Audio news releases and audio bite lines are good to use when the story has one consistent, straightforward message. A general rule of thumb is: if a story can fit on one page, with double-spaced lines, then the issue is straightforward enough to use an audio news release. Also, when there is a breaking news situation, either an audio news release or an audio bite line can be utilized, since they both have a quick turnaround time. If the issue is a little more involved and warrants more explanation than the contents of a 60-second release — issues like new medical treatment options, a multi-faceted financial or high tech story or an issue discussed as the focus of a television program ­ a radio media tour is the best option. That way spokespeople can really interact with reporters to provide details and maximize their on-air time.

Posted by Susan Matthews Apgood

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