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An Audio News Release or ANR (sometimes called a Radio News Release or RNR), is a :30 or :60 second produced news or feature segment about your product, service, company or brand, that is distributed to radio stations and networks. Radio is great at raising awareness and concise, compelling newsworthy ANRs can generate interest for your company.
The first step to an effective ANR campaign is finding a vendor you can trust to get the job done right. Some companies offer basic ANR services, usually as part of a package along with other services. You might prefer to work with a radio partner with the contacts and expertise to distribute your message effectively, and with access to the data necessary for accurate reporting. Here are some things to pay attention to when choosing a vendor:
Audio News Release Distribution Methods
Ideally, your vendor should offer you many choices for distribution, including the option to target listeners within specific geographic locations and demographics, as well as those who speak multiple languages. Feeding your ANR to a targeted list of individual outlets empowers station news directors to incorporate your message more organically and seamlessly into the rest of their content. They decide when and how often to broadcast it.
You will also want to ask vendors about their options for “Guaranteed Placement,” which ensures your message airs on a specific program or network, unedited and unaltered, giving you complete control over the message you are broadcasting. Using this approach for highly branded messages ensures you’ll still get significant placement and results for your outreach.
The more varied and flexible your vendor is, the better they will be at meeting all your radio needs over the long haul.
Tracking Usage and Listenership of your ANR
To serve you effectively, broadcast vendors must be able to track listenership. Only then can you determine how well they’ve reached your target audience by providing you with accurate results. Find out what kinds of relationships they have with the news outlets they’re feeding to or the networks on which they’re placing your ANR. Ask your vendor about the methods they employ for following up on the usage of an ANR. Do they follow up with calls and emails to every outlet or a percentage? Do they maintain updated lists of network affiliates?
ANR Audience Measurement, Analysis and Reporting
Nielsen Audio is the industry standard for measuring listenership. Their data delivers comprehensive information on the number and demographic makeup of listeners to your Audio News Release. The data can be as broad as determining total weekly listeners for stations or can be drilled down to a specific daypart and moment in time. Ask your vendor if they subscribe to Nielsen or use a similar service.
Airchecks can be utilized to confirm broadcast airings and to provide clients with recorded copies of exactly what went on the air. Be prepared to add to your budget if airchecks are needed, as these are done by companies that specialize in monitoring broadcast media outlets. It’s best to arrange tracking for airchecks in advance of when you anticipate airings to occur. It’s easier set up tracking in advance than it is to go back and try and find a broadcast that may have occurred days or weeks ago. Find out ahead of time what type of report you’re getting and what type of data it includes.