The document summarizes key points from a conference about using radio advertising to promote events. It lists the number of radio stations in each Irish county and questions to consider around targeting the right stations, timing, developing relationships with journalists, and maximizing publicity. Tips are provided on radio interviews and measuring the effectiveness of radio as a promotional tool.

2. AOIFE Conference - 10th November 2011

3.  Cavan - 2  Sligo – 2
 Donegal - 5  Carlow – 2
 Monaghan - 2  Dublin – 10+
 Clare - 3  Kildare - 2
 Cork - 9  Kilkenny - 2
 Kerry - 2  Laois - 2
 Limerick - 7  Longford - 2
 Tipperary - 3  Louth – 3
 Waterford - 3  Meath - 2
 Galway – 6  Offaly - 2
 Leitrim - 2  Westmeath - 3
 Mayo - 4  Wexford - 2
 Roscommon - 3  Wicklow - 2

4.  What radio stations are in my area?
 What radio stations are in my customers’
area?
 In most counties...there are more people
listening to my regional/local radio
stations than the national stations
combined

5.  What message do I want to give to my
customers?
 When is the best time to reach most of my
customers?
 When is the deadline?
 Will the interview be repeated online or in a
podcast?

6.  Who are the journalists and presenters in my
radio stations?
 Have we attempted to develop a working
relationship with journalist in my regional
radio stations?

7.  Most radio stations feed into Newstalk’s
Regional Radio News Network
 Some radio stations feed into UTV Radio –
FM104, Limerick’s Live 95fm, Q102, LMFM,
Cork’s 96fm, C103 & U105 (NI)
 If it’s deemed newsworthy to a national
audience your event could be included in
their respective network bulletins &
distributed to the news network

8.  Are we holding a press launch?
 What are the benefits of booking an Outside
Broadcast (OB) during our event?
 Are we using Twitter or Facebook to tell our
fans & friends to tune into the radio station to
hear your interview?

9.  Are we overlapping or clashing with our print
media providers?
 Have we free tickets to give away as prizes on
radio?
 What are our competitors are saying/doing?

10.  How will our festival be affected by other
events, sometimes outside our control?
◦ The Budget - VAT reduction, travel tax?
◦ Unemployment – pricing at event, transport
to/from event?
◦ Sporting events – is your county playing a big
match at the same time as your event?
◦ Industry reports - Failte Ireland tourism
Barometers (quarterly); Festival season (June)?

11.  There are numerous annual or seasonal
events to which your event can be attached
 Do we pre-empt them by issuing our own
press release before or after?
 Do we consider if our statement will have a
positive or negative impact on you or your
event?

12.  The more NEGATIVE the event, the more likely it
will become news...
 Do we a crisis management plan and does it
include a designated official spokesperson to
respond to queries relating to negative publicity?
 Only speak on radio if you are confident to do so
and in full possession of the facts
 NEVER NEVER NEVER say “No comment”!!!

13. Techniques for improving your
performance on radio

14.  CLOSE YOUR EYES...the next time you are listening to
the radio (not when driving) & you’ll realise how your
listening sense will be heightened
 NO ONE CAN SEE YOU (often including the
interviewer)...therefore, you have to visualise who
your audience is as they are trying to visualise you
 LISTENERS ARE CUSTOMERS...like stage or TV, you
need to put on a performance in order to retain the
attention of the audience...your customers?

15.  ALWAYS have notes about your event
 KNOW what the interviewer will ask you & be
prepared for any eventuality – (another guest,
breaking story, facts, statistics, financial info)
 GET TO THE POINT - listeners have short
attention spans - so make an impact in the short
time available
 Do not waffle and avoid long sentences

16. Are we getting a positive
return?

17.  When are our customers listening?
 What are the listenership figures for the
various times of the day/week?
 How much information do I need to give...is
less more...15” versus 30”?

18.  The more newsworthy material your festival
can generate the less you will need to spend
on advertising!
 You will get more impact from radio
advertising than from print without paying as
much
 Are my sponsors advertising and if so, will
they change their script to promote the event
they are sponsoring?

19.  Is your loyalty to the radio station considered
when securing your booking?
 You will always be told that you are getting
bonus advertisements but are they relative to
your needs?
 The Rate Card is usually more expensive than
the price you are quoted, but always check

20.  In the Republic of Ireland there are:
◦ 27 local radio stations
◦ 2 multi-city radio stations
◦ 3 regional youth radio stations
◦ 2 National News Networks to regional
stations

21. VIDEO DIDN’T KILL THE RADIO STAR