Reach every Australian Radio Station within minutes with our Radio News Release service

What is a Radio News Release?

A Radio News Release is a way of guaranteeing Australian Radio Stations, as well as New Zealand Radio Stations, have access to your spokesperson.

For most people, ringing every radio station in the country for an interview is impossible. A Radio News Release enables your message and your spokesperson to be delivered to every radio station with just one interview, usually conducted over the phone.

Think Press Release with audio. By recording a series of sound grabs (short audio interviews / responses) with your spokesperson, and then distributing to all Australian Radio Stations, you are greatly improving your chances of media coverage on News Radio.

A Radio News Release is tailored to deliver your spokesperson to as many radio stations as possible in the shortest amount of time with just one interview. We target all AM Radio and FM Radio newsrooms.

With most Australian Radio Stations under enormous budgetary restraints, a Radio News Release provides them with outstanding News Radio content without stretching their resources. The recorded interview grabs and supporting information is delivered directly into their news systems, making it simple for them to include in their news bulletins.

For PR agencies and corporations, the Radio News Release gives them the perfect opportunity to deliver their message without having to spend hours calling radio stations direct. It also gives them greater control on the message being delivered. The Radio News interview is conducted in a relaxed, informal situation without the pressure of live radio, putting the interviewee at total ease, guaranteeing that the audio grabs are “on-message”.

Radio News is still a highly powerful medium. And being able to have your spokesperson telling the audience about your product / service / initiative / consumer survey, adds tremendous credibility to your Press Release. And when it can be done with just one short interview over the phone, the value and power of a Radio News Release is obvious.

How Does a Radio News Release Work?

Reach every Australian Radio Station within minutes with one audio interview conducted over the phone. It’s that simple, and that effective.

A Radio News Release works by supplying audio interviews to Australian Radio Stations, providing PR agencies, their clients and corporations a direct gateway into hundreds of News Radio newsrooms throughout Australia andNew Zealand, including all AM Radio and FM Radio newsrooms

In three easy steps, your Radio News Release is ready to air, and made available to every Australian Radio Stationnewsroom

1. Contact us to confidentially discuss your upcoming Radio Press Release. We will help you formulate key questions and messages to make sure the audio recorded gets your message across and is also suitable forNews Radio broadcast.
2. At a time that suits your spokesperson, we conduct the interview over the phone, working with them to make sure your key messages are newsworthy and delivered concisely.
3. Once approved by the client, the News Radio audio grabs, along with your Press Release, are posted to our media-only news distribution site and an email blast, with a direct link to your audio grabs, is sent to all major newsrooms in Australia and New Zealand (approximately 350 stations, including the top 130 Metro Stations). The most comprehensive distribution network available.

And we are able to provide you with instant reporting on what stations have accessed your audio grabs.

For the Radio Stations, it is a simple and straight forward process.

On receiving our targeted email blast, the Radio Newsrooms simply click on the headline and are taken directly to our download page where they can select the audio grabs they are interested in as well as download the full Press Release for further information. We provide journalists and producers with a concise outline of the story, plus a full transcript of the interview grabs, to make their job as easy as possible. Within minutes your story is loaded into the news systems of Australian Radio Station newsrooms and ready for air.

How to target Australian Radio Stations?

Media and PR is a tricky beast. What makes it to air is determined by what is the strongest news on the day which is obviously impossible to predict.

But being in the Radio News Release business since 1999, has given us a fair insight into what works and what doesn’t in the news rooms of Australian Radio Stations.

The main criteria for success in a Radio News Release is the same in writing a Press Release – a strong newsworthy story that appeals to a mass market. Stories that affect a wide slice of the population.

For example:

Consumer. Angles that affect the way we live
Health stories. Research and development
Surveys and polls. Perfect for radio as they concisely paint a picture for the audience
Finance and banking. Everyone is interested in what is happening to their money
Charity and Community. Causes that affect the community
Crisis Management. Delivering immediate comment to media

If you can deliver to the News Radio media access to a story or spokesperson that they normally would not have access to, you are a great chance of generating substantial exposure on Australian Radio.

The other main criteria to a successful Radio News Release is talent. Having someone who is confident and strong in front of the media, no matter what the medium, is worth millions to a company. They are what makes great Radio Broadcasting talent.

On News Radio, if your talent cannot deliver your message concisely and clearly, your chances of coverage are greatly reduced. Your spokesperson is the credibility link to your story or announcement. They are the ones who will win over your audience and consumers. Their strength and what they bring to a Radio News Release cannot be underestimated.

Great radio and news talent is someone who can deliver a message in 15secs that is clear and directed at their consumer. It is delivered in a way that gets across the company’s line, but also captures the imagination of the audience.

Being able to voice your opinion on News Radio or TV is a privilege that should not be underestimated. Your spokesperson is being given the chance to speak to your buyers, your consumers. They are looking for them to be confident, credible and transparent. No bullshit.

The key is to be able to tell your story, but at the same time relate to your audience. For example, doctors need to be able to speak at the level of their patients, not their colleagues, when conveying information.

And, unless the story is highly sensitive and needs to be delivered as a prepared statement, it is always best to deliver in a natural, conversational manner. Spokespeople who simply read a script are not embraced by Australian Radio Station newsrooms. Remember, this is not an ad. It is news and your Radio News Release needs to be not only newsworthy but also entertaining for the News Radio audience.

What doesn’t work in a Radio News Release is a blatant ad. If you want an ad, buy some airtime. Australian Radio Station newsrooms cannot tolerate companies that are purely looking for a plug for their company or product. What you deliver has to be newsworthy, and delivered as a news item.

This is news, so treat it as such. Therefore, there is no need to treat this as a blantant plug. If it is a survey, the newsroom needs to credit where the information has come from, and that should be your credit or brand acknowledgement. In other words you are being associated with a News Radio story that is of interest to the audience. This is very CREDIBLE PR. For example, a newsreader may intro your story with: “this latest survey into spending by eBay”. The same goes for most stories. If they use your spokesperson they have to credit where that spokesperson is from. That is your plug. It is a subtle acknowledgement of your company, and that is all you should be looking for from a Radio News Release. There is no need to flood the News Radio grabs with blatant mentions of the company or product. Press Releases and Radio News Releases are designed for associating your company or product with something that is newsworthy. The more you stick to what is newsworthy, the better the chance of coverage. It’s as simple as that.