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(for example, a new mass transit system in a region), itÆs much more efficient. Local elected officials may not have time to run around to every station in their market, but will have time to go to one studio for an hour or two, and talk to eight different local or regional stations. Kelly: Okay û back to radio. How can radio boost awareness about PR campaigns? Elizabeth: Radio is a great option for clients with smaller budgets. ItÆs also good to mix in with SMTs. Radio is a different audience û they tend to be captive and in the car. There are many different types of programs that are very targeted, so itÆs easier to reach a specific audience. Radio is also a lot cheaper û costs about 50% of SMTs û and has a lot of credibilityàitÆs really a big up and coming tool. Again, you need plenty of lead-time for radio, although itÆs less complicated than TV. We recommend 4-6 weeks of lead-time, to help with targeting and messaging. And sometimes radio is better because itÆs not a visual story. Fritz: With radio, you can get so specific on your demographic targetàso the more you know about your target audience, you can really focus how to spend your dollars. Kelly: Do you have an opinion on the difference in effectiveness between a straight radio interview vs. an editorial-based audio news release? Elizabeth: I prefer radio media tours better, because you can attach a personÆs name to a story and interact with the anchoràand connect better with the audience to build trust. Kelly: Do you have a specific PR success story you'd like to share? Elizabeth: We did a satellite media tour for the National Museum of the American Indian. The launch was a huge successàwe had 21 interviews lined up for the Museum Director that turned into 91 airings nationwide. One place where we really helped was in targeting the radio stations û many we found were on Native American reservations. Kelly: So how should people think about ôsuccessö û what are the metrics we should consider for PR? Elizabeth: It really depends on what your goal is: to increase public awareness? to increase museum visits? to sell more books? So we provide statistics on airtimeàand encode our broadcasts to see how long they lastàand then compare that to ad dollars. Advertisement usually ends up being far more expensive that what they invested for the tour, not to mention the difference in credibility you get from PR vs. ads. Kelly: So where can people go to learn more? Fritz: We recommend a couple of websites: http://www.satellitemediatour.net/

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