What to Know Before Booking a Radio Media Tour
Radio continues to be an effective way for brands to reach targeted audiences through trusted local and national voices. Whether used as a standalone campaign or as a complement to television interviews, a radio media tour can deliver broad exposure in a concentrated period of time.
The right radio media tour agency will manage the entire process—from developing the story and targeting stations to coordinating interviews and providing final campaign results.
What Does a Radio Media Tour Deliver?
A radio media tour, or RMT, connects a spokesperson with radio hosts across the country for a series of live or recorded interviews. The interviews are usually scheduled back-to-back over several hours and may include national networks, major-market stations, regional and multi-regional programs, and local radio station bookings.
A strong national radio campaign can help a brand reach listeners in multiple markets while giving the spokesperson enough time to communicate key messages. Because radio interviews are conversational and usually longer than television segments, they can also provide a greater opportunity to explain a product, initiative, or timely issue than a short TV interview.
Some campaigns may also include podcast bookings to extend the reach of the story and connect with more specialized audiences.
What Should You Look for in an RMT Agency?
Choosing a radio media tour company should not be based on the lowest price or the highest promised number of interviews. Look for an agency with established producer relationships, experienced radio interview booking capabilities, and a clear understanding of what makes a story relevant to radio audiences.
The agency should help shape the editorial angle, develop talking points, prepare the spokesperson, and target stations that match the campaign’s audience. It should also explain the radio media tour cost, what is included, and whether interview or audience guarantees are provided.
A professional radio spokesperson tour should feel organized and efficient from start to finish.
What Happens on the Day of the Tour?
Most RMTs take place during the morning, when radio listenership is often strongest. The spokesperson joins interviews by phone, high-quality remote audio connection, or from a professional studio.
Interviews are typically scheduled every 10 to 15 minutes. A producer remains available throughout the tour to keep the campaign on schedule, confirm station connections, and manage any last-minute changes.
Results should be measured through confirmed bookings, completed interviews, estimated audience impressions, market reach, and available recordings or airchecks. These details provide a clear picture of the radio broadcast coverage generated by the campaign.
Frequently Asked Questions
What is a radio media tour and how does it work?
An RMT is a scheduled series of radio interviews featuring one spokesperson and one central story. The agency develops the campaign, books the stations, coordinates logistics, and manages the interviews.
How many radio stations are typically booked in an RMT?
A typical campaign may include 10 to 25 or more interviews, depending on the story, spokesperson, timing, and target audience.
What is the difference between a radio media tour and an audio news release?
An RMT features live or recorded interviews with a spokesperson. An audio news release is a pre-produced story distributed to stations for possible use.
How long does a radio media tour take to plan and execute?
Most campaigns require approximately three to six weeks, although timely stories can sometimes be organized more quickly.
Can a radio media tour be combined with a satellite media tour?
Yes. Combining an RMT with a satellite media tour can expand coverage across both television and radio while making efficient use of the spokesperson’s time.
PLUS Media develops and produces targeted radio media tours designed to generate meaningful interviews, measurable reach, and reliable execution. Contact PLUS Media to discuss how an RMT can support your next campaign.
