How to pitch radio

Radio still holds own against social media—95 percent of Americans tune in

In the frenzy to reach new audiences via social media, how important is old-school media—particularly radio—to your pitching plans? Almost 95 percent of Americans listen to the radio in some form on a weekly basis, according to the Radio Advertising Bureau—and radio stations have a healthy appetite for timely comment and commentators.

“Consumers may take radio for granted because it has become such a familiar part of their everyday lives, but therein lies its strength,” says David Beasley, marketing manager at News Generation Inc., a Bethesda, Md., PR firm specializing in radio placements. “Radio’s power comes from its accessibility. People can listen to radio in any almost location—at home, the car, or work—and it remains a free medium for listeners.”