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GETTING YOUR MESSAGE ACROSS ON RADIO

In the world of broadcast media, radio still means big business. Whether it’s in the car on the way to work or at home tuning into a local radio station, people are still listening – in their millions. And they are often ferociously loyal to their radio stations. People are more likely to trust what their favourite radio presenter is talking about than in almost any other form of media. That’s why a Radio Day can be an essential part of any PR campaign, by ensuring your story and message reaches as broad an audience as possible. But what makes a good Radio Day? With over 40 Radio Day’s under my belt as a sound engineer with Lansons Live, I have a strong understanding about what make them tick. So here are my top tips for making a Radio Day work well.
  1. Put yourself in the listeners shoes – Always try to remember what it would be like to listen to the broadcast from a neutral perspective. Would it be interesting? Would you engage with the story?
  2. Smile – This might be hard to believe but a smile can go a long way on radio. You can tell a lot about someone from just their voice, so by smiling and keeping the energy in the studio high your messages are portrayed better – and people listening in will be able to sense this.
  3. Be a great spokesperson – This may seem obvious but having someone who is interesting and lively can make all the difference. A story and a message is only as good as the person telling it, so always make sure your spokesperson is broadcast-trained and confident. A full morning of live radio interviews can be daunting and you want someone to portray the message just as well in the last interview as the first.
  4. Get to the studio early and prepare – I can’t emphasise the importance of this, especially if you have a guest with you in the studio. The last thing you or anyone needs is to be rushing around just before an interview.
  5. Don’t over-plug (especially with the BBC) – It’s never great listening when the spokesperson mentions their brand over and over again. Remember your core messages and try to bring in the name in a different way. This is particularly the case with BBC stations, as they like to keep brand name mentions to a minimum. Despite this, always remember to mention your website at the end of the interview.
  6. A tangible story needs an interesting angle – Last but by no means least, remember you need to have an interesting story in itself.  Broadcast radio, like newsprint, can have a great impact if there is an interesting personal angle that listeners can relate to. So before you sign up for a Radio Day, always make sure that the story will work for people at home tuning in.
I’ve been running Radio Days at the Lansons Live studio for several years now and have seen many successful broadcasts. They always make for interesting listening and you can see the spokespeople enjoying themselves as the day goes on. A smile is incredibly infectious, not just over the radio. For more information on Radio Days and other broadcast services provided by Lansons Live call Tom on 020 7294 3648 or email tomb@lansons.com