WASHINGTON: The National Association of Broadcasters (NAB), a trade association that represents some of the nation's most powerful broadcast media companies, is seeking a firm to shoot down myths about the US' radio stations and ownership.
The NAB intends to use PR to educate opinion leaders, government regulatory agencies, and reporters who cover its jurisdiction. The campaign is primarily a media relations effort to "attack and neutralize negative perceptions about the industry."
Some critics accuse the industry of consolidation and uniformity in programming.
Dennis Wharton, NAB's SVP of communications, said the criticism was "grossly untrue," noting that radio has nearly 10 times more owners than the newspaper industry, and citing Spanish-language radio's growth in the US.
NAB has issued the RFP to "more than 10, but less than 30" agencies in the country to help it develop and launch an educational campaign about radio. The Washington Post has reported the budget at $250,000.
Wharton said there is no set time for the campaign's launch.