Radio publicity: 5 Steps to Getting Your Brand on the Radio
What would it mean to your brand to be heard by hundreds of thousands of people, without spending a cent? Have you thought about radio publicity?
Imagine taking control of your PR and locking in an amazing media placement in a few hours.What if you had the breakfast radio announcers of your favourite radio program, chatting about your product and offering it to their listeners? There are thousands of ways to secure PR for your brand, however the quickest and most effective way of getting radio publicity is with competitions! Let’s go through the five steps to get it happening!
Step One: Research Mission
Set the alarm and turn on your radio station from 6am on a weekday. You need to pay attention, and listen hard for any prize announcement. Once you’ve heard mention of a prize, you then need to hear exactly how they’re giving it away, the name of the competition and the value of the prize that they’re promoting. For example, it could be a daily quiz called Battle Of The Sexes, and the prize is a $200 voucher to a restaurant. This information is your golden ticket! Select the best competition for you and develop a similar yet irresistible offer.
Step 2: Your Prize
The secret to radio prizes is that they always need five. All minor radio competitions run each morning for one week, so they need five prizes that are identical. Keep this in mind when setting the value for and creating your prize.
Step 3: Secure Intelligence
When pitching a prize to a radio station it’s important to say the right thing, and ask for the right contact otherwise you will be connected to a suave salesperson who will sell you the competition as well as a month’s worth of ads! I’ve made thousands of cold calls to radio stations and I’m excited to share my secrets. Firstly, save your pitch for the competitions contact, not the receptionist. That is a sure-fire way of not being connected to them!
"When pitching a prize to a radio station it’s important to say the right thing, and ask for the right contact otherwise you will be connected to a suave salesperson who will sell you the competition as well as a month's worth of ads!"
You should be prepared from the earlier research mission. Now that you are armed with the name of the competition, simply introduce yourself to the receptionist – and ask who looks after the prizes for that competition. Easy! Here’s an example. “Hi, it’s Amanda from Prize Pig. Can you please pop me through to who looks after the prizing for Battle of the Sexes?” BOOM!
Step 4: Contacting the Contact
There’s a 95% chance that you will be connected to a voicemail. If that’s the case explain the prize that you’d like to offer quickly and let them know you will follow up with an email.
Now that you have their full name from the voicemail, call the receptionist back and simply ask – I’d love to send an email to X – can you please let me know their email address?
An email for a competition pitch is very different to a regular media PR pitch. It’s important to structure it to what they want, rather than information about you and your business. When you’re writing the email, the information on your brand should be at the bottom and the prize you’re offering including a picture should be right at the top! If you offer a prize that fits their demographic and is the right RRP for them, the chances of approval are upwards of 90%.
Step 5: They Said Yes!
Now, you just need to offer them everything they need to get it on air as quickly as possible. Each radio competition will promote your brand with one sentence. This is usually 7-10 words that they read each day. They call this a credit line. It could be something like ‘Mentos the freshmaker, visit mentos.com’. I’m sure you have a snappy slogan that you use for your business that you can include for this. Also add your logo, and a couple of prize images in case they add anything online. Finally send the prize to your contact! It’s always a nice touch to pop in a present for them too. That’s it!
Let’s let the brainstorming going!
What prize could you offer to secure some radio publicity?