Market Trends

Working with Radio

Professor's Study Shows 20% Of Releases Are Never Opened

If you've ever wondered how radio stations make decisions about whether they use the press releases you send them, a new study by Joseph E. Burns, assistant professor of communications and theatre arts at Susquehanna Univesity in Selinsgrove, Pa., shows that 20 percent of releases sent to stations are thrown away without being opened. Burns says often radio journalists base whether they open an envelope containing company news on whether the source has been reliable in the past and whether it has established a relationship with the station. (The survey was based on a four-week case study of one anonymous radio station.)