According to Nielsen, 93% of adults in America tune in to radio every week. That’s 240 million people each month. In fact, radio is still the most popular form of media consumption, surpassing even the PC, tablet, TV-connected device, smartphone, or television. As the medium with the largest overall reach, radio provides tremendous opportunities for delivering news, community-focused messages, and feature stories to a significant audience either locally, regionally, or nationally.

While they’ve been around for a long time, audio news releases (ANRs) are still a proven and effective method for disseminating news and feature stories to radio listeners across the country. Knowing how to do targeted ANRs could be an exceptionally effective marketing tool for your business.

The nuts and bolts of targeted ANRs

One of the most attractive advantages of using ANRs over other forms of news distribution is their ability to be fully targeted while remaining cost-effective. The key elements of ANR development include creating a story with a strong news hook and if possible, local appeal. A succinct, well-written script is also crucial because you need to convey critical information in a matter of thirty to forty-five seconds. Use a spokesperson’s soundbite to provide expert opinion or to convey the key facts of the story. Voiceover and production are also significant as the piece must hold up to the broadcast standards of the nation’s largest radio stations.