Seem more-relevant to listeners, by avoiding an all-too-common cliche.
I caution promo writers not to abuse the term "OFFICIAL."
I hear lots of radio in my travels. And I keep hearing stations pronounce themselves the "OFFICIAL" station of something, when they're not; or when there's a better way to state the claim they're making.
Example: weather, radio's #1 information element:
In fact, the only official weather forecast comes from the National Weather Service. Who says there's no more free lunch? The only official forecast is the one you get for free!
Tip: If - rather than paying someone to duplicate what you can rip-n-read from Uncle Sam - you just rip-n-read, tout that! Introduce and promote yours as "THE OFFICIAL FORECAST, DIRECT FROM THE NATIONAL WEATHER SERVICE."
Yet many stations who use commercial weather services, local TV meteorologist, or don't identify NWS as their source pronounce themselves listeners' "OFFICIAL WEATHER STATION."
Says who? It sounds like just another inflated product claim, the kind of hollow BS that causes consumers to be skeptical. And the focus is inside- out. Instead, craft promo language that emphasizes what your audience gets from the station, rather than simply talk ing about what the station does.
If you're got a popular TV face doing your forecast, tell listen ers that they can hear his/her latest forecast "FIRST THING IN THE MORNING, AND THROUGHOUT THE DAY." That's a benefit, since otherwise the only time they could get the forecast from him/her is by watching TV in the evening.
I even hear stations calling them selves "YOUR OFFICIAL TRAFFIC STATION." Who confers that certification? It just doesn't ring true.
In the case of sports:
If you carry the play-by-play, you're the official station of that team, and you should say so. If another team claims to be, sic the team on 'em. You own that franchise.
If you're not the play-by-play station, but you still want to get in on the fun, you might hire the coach to voice an on-air feature, or you could stage a tailgate party, or give away game tickets. Promos should emphasize what you're doing for listeners.
As for events: Negotiate to become "THE OFFICIAL RADIO STATION OF" a prestigious golf tournament, concert, festival, or some other event in your area. Acquire that designation in exchange for on-air promotion, etc.
Bottom line:
Unless you are actually and specifically the "official" station of something, don't say you are. You risk sounding bellicose and unqualified, or not being heard above the din of other radio hype.
Even if you are "THE OFFICIAL STATION OF" something, is that the best way to describe your association with it?
MORE: http://members.aol.com/cookeh/promo.html
Holland Cooke
News/Talk Specialist
McVay Media
www.HollandCooke.com
I caution promo writers not to abuse the term "OFFICIAL."
I hear lots of radio in my travels. And I keep hearing stations pronounce themselves the "OFFICIAL" station of something, when they're not; or when there's a better way to state the claim they're making.
Example: weather, radio's #1 information element:
In fact, the only official weather forecast comes from the National Weather Service. Who says there's no more free lunch? The only official forecast is the one you get for free!
Tip: If - rather than paying someone to duplicate what you can rip-n-read from Uncle Sam - you just rip-n-read, tout that! Introduce and promote yours as "THE OFFICIAL FORECAST, DIRECT FROM THE NATIONAL WEATHER SERVICE."
Yet many stations who use commercial weather services, local TV meteorologist, or don't identify NWS as their source pronounce themselves listeners' "OFFICIAL WEATHER STATION."
Says who? It sounds like just another inflated product claim, the kind of hollow BS that causes consumers to be skeptical. And the focus is inside- out. Instead, craft promo language that emphasizes what your audience gets from the station, rather than simply talk ing about what the station does.
If you're got a popular TV face doing your forecast, tell listen ers that they can hear his/her latest forecast "FIRST THING IN THE MORNING, AND THROUGHOUT THE DAY." That's a benefit, since otherwise the only time they could get the forecast from him/her is by watching TV in the evening.
I even hear stations calling them selves "YOUR OFFICIAL TRAFFIC STATION." Who confers that certification? It just doesn't ring true.
In the case of sports:
If you carry the play-by-play, you're the official station of that team, and you should say so. If another team claims to be, sic the team on 'em. You own that franchise.
If you're not the play-by-play station, but you still want to get in on the fun, you might hire the coach to voice an on-air feature, or you could stage a tailgate party, or give away game tickets. Promos should emphasize what you're doing for listeners.
As for events: Negotiate to become "THE OFFICIAL RADIO STATION OF" a prestigious golf tournament, concert, festival, or some other event in your area. Acquire that designation in exchange for on-air promotion, etc.
Bottom line:
Unless you are actually and specifically the "official" station of something, don't say you are. You risk sounding bellicose and unqualified, or not being heard above the din of other radio hype.
Even if you are "THE OFFICIAL STATION OF" something, is that the best way to describe your association with it?
MORE: http://members.aol.com/cookeh/promo.html
Holland Cooke
News/Talk Specialist
McVay Media
www.HollandCooke.com
