Local radio is a highly trusted medium – particularly in times of crisis. Paul Nelson, travel consultant for broadcast PR agency Markettiers, offers his insight and tips for getting on the radio
Various research and data show that during emergencies and crises – such as the one the country is currently experiencing due to the coronavirus pandemic – radio is the medium that people turn to in order to get their news and opinion.
Around nine out of 10 people in the UK listen to the radio every week, with half of people listening to commercial regional radio every week – more than any other medium. This increases to 60% during emergencies, according to research from Radiocentre.
The same research reveals that 77% of people said they see radio as a trusted source of national news, with 83% tuning in during the morning, making it the most popular first source of news of the day, ahead of social media (67%).
More than six million people listen to local radio stations each week, according to market researcher Rajar. The same research for Q4 of 2019 showed that many BBC local stations were experiencing an increase in listenership including BBC York (+38%), BBC Coventry and Warwickshire (+28%) and BBC Kent (+24%), when compared to Q3.
The research shows that radio ranks above TV, written press, the internet and social media as the most trusted news source.
Research carried out for Markettiers shows that almost one in five people have visited a tourist board’s website after hearing about the destination on the radio. Local radio is therefore the perfect medium through which travel businesses can promote their products and services.