How do we leverage America's love of DJs to help spotlight a client's product or service using radio promotions?
Customized radio promotions in target markets that include DJ endorsements can help, says Zcomm's Ris‘ Birnbaum. "There's nothing more powerful than your favorite DJ telling you how much they love that special brand of coffee, vitamins, or moisturizing cream," she explains.
"We're also able to research DJs with gray hair to talk up hair color or those who are vegetarians who love soy foods," adds Birnbaum. "It's the most credible, promotional way to gain listeners' attention, increase awareness, and drive sales."
It's also easy to target the radio formats that reach the demographics you look for, she says. "Promotions can be negotiated to ensure that your client's product receives more than spots and endorsements, such as Web links, sampling opportunities, interviews, and more," notes Birnbaum.
How can infographics improve our presentations?
Presenters too often lull an audience to sleep with a presentation riddled with bullet points and clip-art clichŽs, says Lori Wilson of Funnel. "Poorly crafted presentation materials can do more harm than good," she adds. "Infographics are a concise, more creative visual representation of concepts, which makes them ideal tools for captivating an audience."
A custom-designed infographic solves difficult communication problems by prioritizing key messages, identifying pain points, and building group consensus. "The right picture can reduce the number of slide frames and draw an audience in to build understanding quickly," she continues.
Infographics and a common visual language of colors, headers, and symbols maintain a consistency in look and content that help organizations differentiate themselves from competitors, enhance retention of key messages, appeal to multicultural audiences, and reinforce brand image, adds Wilson.
The high utility of infographics makes this form of communication cost-effective, as well. "Many departments within an organization typically benefit from a presentation overhaul," she says. "The presentation improves and the graphics can be repurposed for handouts, Web sites, and exhibits."
Selling soft news
I have a product message that isn't exactly newsworthy, but the client insists on radio coverage. Is there any way to get PR for softer-news stories?
Even with consumer topics that don't qualify as hard news, there are effective techniques to get radio coverage, says Bob Tebo of North American Network. "One 'hybrid' technique is producing a series of features and packaging them on CDs," he notes. "Your story should still sound newsy, like an ANR, but be sent without bothering busy reporters with a pitch."
If your story is evergreen enough and written with the right combination of information and entertainment value, this kind of 60-second feature can air as news, a PSA, or as fill-in for gaps in programming. "These kinds of features [can] run multiple times for several days or even weeks," adds Tebo.
It's vital to target outlets very carefully and find the right contacts at each, he advises. "Busy major-market stations probably won't have time for your messages, but there are hundreds - even thousands - of mid- or smaller-sized stations that will," Tebo adds. The program, public affairs, or public service directors at those stations often look for this kind of multi-use programming. So for those softer topics, try seasonal hooks, write with an eye for a long shelf life, and mail the material on a CD.
Send your questions to firstname.lastname@example.org. Please contact Lisa LaMotta if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.