A radio interview is a powerful tool in the media relations arsenal and offers a vital opportunity for spokespeople to talk directly to a targeted audience, share their expertise and insights to establish thought leadership and credibility.
According to radio statistics published by Tone Island (www.toneisland.com/radio-statistics/), the global radio audience is projected to grow, with over 3.2 billion people expected to listen by 2029, which is about 40% of the current world population.
In many countries, live radio commands the largest share of audio listening time, and the ability to access it via smart speakers, digital platforms, and in-car systems contributes to sustained audience engagement throughout the day.
The immediacy and personal nature of radio make it an ideal platform to build credibility, enhance brand storytelling, and foster meaningful connections with listeners.
Radio In Hong Kong
In Hong Kong, radio broadcasting dates back to 1928, and is currently served by three main broadcasters: Radio Television Hong Kong (RTHK), Commercial Radio Hong Kong (CRHK), and Metro Radio.
RTHK
RTHK is the public broadcasting service with RTHK Radio 1 focusing on Cantonese news and current affairs, while Radio 3 provides English news, music, and current affairs; MoneyTalk in the morning and The Close in the afternoon are the prime business programmes. There is also so a Putonghua Channel offering Mandarin programming and a TV station.
CRHK
CRHK is a private broadcaster operating with CR1 primarily an information channel targeting mature audiences with news and financial programme while CR2 focuses on entertainment and pop culture for younger listeners, and AM864 is mainly a music channel.
Metro Radio
Metro Radio operates three channels: Metro Finance FM104, Metro Showbiz FM99.7, and Metro Plus AM1044 and offers a mix of financial news, entertainment, and music.
Here are Eight PR's tips to help master a recorded interview. A recorded interview gives the spokesperson the opportunity to stop and deliver an answer differently.
12 Tips For Mastering Radio Interviews
- Always position the microphone to one side so you are not talking directly into it. This stops the ‘per per’ sound heard when your breath hits the microphone when saying words beginning with P.
- Do not treat a radio interview the same as a print or online interview. With a print interview, the journalist edits the interview before publication. Your interview may be edited for listenability and end up shorter than expected if you over-promote your company or product.
- Similarly, do not read out answers or from a script, otherwise you may find the interview is cut down considerably or, if live, end sooner than expected.
- You’ve got to know your stuff and treat it like a discussion with your friend.
- Nervous people tend to speak fast. If you speak slowly, this gives the audience time to think.
- Have a smile on your face because you can actually ‘hear’ a smile on the radio. [Conversely, don’t smile too much during a TV interview because you may appear nervous or unnatural.]
- If you provide background to a question and then say, ‘But back to your question’, it’s likely everything you’ve said before will be cut.
- By all means, have bullet points in front of you that you want to cover, but do not read these out verbatim during the interview, as this sounds less than genuine.
- You need to be in the right zone. Too long, makes you long winded and makes you sound like you don’t know what you’re talking about. Too short and it sounds like you’ve got somewhere else to be.
- Being in the studio offers two significant advantages: higher sound quality, which enhances the overall listening experience, and a more conversational atmosphere, making listeners feel like they're part of the discussion rather than just hearing a phone call.
- If you cancel the interview; the onus is on you to find a replacement.
- Journalists are busy people. Asking for a pre-interview call is rarely accepted unless there’s a good reason.
Here's an infographic with 9 tips to master radio interviews.
Take Your Brand to the Airwaves with Eight PR
Ready to harness the power of radio interviews and media relations to elevate your brand? Our team at Eight PR can help you craft a tailored media programme, including strategic radio interviews with top Hong Kong stations, expert media training, and more.
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Contact us at Eight PR to discover how our innovative strategies can drive growth opportunities for your business: +852 9186 2984 | eight@eightpr.com | Visit us at www.eightpr.com to learn more.
About Eight PR
Eight Public Relations is a leading boutique PR agency in Hong Kong offering tailored, innovative strategies to enhance client reputations, drive growth opportunities, and establish brands. This includes public relations, media relations, analyst relations, compelling content creation, and leveraging our global B2B network.
We were a supporting partner for the Wiki Finance Expo in Hong Kong and we were the only public relations firm to sponsor a booth at ReThink 2023, a business event for sustainable development. Plus, we were a showcase sponsor at Fintech Week Hong Kong 2021 and 2022.
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Read More - Media Interview Preparation:Provides tips, and best practices for preparing for media interviews
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Read More - How to Prepare for a TV Interview:Offers essential tips for effectively preparing for a TV interview, emphasising the importance of media training and adaptability.
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