Radio Media Tours

Do people still listen to radio?

According to Nielsen, over 80% of Americans listen to the radio every week and half of Americans get some of their news by radio. Even the age cohort that listen to the most podcasts and streaming audio services (18-35) still get half of their ad supported audio via over the air radio (Pew Research). The key to successful radio outreach is to match messaging and target audience to the places they get their news and informational content. That is what a radio media tour does.

How a radio media tour works

CLC specializes in media tour production for TV, radio, podcasts, and online. A radio media tour, or RMT, books your spokesperson into a run of phone or studio-quality interviews with stations, networks, and syndicated shows across the country, usually in a single morning.

Media tour projects start with an analysis of communications goals, taking into account spokesperson, branding, and budget. This framework drives the broadcast mix, editorial strategy, and audience benchmarks. For radio that means choosing between local market drive-time, national network news feeds, talk formats, and public radio, and deciding how much of the morning goes to podcasts.

Whether you need to book a small number of local market radio interviews to support an event, or a multi-spokesperson, on-location all-day outreach, we'll deliver excellence in production and media access. Interviews can originate from any quiet room with a good line. No studio, no satellite truck, no makeup.

Radio, network, and podcast

Local and regional radio. Morning drive and midday hosts in the markets that matter to your story. Good for events, regional launches, and anything with a local angle.

Network and syndicated. One interview that feeds dozens of affiliates. The most efficient reach per minute of your spokesperson's time.

Podcasts. Podcasts are generally longer and more conversational than typical radio hits, which often makes hosts and bookers more selective about guests. We pitch them separately and schedule them around the radio hits so the spokesperson isn't switching gears every six minutes.

What you get afterward

The media is talking about you. Now what? We find the coverage, provide clips, build reports and analytics, and make sizzle reels of the whole thing if you want it. Every RMT closes with air checks, a station list with market and audience, and a summary you can forward to the client without editing. Details on our broadcast reporting page.

Who it works for

We have produced and coordinated thousands of interviews covering breaking news, promotional features, crisis communications, and expert advice. Radio is especially forgiving of spokespeople who are great on substance and less comfortable on camera. Whether you represent a celebrity, KOL, corporate spokesperson, or friendly member of the marketing team, we can prepare them. If they need it, media training is a half day.

Results

Super Bowl QB, non-profit client: 18 radio interviews, 3 podcasts, SiriusXM, over 20 million audience.

Healthcare KOL, pharma/vaccine client: 16 radio interviews including national healthcare and current events programs, over 12 million audience and robust coverage in marketer demos.

NASCAR driver, home improvement brand: 25 radio interviews, 8 nationals, over 15 million audience.

Radio media tour FAQ

What is a radio media tour?

A series of radio and podcast interviews scheduled back to back from one location, usually over two to four hours. The spokesperson does the interviews by phone or over a studio-quality connection. We book, schedule, produce, and report.

How many interviews does a radio media tour get?

Twenty to forty is typical for a consumer or health story, more if a network feed is included. Variables include the level of celebrity/credibility of the host, timing and topical considerations, and the amplitude of the embedded commercial message.

Does the spokesperson need to be in a studio?

No. A quiet room and a reliable connection are enough for most radio. For network feeds we sometimes recommend a studio for sound quality, and we'll say so.

Can we combine radio with TV?

Yes. A radio media tour pairs naturally with a satellite media tour on the same morning, often from the same chair.

Get in touch

Communication and trust combine to create successful outcomes. Contact us to talk through a date.