A growing number of PR execs are raising the dial on using ANRs as a way of getting radio publicity for their clients, both internal and external. But is anyone listening on
the other end? A survey conduced this summer by Tobin Communications Inc. found that a majority of radio stations do not use ANRs. Part of the problem: radio news staffs are
leery of receiving stories they get -- in a homogenized format -- that do not lend themselves to independent interviewing, reporting and analysis. Twenty radio outlets nationwide
responded to the survey: Here are some of the main stats:
- 80% of respondents say they never or rarely use ANRs for stories that make it on-air.
- 70% of respondents say ANRs are not at all or rarely helpful when it comes to developing stories or news items.
- 80% say they sometimes or often use telephone interviews with spokespeople for stories that make it on-air.
- Only 10% of respondents said telephone interviews with spokespeople are not at all or rarely helpful when it comes to developing stories or news items.
- 100% of respondents say if they had a choice between access to a spokesperson for a telephone interview or a prepackaged ANR, they would prefer access to a spokesperson.