Looking for a Win-Win? Consider a Radio Partnership


It’s true, the line is blurring between PR and marketing, particularly at the Greater Philadelphia Tourism Marketing Corporation (GPTMC). You see, they don’t pitch stories to radio anymore, says Jeff Guaracino, VP of communications at the GPTMC. Instead they set up media partnerships with stations. If you have content that fits radio stations’ needs, you might want to check into partnerships. Warning: Building and keeping relationships is labor intensive. Here’s some tips from Guaracino to help you get started:

  • Identify key stations that fit with your messaging. “A local CBS station has a lot of viewers interested in dining and food,” says Guaracino.
  • Be selective and strategic when partnering. The GPTMC gives cash to their radio partners, but “it’s not a media buy, and there are no sales people involved,” says Guaracino.
  • Find stations interested in partnering on shared events, such as those on New Year’s and the Fourth of July.
  • Help partners develop content. For Black History Month, the GPTMC worked with stations to make content more contemporary.
  • Hit niche markets. The GPTMC partners with a syndicated radio show station Proud-FM, which targets gays and lesbians in Toronto.
  • Create customized messaging for partners. Package it in an easy-to-use toolkit.

Read more on this article in PR News.


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.