4 Elements to Include in Your ANR
Audio news releases…is anyone listening?
You bet they are!
Nielsen’s Comparable Metrics Report shows that in 2018 radio had the largest reach across all platforms, with 92% of U.S. adults tuning in each week.
Radio is a mass-reach medium and reach is important for marketers, especially those that parse their messages to defined advanced audience segments.
This audience is defined with a specific buyer target (e.g., new moms or avid hikers), including underlying age/gender qualifiers. Advertising on radio may help fill gaps in a campaign and reach those consumers that other platforms may have missed.
Audio news releases are the perfect spot for radio because they are readily accessible and require very little heavy lifting to produce.
They can be delivered in 24 hrs. and ready to air within days!
So how do you create an impactful ANR? Like a lot of things in life, there’s a formula. Stick to this and you’ll have your listeners!
1. Keep it short and sweet
You have just 60-seconds before most listeners tune out. Grab their attention early by being concise with your main message points. Also, most stations require a neat 60-seconds for placement, so going a little over isn’t an option.
2. Keep it conversational
Audiences are more open to suggestions if they feel they are part of the conversation instead of being told what to do or feel. You want to engage listeners with your story.
3. A fabulous voice-over talent!
Sure, the content is extremely important, but so is the tone in which it’s delivered. The right VO artist will enhance your story, not just deliver it. His or her voice is representing your brand, product or service. As much as the story can be intriguing…the voice is the only thing the audience is listening to. So, pick a voice-over talent that sounds like your brand.
Regardless of the tambour of the voice-over artist, you need an expert giving a soundbite that will add credibility to the ANR. It could be a celebrity, or doctor, a patient or analyst, but someone other than the voice over artist needs to lend credence to the release.
ABOUT THE EXPERT: Cecilia Filgueira
Cecilia has been part of MultiVu’s creative team for 3 years where her multilingual skills have her in charge of all bilingual projects.
She specializes in scripting and producing audio news releases, TV placements, live segments, animations, pharmaceutical videos, and highlights reels.
Cecilia holds a B.A. in Communications and a Minor in Art History from Rutgers University.
She attended American liberal arts school John Cabot University in Rome, Italy, where she studied Art History, and studied screenwriting at NYU’s Tisch School of the Arts.
MultiVu, a Cision/PR Newswire division, produces and places compelling content strategically across multiple channels globally to deliver targeted results and drive desired engagement. Created in 2002 from network news veterans and media relations professionals, MultiVu has grown into a content creation and media strategy company, leading in the broadcast communications industry. More information can be found on www.multivu.com.