Radio is a great way to get information out that is presented in papers, presentations or panels at a national conference. You can take advantage of having all of the researchers and presenters in one place, by recording them while they are on-site attending the conference and then pitching soundbites back to their hometown markets or by coordinating a series of hometown interviews that take place while they are attending the conference, so researchers are reporting back to their hometown markets about what is happening at the conference.

Both methods provide widespread national coverage by pitching many different researchers and gives the radio stations the local information they are looking for. Your distribution and budgetary needs will determine whether the on-site interviews or the recorded soundbites are the best method to use. Generally speaking, the interviews provide a one-on-one setting that allows the spokesperson to directly interact with the radio interviewer. This method provides a high-quality of coverage on a fewer number of stations. With the soundbites, we can pitch the story to a larger number of stations, but this method doesn’t allow for station-spokesperson interaction.

Submitted by Susan Matthews Apgood,
President, News Generation, Inc.

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