Should multimedia press releases be part of all PR programs?
"Whether your PR plan concerns product introductions, service innovations, issue awareness, crisis management, consumer acquisitions, or promotions for special events, digital press releases are essential in delivering your information directly to consumers in today's fragmented media environment," says Larry Thomas of Medialink.
Professional communicators are increasingly becoming aware that they can no longer rely on one media platform to maximize the effectiveness of their campaign, he adds.
"Audiences are migrating toward the Web," explains Thomas. "Your clients must take advantage of this trend."
Broadband, he continues, has created another venue for PR video content to be repurposed with the consumer's ever-increasing "need for speed" in mind.
What's the best way to create a radio media list and begin pitching radio producers?
"One way to get a radio media list is to buy one outright," says Lu Ann Sodano of KEF Media Associates. "Be sure your list includes telephone numbers and, even better, shows and producers with each station."
But if you're on a limited budget, she adds, consider searching online for "radio" and your desired geographical location. The sites often list the station's format.
"You might need more creativity to glean a phone number," advises Sodano. " Try the 'contact us' section of the Web site. Some have 'news tip' e-mail addresses to contact them. Worst case is a call to the station asking for the names of producer and shows in an effort to gauge relevance to the news you want to pitch."
What are the attributes of a strong audio news release?
"Make sure you have a newsworthy story," says Susan Matthews Apgood of News Generation. "Think about the stories you hear on the radio that you find compelling. Use that as a guide. If your story is newsworthy, timely, and relevant for a station's audience, reporters should find it useful.
"Consider using third-party spokespeople to give balance to a story," she adds. "The president or CEO of a company can't provide that. They are too close to the organization."
One thing to be mindful about, Apgood notes, is the number of corporate mentions. "The corporation or organization should be mentioned only once within the ANR," she says, "and [not al all] within the sound bite of the piece."
Aren't live interviews for radio media tours better than taped ones?
"Not necessarily," says Joseph Balintfy of North American Network. "The advantage of a live interview is that you know your spokesperson is getting on the air right then."
However, a big disadvantage to a live interview is that once it airs, that's often it. A taped interview may air many times over a few days, thus reaching more listeners.
"With live interviews, if your spokesperson misspeaks, there's no chance for making a correction," Balintfy notes. "A taped interview can be edited for mistakes, but may also be trimmed for time and content by the interviewer."
There's less margin for error with live interviews, he adds. "A taped interview can make more impressions through repeat broadcasts and edited variations of the story."