Every industry seems to have its own series of acronyms used to communicate information to others associated with that industry. The public relations and marketing industry is no exception. Industry acronyms include CPM, AQH, PPC, CTA, CTR, B2B, B2C and the list goes on and on.
In PR, professionals should be aware of ANRs, RMTs and PSAs. But just knowing what they are is not enough. You should know the differences among the three and how they are best used. Let’s start with some quick definitions.
ANR: Audio News Release – Just to complicate issues a bit, an ANR can also be referred to as an RNR or Radio News Release. An ANR is a produced news or feature story, used to create awareness for something of interest about a person, company or product. Some ANR services come with a guarantee of placement while others are pitched and submitted to radio stations or digital audio sources looking for audio content.
RMT: Radio Media Tour – This is a series of pre-arranged live and taped interviews with radio stations, usually scheduled for anywhere from 5 to 20 minutes each. They are conducted with a principal spokesperson or celebrity involved with a cause or project to gain exposure.
PSAs: Public Service Announcements – PSAs are used by radio stations to provide a community service during station or commercial breaks and thousands are used daily. They are employed to promote non-profit or social causes, and provide some type of community benefit.
Each of these vehicles are designed to maximize exposure and minimize expense. But how do they differ?
The Key Differences
ANRs: Guaranteed placement audio news releases are a form of paid media. They will air unaltered and can be broadcast on-air and streamed online. ANRs can be used to promote both nonprofit and for-profit projects. Branded messages do well with guaranteed placement.
ANRs: Pitched ANRs should be used when a story has a strong news angle. Branding should be minimized but can be carefully incorporated into the story. They can be targeted to a specific demographic or geographic area. Pick up and usage of pitched ANRs depends on the perceived news value of the story as determined by the news producers and directors who will evaluate it.
RMTs: These are a long-form way to get a message across and are especially valuable for creating a more intimate connection between the spokesperson and listener. Having an experienced, media trained spokesperson or a celebrity will improve the results of RMTs. They are powerful as they reach morning shows, public affairs shows and are used as means to disseminate a news story. A well-trained spokesperson will be able to answer just about any question she encounters while weaving in a mention of the sponsoring entity in a non-commercial fashion. RMTs are used to raise awareness for causes, products and services.
PSA’s: Radio public service announcements can be 10, 15, 30 or 60-second messages from a 501(c) (3) organization designed to provide community benefit. Stations air them without charge so the real advantage for clients is that they are absolutely cost-free after production and distribution. They must always be tied to some charitable or non-profit cause.
How MediaTracks Can Help
At MediaTracks, we are experts at using traditional broadcast media along with digital media options to optimize client exposure while minimizing costs. Use all the resources available to you to promote your client’s message. Contact MediaTracks Communications and we’ll explain how you can enhance the audience reach for your client’s message.