Top tips for getting on your local radio station
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.
Earn respect
The local radio station is the perfect place for a high street travel agent or homeworker to become a well-known and respected local travel industry expert.
Such an expert would be in high demand from local radio stations during the current coronavirus situation, and by educating local listeners on the latest situation, a travel agent owner would position themselves perfectly to benefit from the pent-up demand for travel that will exist once we are all able to travel freely again.
Here are four tips for generating local radio coverage:
1. Have a regional hook
The most important element for a regional radio station will be the regional hook or angle. As yourself why is this a story that listeners of the station will be interested in? It could be a story that national broadcasters will cover but to generate regional radio coverage you will need to think of a dedicated regional angle to generate interest from local radio stations. For example, coronavirus is a national and international story, but regional angles could include the impact on staff at the local airport or how the community is pulling together to help the most vulnerable.
2. Have a time hook
Having a time hook for radio coverage is very important. Consider why would the radio station want to talk to you and cover this topic today? It could be just before a busy period in the travel industry like a key holiday date, such as a bank holiday or the local airport’s busiest day, or a local business may be shortlisted for an award that will be announced that evening.
3. Do your research
Research of the local community – the radio station’s listeners – is a great way to generate broadcast exposure as it is a snapshot of what the local community is thinking or planning.
4. Position yourself as an expert
Being a local expert spokesperson will increase the chances of local broadcaster exposure. For example, a local travel agent highlighting their most popular destinations and the best deals from the local airport is a great feature for a regional station in the run-up to a key holiday date.
For more info on Markettiers, visit markettiers.com
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