Radio PR

Topics:
Why?
The Copy
Time
 General advice
and more advice...
Pronunciation
Introductory phrases
Attribution
 Recorded audio/Actualities

© 1997 Reed Publishing

Why?

Create good relations with radio stations and get better publicity by providing copy that is written for radio broadcast. Don't use same newspaper copy for your radio targeted press releases.
By using the radio to air your message, you can:
  • Localize your target market
  • Select your audience by the kind of listener the program format attracts
  • Add personality to your message by having a local figure broadcast it
  • Use sound effects to capture attention
    Use the radio when you can tell your story in 10 to 60 seconds
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    The Copy

  • 70 space line (70 characters per line averages 10 words per line)
  • left margin at 10 spaces
  • double space or triple-spaced
  • large typeface
  • 10 characters per inch (10 pica font)
  • upper and lower case (mixed)
  • wide side-to-side margins
  • header, either across top line or flush left separate lines: slug (brief description, usually just a keyword), writer's name, the date
  • also: "DISCONTINUE (date)" or "KILL DATE: (date when to stop using the piece)"
  • and: "FOR RELEASE: Immediately (or At Will, At Convenience, or -date/time-)
  • or: "FOR IMMEDIATE RELEASE" or "Please hold until (date/time)"
  • top margin 1.5 inches: name, date, airtime, slug, running time
  • some say copy is 2-3 inches from top, 1-2 inches from bottom
  • running time is often written in upper right-hand corner
  • one story per page (most stories don't run more than one page)
  • use "#" to signal end
  • if needed, use "MORE" at bottom of page
  • on second page after slug put "Page 2 of 2" then author's name and date
  • always end page with complete sentence
  • wordwrap and no widows or orphans (no partials sentences)
  • use only widely known abbreviations
  • hyphenate abbreviations: F-B-I, G-O-P, U-S
  • except when pronounced as a word: NATO, HUD
  • spell out abbreviations
  • never use symbols; spell out dollars and percents
  • no semicolons
  • "..." or "--" used in place of comma sometimes for a pause
  • write out numbers "zero" through "eleven," and greater than "999"
  • use numerals for all ages: "4-year-old"
  • write out fractions, decimals
  • avoid lists of numbers
  • provide pronunciation guides (uppercase for accented, lowercase for unaccented)
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    Time

  • stories are usually 10 to 45 seconds on air
  • length guidelines...
    10 seconds=20 words
    20 seconds=50 words
    30 seconds=75 words
    60 seconds=130 words
  • try to keep stories under 40 seconds
  • time story by reading aloud with stop watch
  • two lines (of 70 characters per line) is about five seconds
    -or-
  • newscasters average 15 lines per minute
  • a one-minute story at typical reading rate is 150 words max
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    General advice

  • Address to news director/news editor or individual departments/coverage
  • get attention within five seconds
  • don't jam who/what/where/when/why/how all into first sentence
  • the fewer the names and fewer the facts the better
  • repeat key terms
  • always state an unfamiliar location in relation to a more familiar one
  • localize by: "here in (local town)"
  • mention your name at least five times in a 30 second spot.
  • use everyday words
  • Use present tense at every reasonable opportunity, except when it alters reality.
  • don't shift tenses
  • clustering similar stories
  • short stories (usually much shorter than a minute)
  • vary lengths
  • short sentences (in 10-20 word range)
  • ten to 25 words top limit
  • informal writing
  • use a limited vocabulary
  • explain jargon and technical words
  • stay away from adverbs and adjectives unless they are essential
  • adjectives short and simple
  • verbs short and active
  • use active voice; it's more effective, direct, understandable
  • tell one story element at a time
  • tell "when"--not a date
  • the "when" should be placed close to the verb it modifies
  • timeliness
  • information more than evaluation
  • conversational style: write the way you talk
  • tell the story conversationally
  • write very tightly and clearly; clarity, precise
  • cut all but most essential details
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    and more advice...

  • careful with pronouns--make sure "she/he" actually refers to intended person
  • repeat proper names, rather than using pronouns
  • simplify and round-off numbers; delete non-essential
  • usually round-off large numbers
  • bring statistics down so they are understandable
  • comprehensible and clear
  • try to write yesterday's story up-to-date--lead with a new development or new fact
  • for non-famous and non-local people use person's job or roll in substitution of name
  • identify unfamiliar names
  • use first name or nicknames, but not both
  • middle initials not used except to identify between same named people or in reporting a death
  • ages given before name: "19-year-old Fred Smith"
  • don't ask questions
  • try simple Subject-Verb-Object format
  • if you must write a straight news lead, then amplify the obvious; make it engaging
  • be sparing with gruesome details
  • change complex sentences into two simple sentences
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    Pronunciation

  • follow normal speech patterns
  • watch out for tongue twisters
  • staccato only for special bulletins
  • simple, short words; relaxed
  • read aloud
  • never write "A million"--sounds like--"eight million"
  • be sparing with "s," "th," "ing" sounds
  • comfortable read aloud
  • spell out name pronunciations--(put name in parenthesis)
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    Introductory phrases

  • "On the Pacific Coast exchange..."
  • "On the New York Market today..."
  • always use wording that shows immediacy: "This just in...," "Today...," "Moments ago..."
  • lead: don't keep the listener guessing as to what the story is about
  • use transitional words at beginning of sentence, not in middle
  • don't start lead with a quote
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    Attribution

  • put qualifying statements at beginning of sentence
  • attribution/source often placed at start of sentence
  • person SAID there is
  • use "says" instead of "said," unless statement is controversial or pegged to a particular time
  • precede direct quotations with: "in her words...," "the exact words she used were...," "quoting now..."
  • when quoting use:
    "in his own words...," "with these words...," "what she called...,"
    "she put it this way...," "quote...," "(name) went on to say...," "and still quoting the ---- ...,"
    "To quote the ---- ...," "as the --- put it ..."
  • Quotes paraphrased: "(name) said, and this is a direct quote,..."
  • sometimes: "...end quote."
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    Recorded audio/actualities

  • pronounce:
    "the" as "thuh" before a consonant
    "thee" before a vowel
    "a" as "uh"
  • when tape is played in story put:
    "TAPE: (name#)/(title) RUNS: (time)"
    "INCUE: "(first sentence text...)"
    "OUTCUE: "(text of last sentence)."
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    Please let us know of any suggestions, comments, or problems...