio media relations in particular, it is important to stay informed of developments because changes can happen quickly and with little notice. Personnel and formats can sometimes be switched overnight, and the modern rock station you listen to on Wednesday can be a Spanish talk station by Thursday morning.
Similarly, when a station begins to focus on green issues, it is important to be aware and be adept enough to tailor pitches accordingly.
Pitching stories is the bedrock of successful radio media relations. Knowing who accepts pitches and who doesn't, what their focus is, which reporters cover which issues and when a particular focused programming airs, will make pitching a story to a radio reporter a much more seamless process.
The growth of green radio is a slow but steady drumbeat. And the growing importance of the green movement ensures that more stations will begin to incorporate green programming into their lineups.
Staying on top of these changes is a critical element to ensure we can best serve our clients, and that the important issues of the day - those that affect our families, health, and future - earn their place on the air.
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Copyright 2008 O'Dwyer's PR Report. Reprinted
with permission by the Public Relations Society of America
(www.prsa.org)
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