Hitting the airwaves

After I filed the PR Technique for the upcoming issue (check it out... it'll focus on reaching the booming Hispanic market), I got a call...

After I filed the PR Technique for the upcoming issue (check it out... it'll focus on reaching the booming Hispanic market), I got a call from Kelley Walhof, client service supervisor at Win/Win Radio, an organization that specializes in marketing on the radio. They have established relationships with radio stations nationwide and work on behalf of clients to get messaging out to mothers and the African-American and Hispanic communities. Some of their clients include P&G, General Mills, and Kimberly-Clark.

"The biggest challenge I've found," said Walhof, "radio is hit-or-miss and hard to track." For example, with an ANR ,was it airing at the right time of day, or at 3am to fill in empty airtime? Also, unlike TV and print media where a clip comes with a visual, radio only has audio.

A couple of answers to these problems: First, a recording on MP3 or CD is a good way to overcome that lack of a tangible clip. Second, Win/Win works with DJs to weave info about a client's product or brand into the conversation or dialogue that's happening during the course of a radio program.

According to Walhof, listening to the radio during a commute is still the number one time to capture listeners, but during the day online streaming has also become popular. If you're working on any radio campaigns, send over your tips.

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