1. 1. OUR STORY 30+YEARS IN THE COMMUNICATIONS INDUSTRY PRODUCTION DISTRIBUTION MEASUREMENT FIFTH STORY National network of print, online and broadcast media contacts Chosen by the CPRS to manage MRP, the industry standard in earned media measurement
2. 2. 2014 WAS A GREAT YEAR! 3 3 5 RADIO SEGMENTS EARNED MEDIA PICK-UPS 51,000 PICK-UP PER CLIENT IN ENGLISH CANADA +12% +140% PICK-UP PER CLIENT IN FRENCH CANADA 274clients
3. 3. THE POWER OF RADIO 15.4 million Canadians commute to work; 4 out of 5 in private vehicles. The average Canadian commute time is 65 minutes a day. The majority of those Canadians would be tuned-in to their local radio station (source: StatsCan).
4. 4. Source: Fifth Storys 2014 Radio Survey THE POWER OF RADIO
5. 5. HOW DO RADIO STATIONS WORK?
6. 6. WORKING FOR RADIO 60-second time clock Think of your local radio station as one big clock every specific role and function drives on a 60-second time clock.
7. 7. Why? Because just like in content marketing audience is everything. By developing benchmarks within the hour news, weather, entertainment, etc. stations create their own individual personalities. Benchmarks also let listeners know when to tune in for the information they want. WORKING FOR RADIO 60-second time clock
8. 8. With that in mind, is it any wonder 98% of radio broadcasters prefer 60-second radio segments (or shorter)? WORKING FOR RADIO 60-second time clock Source: Fifth Storys 2014 Radio Survey
9. 9. HOW TO WRITE FOR RADIO?
10. 10. Scriptwriting for radio is about accessibility. Be informal Tip 1: Write as you speak. Imagine youre speaking to someone else. Tip 2: Use smaller words and shorter sentences. Be succinct Tip 1: Avoid unnecessary verbiage. Focus on what is most important. Tip 2: Read your script aloud this will help you determine whether the sentences flow from one to the next or if the messaging has been lost. WRITING FOR RADIO Write as you speak
11. 11. Radio listeners are multitaskers. You need to capture and keep their attention. The beginning of your radio segment should be engaging. Tip 1: Start by identifying your target audience and the overall message. Tip 2: Identify whats unusual about your product/service/company and use this point to craft your editorial hook. Shorter scripts are more effective. Tip 1: 60-second radio segment = 150-word script. Tip 2: Focus on what is most important. WRITING FOR RADIO Identify the editorial hook and get to the point
12. 12. The less you mention your brand the better. Too many brand mentions cause the radio segment to lose its editorial integrity. Tip: All major branding of your product/service/company should be in the spokesperson quote. WRITING FOR RADIO Be mindful of brand mentions
13. 13. Only use one spokesperson. Tip: Choose someone who is comfortable with your messaging, at ease being recorded and not averse to a little coaching if need be. WRITING FOR RADIO Select the right spokesperson
14. 14. SCRIPTWRITING 101 Be creative with your hook Make it short and sweet Use a spokesperson who is comfortable and confident Limit your branding
15. 15. 1. Fast turn-around only 6 weeks from script writing to final reporting 2. Strong pick-up of the 600 commercial radio stations across Canada, 379 picked up the radio segments produced and distributed by Fifth Story in 2014, with a 63% penetration rate. 3. Balanced pick-up between the regions as well as between English and French 4. Great results on average, a radio segment produced and distributed by Fifth Story is picked up 38 times and generates about 1.4 million impressions in earned media coverage. 5. Integrated communications the combination of a radio segment with articles provides multi-platform exposure and greater results. TOP 5 REASONS TO USE RADIO
16. 16. #ContentTalks Get insights on content creation, promotion and measurement Working for Radio How do radio stations work Writing for Radio How to write for radio 2014 Radio Survey Find out what radio broadcasters are looking for to gain greater earned media exposure Content Marketing Editorial Calendar Find out what to talk about and when to create original, relevant and timely content ADDITIONAL RESOURCES