…And Tactics

Lynn Harris Medcalf, executive VP and co-founder of News Generation, stresses that PR execs need strong pitches to take advantage of the trends in radio newsrooms. "A lot of
people think radio is easy to pitch because there are so many radio stations," she says. "But the amount of time on non-news/talk shows is shrinking...If you have a soft feature,
you need to beef it up with stats and any sort of data. And the news has to be encapsulated in 90 seconds or less."