Although there are a number of ways to disseminate information in the digital space, audio news releases (ANRs) remain an effective way to reach consumers, particularly when the message is compelling, concise, and easy to understand.
These short, 60-second audio packages, containing one or two sound bites from a client, can be distributed to radio outlets across the US, but are more often picked up by stations in smaller markets.
As such, ANRs work well in presenting targeted news on local issues, says Susan Matthews Apgood, president of News Generation.
“You're able to reach people when they're listening and where it matters to them,” she explains.
This doesn't mean ANRs have no value in large markets. Outlets in bigger markets often pick up releases produced and distributed with a specific demographic in mind, adds Richard Strauss, president of Strauss Radio Strategies.
“There is placement potential in those larger markets,” he notes, adding that some large-market stations will use sound bites rather than the whole release.
Besides satellite distribution, ANRs produced in MP3 format can also be e-mailed, as well as posted on radio station Web sites, iTunes, Facebook, and other social networks, for even broader reach.
“[Radio station] distribution is just the beginning of an opportunity for a larger placement and platform,” says Strauss.
Additionally, ANRs are a reliable medium for reaching demographics that are not yet fully embracing social media, such as older Americans or people in rural areas, Apgood adds.
“Radio tends to be a greater way to go because you can reach more of the masses than you can if you do something on Twitter,” she says.
ANRs work well in pro-viding consumers short and concise messages that lack intricacies
ANRs are a good way to reach older Americans or people in rural areas
It is generally better to pitch ANRs to stations in smaller markets, but some outlets in large markets will take ANRs if they appeal to specific demographics