Take a good look at your content. If the information presents itself clearly in a one page release, an audio news release is typically the best way to go. If the issue needs a bit more explanation, setting up interviews for a radio media tour will likely be the most advantageous method for your message. Technology, health and education issues that have many facets typically warrant a discussion that can take place in a radio media tour setting. For information that is concise, such as a survey release or announcement, where a more straightforward approach works better, audio news releases are the best method to use.
With all of the radio methods, it is important to stay on message and make sure the outlets being pitched are ones that are an appropriate match based on your target demographics and message.