Many companies send press releases to print organizations and television stations while leaving out another effective channel: radio. This can be a mistake. You can use radio press releases to promote fundraisers, make announcements and more.
There are two routes you can take to ensure your information lands on the right ears. You can distribute your radio press release solo so staff reporters have all the information they need to relay the story to their audience. Another option is to create a completed radio spot or public service announcement to accompany the release.
Creating a Written Radio Press Release
Identify a news peg or feature story angle for your release. A news peg is a timely piece of information. A feature story angle is an interesting story element that is rare or heartwarming.
Identify the proper person to send your press release to. This is usually an associate producer or a public service announcement coordinator. Research the station's website or call and ask the station's receptionist to get a name.
Address your document like a formal letter. Place your contact information at the upper right hand corner. Place the reader's name, title and address below.
Type the words "For Immediate Release" across the page like a title. Use a bold font and left align.
Create a headline for the release and place this after the title. A bold font and center alignment is appropriate for this element.
Begin the body of your release by mentioning the story location followed by the date. Abbreviate states and use dashes to separate the location and the date. Example RENO, Nev. - May 12, 2010 - Release text.
Continue your press release by outlining all the relevant information. Keep paragraphs short and use action verbs. Match the station's tone in your writing.
Creating an Audio Press Release
Contact the station and get its airing guidelines. The radio station will have requirements about length and technical standards.
Write a script lede. A lede is an opening statement that peaks interest.
Continue your script by highlighting your story's news peg or a human interest angle. Include statements from key personnel and other relevant people. Remember this is for radio so try to include elements that are interesting for the ears, a crowd applauding the introduction of a new product or staff change, for example.
Have your segment professionally produced. Have key staff members and other associates voice the piece.
Send your tape or audio files to the radio employee that handles press releases and other submissions. Include a radio press release with your spot.
Think and write like a journalist. Cover who, what, why, where and when. Place the most important information in the leading paragraphs and be accurate and factual.
- "Principles of Advertising and IMC"; 2nd Ed; Tom Duncan; 2005
- Radio image by Ewe Degiampietro from Fotolia.com