AWARD WINNING MEDIA RELEASES & RADIO ADVERTISING Mike Jones CAI, GPPA, BAS

What is a Media Release? A media release is a written communication that reports on an event, circumstance or occurrence by a third party, and is provided to the news media for the purpose of promotion

Copywriting Focus on benefits 2.Keep it informal 3.Less is more 4.Know your audience 5.Be aware of your headlines 6.Select clear and crisp copy 7.Know your competition 8.Proofread!!

Recipe for Award Winning Media Releases Report in the “third person” Keep entire release under 500 words Be accurate and detailed

Media Release Format

Distributing Your Release Write release Create media list Decide how you will transmit your release Plan the timing of your release Send your release to your targeted group Make yourself available for interviews Follow up with media outlets

Benefits of Radio Advertising –Encourages Imagination –Loyal Listener Base –Low Costs –Broad Audience There are many benefits of radio advertising that make it a unique and effective way to advertise your business. By knowing what those benefits are, and how to use them to your businesses advantage, you can make the best use of your advertising budget

Radio Markets Radio advertising exists on three different levels NationalRegionalLocal

Production Costs involved: Production fees Dubs and talent fees Have each station you use produce its own version of the same script. plan early and negotiate a long-term (13- or 26-week) or yearly contract. Airtime is generally billed weekly or monthly only after the commercials air Many radio stations will help produce the commercial for you as part of negotiating an advertising deal.

Time Spots & Dayparts 60-second time spot 30 second time spot Two 30-second spots 15 second time spot Radio stations sell their airtime according to Dayparts Run of station commercials (rotator spots)

1.Focus on generating phone calls. 2.Keep it Simple 3.Talk Radio vs. Music Radio 4.Put your selling idea first 5.Choose a creative format –Straight Announcer –Dialog –Vignette/Story –Person on the Street –Testimonials Radio Ads 101

6.Write for the ear and the eye 7.Establish name identification early and often 8.Standardize your commercials 9.Bury legal copy at the beginning or in the middle 10.Present a clear call to action 11.Force a response with a time limit

Additional Options 1.Ready-to-Go Ads 2.Tap into the radio station's online audience. 3.Get the master reel or CD

Example Radio Spots Interrogation UC Musick & Sons, Boise ID Auction Addicts Anonymous UC Musick & Sons, Boise ID Mike Walker UC Walker Realty & Auction, Lebanon TN Mike Walker UC Walker Realty & Auction, Lebanon TN Dragnet UC Jones Auction & Realty, LLC, Watertown WI Honeymooners UC Jones Auction & Realty, LLC, Watertown WI

Example Radio Spots Angie Gallaher UC Scenic Rivers Realty, Imboden AR Myers Jackson UC Certified Real Estate, Tallahassee FL Don Kracke UC First State Realty, LLC, Lincoln NE Robert Gates UC Gates Realty & Auction, Lincolnton NC American Dream National Spot UCRE Home Office West Plains MO UC Missouri Ozarks Realty, W. Plains MO

Radio Do's and Don'ts Don't expect the ad to make the sale; use it to make the contact. Don't use weak attempts at humor. Don't talk to yourself. We've been in business 25 years.... We're excited over our new inventory. We're open until 10 p.m. Instead, turn every statement into a consumer benefit (Shop 'til 10 nightly!) if you want to hold listener attention — and you do! Do stick with a single theme in each ad Do make a simple offer that calls for immediate action. Do generate leads by making no-risk offers for free estimates. free brochures, or free information. Do use radio as a complement to other advertising: Look for our coupon in Friday's paper. Do say your name three times. Do match your ad to the format of the stations you air it on. If you advertise on a country western station, you'll hardly want an ad with new- age music in the background.