It was recently announced that Euro RSCG has been retained by Sirius to provide PR services for Howard Stern's channels. According to reports, nine different PR firms pitched the deal, in which Mel Karmazin claims that by January, "there will be nobody in the U.S. that will not know that Howard Stern is on Sirius."
Great. Is there any way that commercial radio broadcasters and the NAB can figure out a way to hire just one good PR firm? Now, cynics might respond that commercial radio doesn't have much of a story to even pitch.
Come on. Let's start with community service around hurricane relief efforts, Entercom and Clear Channel working together to keep New Orleans radio on the air, the Jack format, NPR's success, the big push behind HD Radio, the 20th anniversary of Classic Rock, etc. And radio is doing a great job of building databases that let local stations connect with listeners. And more stations are now streaming their audio – a sure sign that our medium will be competitive with whatever the Internet has to offer.
There are some great stories to be told. But we're going to have to start using some of the weaponry that satellite radio, and other new media technologies are using against us.