2. AOIFE Conference - 10th November 2011

3.  Cavan - 2  Sligo – 2
 Donegal - 5  Carlow – 2
 Monaghan - 2  Dublin – 10+
 Clare - 3  Kildare - 2
 Cork - 9  Kilkenny - 2
 Kerry - 2  Laois - 2
 Limerick - 7  Longford - 2
 Tipperary - 3  Louth – 3
 Waterford - 3  Meath - 2
 Galway – 6  Offaly - 2
 Leitrim - 2  Westmeath - 3
 Mayo - 4  Wexford - 2
 Roscommon - 3  Wicklow - 2

4.  What radio stations are in my area?
 What radio stations are in my customers’
area?
 In most counties...there are more people
listening to my regional/local radio
stations than the national stations
combined

5.  What message do I want to give to my
customers?
 When is the best time to reach most of my
customers?
 When is the deadline?
 Will the interview be repeated online or in a
podcast?

6.  Who are the journalists and presenters in my
radio stations?
 Have we attempted to develop a working
relationship with journalist in my regional
radio stations?

7.  Most radio stations feed into Newstalk’s
Regional Radio News Network
 Some radio stations feed into UTV Radio –
FM104, Limerick’s Live 95fm, Q102, LMFM,
Cork’s 96fm, C103 & U105 (NI)
 If it’s deemed newsworthy to a national
audience your event could be included in
their respective network bulletins &
distributed to the news network

8.  Are we holding a press launch?
 What are the benefits of booking an Outside
Broadcast (OB) during our event?
 Are we using Twitter or Facebook to tell our
fans & friends to tune into the radio station to
hear your interview?

9.  Are we overlapping or clashing with our print
media providers?
 Have we free tickets to give away as prizes on
radio?
 What are our competitors are saying/doing?

10.  How will our festival be affected by other
events, sometimes outside our control?
◦ The Budget - VAT reduction, travel tax?
◦ Unemployment – pricing at event, transport
to/from event?
◦ Sporting events – is your county playing a big
match at the same time as your event?
◦ Industry reports - Failte Ireland tourism
Barometers (quarterly); Festival season (June)?

11.  There are numerous annual or seasonal
events to which your event can be attached
 Do we pre-empt them by issuing our own
press release before or after?
 Do we consider if our statement will have a
positive or negative impact on you or your
event?

12.  The more NEGATIVE the event, the more likely it
will become news...
 Do we a crisis management plan and does it
include a designated official spokesperson to
respond to queries relating to negative publicity?
 Only speak on radio if you are confident to do so
and in full possession of the facts
 NEVER NEVER NEVER say “No comment”!!!

13. Techniques for improving your
performance on radio

14.  CLOSE YOUR EYES...the next time you are listening to
the radio (not when driving) & you’ll realise how your
listening sense will be heightened
 NO ONE CAN SEE YOU (often including the
interviewer)...therefore, you have to visualise who
your audience is as they are trying to visualise you
 LISTENERS ARE CUSTOMERS...like stage or TV, you
need to put on a performance in order to retain the
attention of the audience...your customers?

15.  ALWAYS have notes about your event
 KNOW what the interviewer will ask you & be
prepared for any eventuality – (another guest,
breaking story, facts, statistics, financial info)
 GET TO THE POINT - listeners have short
attention spans - so make an impact in the short
time available
 Do not waffle and avoid long sentences

16. Are we getting a positive
return?

17.  When are our customers listening?
 What are the listenership figures for the
various times of the day/week?
 How much information do I need to give...is
less more...15” versus 30”?

18.  The more newsworthy material your festival
can generate the less you will need to spend
on advertising!
 You will get more impact from radio
advertising than from print without paying as
much
 Are my sponsors advertising and if so, will
they change their script to promote the event
they are sponsoring?

19.  Is your loyalty to the radio station considered
when securing your booking?
 You will always be told that you are getting
bonus advertisements but are they relative to
your needs?
 The Rate Card is usually more expensive than
the price you are quoted, but always check

20.  In the Republic of Ireland there are:
◦ 27 local radio stations
◦ 2 multi-city radio stations
◦ 3 regional youth radio stations
◦ 2 National News Networks to regional
stations

21. VIDEO DIDN’T KILL THE RADIO STAR