By: Seth Resler
Jacobs Media Strategies
If your radio station would like to get press coverage — and what station wouldn’t? — it’s a good idea to put together an electronic press kit (EPK). An EPK is a collection of digital resources that make it easy for journalists and others in the media to publish a story on a particular subject. We often associate EPKs with musical artists, but it’s a good idea for radio stations to create them as well.
Here’s what to include in your radio station’s electronic press kit:
- Logos: Include color and black and white logos, both high resolution (300 dots per inch) for print and low resolution (72 dots per inch) for the web.
- Station Description: Include a boilerplate paragraph about the radio station. This is probably the same paragraph that you include at the end of your station’s press releases. You may want to create different paragraphs for different audiences. For example, the local arts and entertainment paper may require a different description than the local business journal.
- Bios and Headshots of Key Staff Members: If a journalist wants to write about one of your airstaff members, make it easy for them. Include photos of your morning show personalities separately and together as a team. Remember to make both high and low resolution photos available.
- Descriptions of Key Shows: Include short descriptions of key shows, including the morning show and any specialty shows that you air.
- Descriptions and Photos of Signature Events: Include photos and short descriptions of signature events, such as annual concerts or fundraisers.
- Publicity Photos: Include a few general radio station photos, including promotional appearances, famous artist interviews and in-studio action shots.
- Fact Sheet: Compile a list of key facts about the radio station, including its ratings, revenue numbers and years in business.
- Important Links: Make it easy for journalists to link to appropriate webpages by including a list of important links, such as your station’s homepage, social media pages and webpages for key shows, on-air personalities and events.
- Highlight Video and Aircheck Reels: Many outlets like to take advantage of multimedia, so if you have a short video that shows off the radio station or audio files of DJ airchecks, make them available.
- Press Clippings and Testimonials: If people are saying good things about your radio station, let the world know. Include links to any press about the station, as well as testimonials from clients, artists, local community leaders and important figures in the music industry.
Once you’ve assembled all of the above onto a single webpage, include a link to this page in your website footer. It’s up to you whether you want to require a password to access the EPK. Be sure to include a link to your station’s EPK in all press releases that you send out, and periodically review it to see if it needs to be updated. By compiling all of these materials together, you’ll make it much easier for journalists to cover your radio station.
For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.
Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.