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Arthur Perkins
Arthur Perkins
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Blog Post

The biggest radio campaign mistakes (and how to avoid them)

Arthur Perkins
Arthur Perkins
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broadcast PR campaign

Radio campaigns can be a hugely successful means to reach out to target audiences. With 90% of adults tuning in daily radio can offer a brilliant platform to get across key messaging. If you are including broadcast as part of your PR strategy, it is imperative that you have a well-executed campaign to make that you get the coverage you’re hoping for. We’ve rounded up some of the biggest radio campaign mistakes and some of our best tips on how to avoid them to help you get quality coverage.

Mistake 1: No news hook

To get widespread coverage you need a news hook to grab the attention of broadcasters. If your story is simply plugging the campaign or product you are promoting then there will be little chance that you will get the right exposure. Instead, make sure your press release stands out by finding angles to create a story that says something new, interesting and relevant.  To get an idea about how to shape your story to appeal to particular stations and programmes, spend time listening to them to get the best idea what they are looking for.

Mistake 2: No regional stats

Regional stations want regional hooks. If your story doesn’t have any regionalised research there is less of a chance that it will run across local BBC and commercials. Make sure that your story has regional statistics and talking points. Broadcasters at local stations are also most likely to run interviews with a spokesperson from their area, so that their large and loyal listenership can identify with the content.

Mistake 3: Wrong spokesperson

We recommend using a non-commercial third party spokesperson or celebrity for interviews to endorse the campaign. If a corporate spokesperson is used then there is every chance that broadcasters will be put off because the see the story as too commercial. However, a celebrity can potentially boost coverage through their star appeal and a third party spokesperson can offer an independent opinion that will be more appealing to broadcasters, than someone they perceive as too corporate.

Mistake 4: Case-studies not organised

Case studies are hugely popular with broadcasters and will often lead producers to book in for an interview earlier than usual, so this means the case studies ideally need to be confirmed before the sell-in to secure the coverage. Disappointing broadcasters because case studies for their region aren’t available is not a good thing to do, so make sure the case studies have definitely agreed to the media activity before stations are approached.

Mistake 5: Terrible interviews

To avoid an interview flop make sure the spokesperson is briefed so they’ll be on message without sounding too commercial. Broadcasters are not afraid to cut off a spokesperson if they make too many commercial mentions and equally they will round up an interview with someone who isn’t chatty and sounds dry. Through briefing the interviewee before they go on air you can make sure they are aware how they can mention brands without a commercial sting, it’s also important to prep them so they sound energetic and dynamic to engage the listeners.

The ultimate way to avoid mistakes

The ultimate way to avoid the biggest radio campaign mistakes is to put your radio day in the capable hands of a Broadcast PR agency. By outsourcing to experts you will be giving your campaign the best chance to secure the most amount of quality coverage. At Shout! Communications we know what to do to avoid these scenarios and also how to make your story stand out to journalists. If you would like to read more about our media relations strategies check out our free e-book



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