Today’s RAJAR figures show something of a radio revival: Almost 92% of the nation now tune in on a weekly basis, with Radio 4 leading the charge in terms of growing listener numbers.
Some put the highest figures since records began in 1999, down to technological advances – mobile phones, iPods, digital TV and online ‘listen again’ services have all made radio more accessible. But those of us in the know suspect it’s also to do with the engagement factor.
Radio has become less a broadcast and more a conversation medium with topical issues, online content and real-time analysis of what happening in the world making it more interactive than ever before.
The great thing about this for us is that radio is the perfect way of engaging people. The commercialisation of radio has meant the stations are far savvier and it can be difficult to secure editorial endorsement, but when it works well, as it did last week for us with Disney Junior’s Million Disney Memories campaign, its brilliant.
A simple drop of Disney goodies and compelling audio, coupled with a radio junket with a relevant and interesting celebrity ambassador provided the perfect broadcast coverage to drive the word of mouth that a campaign of this nature demands.
And as PR becomes less about broadcast and more conversation and engagement, we’d do well to remember that radio, although not always the easiest medium to crack, can in many (but of course not all) incidences, be the perfect partner.