14. January 2016 17:01
Radio has undergone many changes over the years. The way the medium is distributed and even consumed is drastically different from its inception. It is this fluid nature of broadcasting that keeps things exciting for producers. However, as much as radio has changed its principal foundations remain the same. Good content and quality programming are paramount to to a station's success. With that in mind we want to do a quick
overview of a Programming basic – the radio promo.
definition I found for the term is:
A promo (a
shorthand term for promotion) is a form of commercial advertising used in
broadcast media, either television or radio, that are used to
promote a program airing on a television or radiostation/network to
the viewing or listening audience.
a decent description of a promo – it certainly gives you the general idea of
what one consists of – but this particular definition leaves out critical
elements that are an important part of a broadcaster’s promo library. In addition to using promos to highlight features
occurring WITHIN your broadcast, use your promos to also promote important
things OUTSIDE your programming. These
your station website
your social media presence: Facebook, Twitter, Instagram, etc.
your contact information if applicable – email/phone/skype
the promo is YOUR time to promote what you need to make your station the best
possible product reaching the most people.
Since we connect with listeners in so many different ways in this
digital age it is important to inform your listeners where how they can engage
with your station beyond your stream.
Your promos are the perfect place to do that. We can always argue about what the correct
definition of a promo is but I think we can all agree on the one thing: as
Broadcasters we need to Promote Promote Promote!