Radio is a cost-effective way to reach large audiences. It broadcasts to millions daily through various formats tailored to different demographics. Writing for radio requires a more conversational style than other mediums within tight timeframes, usually using line counts to indicate length. Audio news releases are a common practice, featuring either a full recording or an announcer with a soundbite. Public service announcements and radio media tours are also effective promotional tools for organizations to reach listeners.

1. Writing For Radio
By Max and JR

2. A Far Reaching Medium
• Cost effective method of reaching large amounts of
people in various age, ethnic and income groups.
• Reaches millions of Americans a day while commuting
to work, carpenters working on construction sites and
those working out at the gym.
• American roughly has 13,500 radio stations, ranging
from low-powered outlets to high-powered stations
that reach hundreds of miles. Of these, an estimated
2,000 stations broadcast over the internet
• A radio station’s format is typically dictated by their
desired audience, which ranges from teenagers to
senior citizens.

3. Radio News Releases
• Standard identifying information (letterhead, contact,
subject), but the standard practice is to write in all caps
and double-spaced.
• Writing for radio requires a more conversational style
than a newspaper or news release.
• The length of the radio must be indicated
• Timing is vital, most broadcasters fit their messages in
a tight timeframe.
• The general practice is to write using approximate line
count.
– 2 lines = 10 seconds
– 16 lines = 60 seconds

4. Audio News Releases (ANR)
• It is common practice for a company to send a radio
station a recording of the news announcement, versus
sending a news release.
• A audio news releases take two forms. Having
someone read the entire announcement, called an
“actuality.” The other has an announcer but features a
sound bite from a customer or celebrity spokesperson.
• An ANR is preferred to be 60 seconds or less, with a 20
second sound bite.

5. Public Service Announcements (PSA)
• An unpaid announcement that promotes
government programs, non-profit agencies or
that serves public interest.
• PSAs have a similar format to radio news
releases, written in uppercase, double spaced
and range from 10 to 60 seconds
• PSAs are typically submitted in multiple
lengths. This gives the station’s announcer
flexibility in using the PSA throughout the day.

6. Radio Media Tours (RMT)
• A radio media tour features a spokesperson
conducting a series of round-the-country, one
on one interviews from one location. A
publicist books telephone interviews with DJ’s
or talk show host, which is recorded for later
use or is played live.
• A major selling point for RMTs is the low cost
and convince of giving numerous interviews
from one location.

7. Case Study: The Weather Channel
• In 2007, The Weather Channel hired News Generation to
promote multiple television programs.
• To maximize The Weather Channel’s message, News
Generation recommended the use of audio news releases
and radio media tours.
• The first audio release profiled the 10 most influential
individuals/organizations impacting climate changes.
• The second audio release promoted a show highlighting
how “weather decides our destiny.”
• The four radio tours allowed The Weather Channel an
opportunity to promote new programs, but also gave them
a platform to talk more in-depth about complex weather
phenomena

8. The Weather Channel: Results
• More than 78 Million listeners heard the
stories
• A total of 23,415 airings on 13,953 stations
across the United States.

9. Take Aways
• Despite lacking the popularity of the Internet
and Television, Radio is still a highly effective
method of reaching a large audience on a
local and national level.
• While writing for Radio is similar to writing a
news release, there are key differences that
separate the two.