I've known Heidi Raphael for much of time I've been counseling Rock, Classic Rock, and Alternative stations. We met back in Buffalo when Heidi was helping return 97Rock to dominance. Later, we worked together at my hometown station, WRIF in Detroit.
From there, Heidi moved into the executive ranks, providing communications and marketing expertise to Greater Media, both on the corporate and local station levels.
I'm not sure I've ever met anyone better at her craft than Heidi. She sees the challenges and opportunities from a broad perspective, with a great eye and ear for how to best get her messaging across.
For today's “Guest List” post, Heidi provides us with sound advice about how stations (and their parent companies) can do a better job of telling their stories. – FJ
I am sure this situation sounds way too familiar. You have an event or story that you’d like to unveil to the world. Now it’s time to share the big news with your audience and the community. But where you do you begin?
Here are 5 helpful tips to help you get your station or company’s word out.
- Create a specific news section on your station or company website to post your recent unveilings. Do a regular review of your site to make sure it is up-to-date. More often than not, stations forget to update information on the site. These posts might include recent management team new hires and bio additions, as well as any station logo updates. Take the time to double-check these things.
- Use video. Keep it short and brief. Create a professional-looking background/font with your logo that you can use for news-related announcements across multiple platforms. If you write a blog on a regular basis, consider highlighting the announcement as a potential topic. Post it on social media (including LinkedIn) and send it to your partners. Do a short podcast that provides additional detail that you can’t fit in a traditional press release.
- Utilize your airwaves! Don’t forget to share appropriate information with your station newsroom if appropriate.
- Send it internally to your managers to share with your employees. Your sales team should be aware so they can share it with their clients. If you create and distribute a client newsletter, include it.
- Depending on the magnitude of your announcement, you may want to consider using media distribution services like PR Newswire. I would still make sure to reach out to your individual contacts as well.
Be sure to include the National Association of Broadcasters, the Radio Advertising Bureau, your state broadcaster association and the Interactive Advertising Bureau, as well as your local advertising clubs. They all do a fantastic job of sharing great stories about the radio industry and may even want to spotlight what you are doing.
You can reach Heidi here.
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