A typical Radio Release® involves the following services.

1. Interview and Production
To get started, all we need is a draft media release to establish the main points and key messages for your Radio Release.

We then conduct a brief telephone interview with your spokesperson and help them to deliver comments that are ideal for a typical radio news bulletin.

Our experienced producers then edit a selection of broadcast-quality grabs (around 10-15 seconds each) which are emailed to you for approval.

2. Distribution and Access
Once your audio grabs are approved and your press release is finalised, we then prepare and package your Radio Release for distribution.

At the nominated time, newsrooms receive an email alert which includes a brief summary of your Radio Release and a direct link to our exclusive radio-only website.

Importantly, our email alerts and website are localised for each newsroom so your Radio Release is targeted and always stands out from the crowd.

3. Realtime Feedback
As soon as your Radio Release goes live, you'll be provided with a comprehensive Feedback Report so you can monitor its progress in realtime.

The report lists all newsrooms which have downloaded your grabs to their on-air system, distinct from those which have simply previewed your release.

In addition, the report is updated with a selection of broadcast samples so you can actually listen to your Radio Release being presented on-air.

Additional Services
Radio Release grabs may also be posted on your organisation's website or made available to other media outlets at no additional cost.

You may also request an audio hyperlink for your conventional press release. This allows all media (not just radio) to access a genuine quote from your spokesperson.

Naturally, Radio Release is flexible depending on your organisation's specific needs and budget. If you wish to discuss a forthcoming announcement, please contact us.

Why Radio?

Despite the proliferation of smartphones and social media, broadcast radio remains an essential source of news and information for most Australians.

Radio Release® is designed to maximise the countless opportunities that radio provides and the prospect of multiple news reports on hundreds of radio stations.

Radio Release is also particularly effective for extending radio coverage throughout regional and rural Australia where newsrooms demand localised content.

So why settle on a conventional press release? Radio Release could deliver a far greater audience, frequency and impact for your message.

To harness the full power of radio, please contact us before your next announcement.

Radio Release® has proudly worked with a range of high-profile organisations and spokespeople. A small sample of audio is available here.

David de Carvalho from the Australian Curriculum, Assessment and Reporting Authority goes through the latest results from NAPLAN – October 2022.

President of the RACGP, Adjunct Professor Karen Price, expresses her concerns for the sector ahead of a crisis summit in Canberra – October 2022.

Anita Dessaix from Cancer Council Australia says e-cigarettes are becoming increasingly easy for teenagers to access – September 2022.

The Telecommunications Industry Ombudsman, Cynthia Gebert, reveals findings from their latest annual report – September 2022.

GP and Women's Health Advocate, Dr Ginni Mansberg, explains the impact of menopause and newly-available treatment options – September 2022.

John Ryan from the Pennington Institute reveals the alarming toll of drug overdoses in Australia – August 2022.

Keren Ludski from Red Nose Australia promotes their annual fundraiser which supports families impacted by the sudden loss of a child – August 2022.

Misha Schubert from Science & Technology Australia talks about the importance of trusted expertise and information – August 2022.

Cath Stone from Red Cross Lifeblood says thousands of people who previously travelled to the UK may now be eligible to give blood – July 2022.

Chief Executive of the Business Council of Australia, Jennifer Westacott, talks about their priorities ahead of the landmark Jobs and Skills Summit – July 2022.

NSW Chief Health Officer, Dr Kerry Chant, says the little things make a big difference in stopping the spread of COVID-19 and influenza – July 2022.

Listen to Audio Samples

Radio Release® requires surprisingly little investment despite its potential to deliver outstanding radio news coverage.

Our pricing is based on a modest production fee plus a small distribution charge for each newsroom or radio program notified of your release.

All costs are finalised prior to distribution and there are no additional fees regardless of how many times your grabs are downloaded or broadcast.

Most importantly, the initial cost of a Radio Release is quickly overtaken by the valuable news and editorial coverage your organisation could achieve.

If you'd like to receive a no-obligation quote, or receive a confidential assessment of your broadcast prospects, please don't hesitate to contact us.

What are audio grabs?
Audio 'grabs' are short extracts of audio taken from an interview; they’re an essential element of most radio news bulletins. Please see our portfolio page for some examples.

Why don't I just send a press release?
You can, however you’ll need to overcome some major obstacles to achieve radio coverage.

• Have you targeted the right radio newsrooms and contacts?
• Is your story relevant to each radio newsroom and its target audience?
• Will radio newsrooms be interested in your press release (over hundreds of others)?
• Can your entire press release be reduced to a three line radio story, or less?
• Is the story good enough without audio grabs?
• If a newsroom wants audio grabs, will they be able to get them?
• Will your spokesperson be available and ready for interview?
• Is your spokesperson good talent?
• Are you prepared for dozens of phone calls at 4am?
• Will you meet every newsroom deadline?
• Is your competition or opposition better prepared?
• Will your story be presented in the best possible light?

A Radio Release® proactively addresses all of these issues and is designed especially for radio newsrooms. Clearly, it puts your announcement well ahead of a standard press release.

Does Radio Release guarantee radio coverage?
As with any media release, radio news coverage cannot be guaranteed. However, by adapting your announcement especially for radio, your broadcast potential is significantly increased.

Rest assured, we’ve achieved coverage for just about every single Radio Release we’ve ever produced and we can always provide a confidential assessment of your broadcast prospects.

Does Radio Release charge a fee to radio stations?
No. Many radio newsrooms rely on a very limited budget so Radio Release helps by providing quick, easy and free access to broadcast-quality audio.

What is the process for creating and sending a Radio Release?
The process for creating a Radio Release is usually straightforward:

1. Client provides background information, interview is scheduled
2. Interview is conducted, draft grabs are emailed to client
3. Client approves grabs and supplies final press release
4. Release goes live at agreed time
5. Client receives realtime Feedback Report

How much lead-time is required for a Radio Release?
To avoid disappointment please contact us as soon as possible to discuss the interview and production requirements for your forthcoming announcement.

In urgent cases, it is possible to produce a Radio Release in around one hour however this may depend on other releases and interview bookings.

For best results, initial arrangements should be made at least one week prior to your announcement so production can be finalised well ahead of all newsroom deadlines.

Ultimately, the more time that is given to prepare and produce your Radio Release, the greater your chance of success and achieving maximum coverage.

Do you conduct interviews in person?
We record all of our interviews by telephone; this is common practice for radio newsrooms.

Telephone interviews have a major advantage because the spokesperson can be located anywhere, provided they have access to a telephone (although landline is preferred).

Rest assured, all radio newsrooms are familiar with using telephone audio in their news bulletins.

How long is the interview?
Most interviews take only 5-10 minutes, however we reserve a 30 minute window to allow for minor delays and to maintain a buffer between other interviews.

Your spokesperson can call us at the agreed time or we can phone them on their nominated phone number.

Remember, the purpose of the interview is to obtain news grabs, so the interview and answers need only be short, sharp and focus on the key elements of the announcement.

And, if required, we will gladly repeat any interview questions so that your spokesperson is given every opportunity to deliver their best response.

Should we script answers?
We strongly advise our clients to avoid scripting answers or grabs.

Scripted grabs sound contrived and detract from the raw quality newsrooms prefer; in fact some newsrooms will not consider them for broadcast.

If a spokesperson needs guidance, it is okay to provide a couple of brief points but the answers should always be delivered off-the-cuff, in the spokesperson’s own words.

What radio stations is Radio Release delivered to?
Radio Release maintains a database of more than 500 commercial and community radio stations across metropolitan and regional Australia.

Importantly, Radio Release is sent only to contacts who actually make editorial decisions; there's no wastage or duplication which can add unnecessary costs.

Due to Australian Broadcasting Corporation (ABC) policy, these outlets are excluded from direct email distribution however alternative arrangements can be made on request.

Why is Radio Release different from other media release services?
Radio Release is entirely focused on producing and distributing audio news releases.

While other companies are stretched across a range of media, Radio Release is 100% dedicated to reaching radio newsrooms better than any other agency in Australia.

We have a detailed understanding of each radio newsroom and its respective broadcast stations while other agencies 'scattergun' your release, believing near enough is good enough.

Radio Release also customises and targets your release for each newsroom. This strategy is particularly effective in gaining their attention, instead of the lazy 'one size fits all' approach.

At the end of each campaign, you receive detailed feedback plus broadcast recordings at no additional cost - other agencies may leave performance measurement entirely to you.

Above all else, Radio Release is accountable. We don’t employ a ‘send and forget’ mentality. We’re actively involved in every project, from production to the final broadcast, and beyond.

How do I measure the success of our Radio Release?
Each time you send a Radio Release, you’ll receive a detailed Feedback Report outlining which newsrooms have downloaded your grabs and their respective broadcast stations.

The report provides a very good indication of which radio stations have actually broadcast your grabs, distinct from those which have simply previewed your release.

We also provide a limited selection of broadcast samples (where available) so you can listen to the item being presented on-air.

Some of our clients also engage the services of a media monitoring company to help detect coverage for their Radio Release and broader media campaign.

Although it must be stressed, even the largest monitoring companies do not monitor every single radio station at all times, so many instances of coverage may not be detected.

Does Radio Release produce or distribute advertisements?
No. Radio Release is designed only for the production and distribution of news content.

Whether an item is considered ‘newsworthy’ can be subjective however Radio Release reserves the right to reject material which is clearly advertorial.

Does Radio Release produce Community Service Announcements?
Radio Release does not produce Community Service Announcements (CSAs) in the traditional thirty-second format.

Nevertheless, Radio Release can provide an effective way to achieve similar outcomes to a CSA campaign, without the typical production costs.

Any other questions?
Please don’t hesitate to contact us.

Radio Release® delivers a major breakthrough for radio newsrooms by transforming the traditional press release into a broadcast-ready package, complete with audio grabs.

With Radio Release there's no need to chase interview talent or play 'telephone tag' just to record a couple of straightforward news grabs - the work has already been done.

Accessing Radio Release is incredibly easy. When a new item is published, the relevant newsrooms receive an email alert which includes a direct hyperlink to the release and grabs

And the best news? Radio Release is provided absolutely free to radio newsrooms. There are no fees or charges whatsoever to register an account, download or broadcast a grab.

Radio Release is also available to other broadcast professionals, including talkback producers. Naturally, you may also request an extended interview with the relevant spokesperson.

To register a new account, newsrooms and broadcasters are invited to click here.