There are many outlets that PR professionals use to generate publicity for their clients, and radio tours are one of them.
Although radio is not as popular as television, mobile technology or the internet, it is still an effective media resource for increasing visibility and reaching an audience. The most effective way to generate publicity from radio is to launch a radio tour. This involves touring several radio stations, locally or nationally within a thirty day period. There are two key things required to make the tour successful and that is organization, and a good marketing plan.
The first step in preparing a client for a radio tour is creating a customized media kit. A media kit will be needed to send to radio station contacts. Although hard print kits are still used, most media contacts (including radio show hosts) prefer receiving them in a digital format. This way they can easily store all the kits they receive digitally. A customized media kit will include specific client information; however there is standard information that should be included in all media kits. This includes a brief bio of the client, a list of client media clips and interviews, a demo CD (if your client is a music artist), and direct contact information for the client’s manager, record label representative, or publicist.
The second step to setting up a client radio tour is determining what demographic market your client is trying to reach. If your client is an up and coming R&B artist, you will want to target local urban radio stations. Once you identify the stations the next step is to find out the name of the station’s show coordinator or talent director. The best way to keep track of this information is to set up a spread sheet. Make sure to create a “notes” column in the spread sheet so you can include any specific requirements or details for submitting your client.
The next steps are to follow-up with the radio station coordinator or director, and provide them a brief overview about your client. If they have an immediate interest, try to confirm a date and time your client can appear on their radio show. If the radio station does not have an immediate guest opening for your client, ask if you can follow up with them in a few weeks. Always ask if they prefer the follow-up be via phone or email.
Once you have a set date for an interview, confirm whether the radio show hosts wants to conduct the interview in their studio or over the phone. A little tip: conducting phone interviews saves your client time, and allows them to interview on more radio stations. Finally, make sure you “tape” the interview and download it on your client’s website.