First, make sure that your company or organization truly has a newsworthy story. Think about the stories you hear on the radio that you find compelling and use that as your guide. If your story is newsworthy, timely and relevant for a station’s listening audience, reporters should find it useful.

Second, consider using a third-party spokesperson. A third-party spokesperson can give balance to a story that the president or CEO of a company cannot provide since they are so close to the company.

One thing to be particularly careful of is the number of corporate mentions. The corporation or organization should be mentioned only once within the ANR, and none within the soundbite of the piece.

Answer submitted by Susan Matthews Apgood,
President, News Generation, Inc.