Taking us through the ways to publicise yourself and your radio station was Fiv Antoniou, NEMBC operations officer. He first spoke of how you can expose yourself to audiences and organisations individually. The ways in which someone can do this must start with them labelling themselves as a media journalist, no matter whether they are a volunteer or working in a radio station. The motivation this state of mind provides “empowers you” to step up and create your own story and unique abilities. This can lead to accreditation with major companies through exposure that can come with perks and contacts. This is how you meet high tier CEOs through accreditations, so from first changing your mentality and view of your position in the media, you can continually grow your own product and develop.
Fiv referred to two key concepts with reference to advertising in radio – branding and marketing. These are the main ways radio stations obtain sponsorship deals, especially community radio. There is, however, a difference between marketing and branding. Marketing is the active promotion of a product or service whilst branding pulls, reflects and indicates the true value of a company’s product or service. Branding may be considered as more important, as it determines who becomes loyal to your station. Beginning these sponsorship deals comes with a strategic plan. Aspects such as demographics which require consideration of local businesses that need advertising and persistency with deals are especially important for community radio stations.
Fiv’s main tip developed from personal experience when searching for marketing and branding is ‘read the financial pages’.
Thank you to him for a fantastic workshop!