Listen Up! Using Radio as Part of a Communications Strategy

Listen Up! Using Radio as Part of a Communications Strategy

Often overlooked, radio is a great channel to get a message out. With the ability to reach audiences both locally and nationally, radio can be an effective way to narrate news or share a success. Radio allows for the broad reach of television, as well as the selectivity and targeting that comes with a multitude of stations. Best of all, radio can accommodate earned and sponsored content.

Radio is best used as an earned media channel with news that is hyper local. For example, when LEO Pharmaceuticals established their LEO Science & Tech Hub in Cambridge, MA office, we secured a radio interview on WBZ Radio, a news and talk radio station covering the Greater Boston area. The radio interview, which leveraged a press release announcement, in turn garnered additional coverage. This is a great example of informing the local community, including a wide range of members of the life science ecosystem, of something happening in their backyard.

Radio can also be used as a paid media channel with broader news such as scientific success and/or clinical trial recruitment. For the former, an example could be a minute-long radio spot where the narrator provides an overview of the disease, followed by the CEO with a brief overview of their scientific success, and concluding with a reference to the company’s website. For clinical trial recruitment, a one-minute spot is created as well. The recruitment trial spot starts with a narrator going over the disease, the doctor conducting the study is introduced, the doctor gives a broad overview of the study, and it concludes with how to find more information on the study. With sponsored radio content, there is an opportunity to target by geography and/or demographics.

Although not the first thing you turn to when thinking about communication channels, radio is a spot-on way of getting your company’s news to a broad audience.

Want to hear more? We would be happy to discuss how LHS can help you find new and creative ways to reach your audiences.