How to Plan a Radio Campaign People Remember
Choose stations and programmes by their listeners, write for the ear with one message and a memorable sound, repeat it enough to register, and use presenters and interviews alongside adverts.
A radio campaign people remember chooses stations and programmes by their listeners, writes for the ear with one clear message, uses a distinctive sound or voice, and runs often enough for the message to register. It combines adverts with presenter mentions, interviews and on-air activity where appropriate, and gives listeners a simple next step they can remember without writing it down.
For brands, events and organisations in Ghana, radio remains a powerful way to reach large and specific audiences, including people who are less active online.
Choose programmes, not just stations
Each station has different programmes with different listeners at different times. A morning drive show, a sports programme and a late-night music show reach different people. Ask stations for information about their programmes' audiences and choose the slots that match your target listeners.
Consider language as well. Some audiences are best reached in English, others in local languages.
Write for the ear
Radio listeners cannot re-read. Effective radio copy:
- Makes one point
- Uses short sentences and everyday words
- Repeats the brand name and the key action
- Paints a picture with sound and description
- Ends with an action that is easy to remember
A simple website address, a memorable phone number or a clear location works better than a long list of details.
Make it distinctive
A recognisable voice, jingle, sound effect or musical cue helps listeners connect separate adverts into one campaign. Keep it consistent across the campaign.
Plan frequency
A single advert rarely registers. Plan enough repetition across the campaign period, especially in the days before a deadline such as an event date or offer end. Balance frequency against budget and the risk of irritating listeners.
Use presenters and editorial opportunities
Presenter-read mentions can carry the trust listeners place in a familiar voice. Interviews and studio appearances let you explain more than an advert can. Live outside broadcasts can bring energy to events and launches. Prepare spokespeople properly; see how to prepare a spokesperson for a media interview. Remember that editorial coverage is the station's decision, and paid content should be clearly agreed.
Connect radio to other channels
Radio works well alongside outdoor and digital media: outdoor builds recognition, radio explains, digital provides a way to act. See how to coordinate digital, radio and outdoor advertising and how to plan out-of-home advertising in Accra.
Confirm the details with stations
Agree the schedule, spot lengths, production requirements, approvals, pricing and proof of broadcast in writing. Check scripts for accuracy before recording.
Measure the response
Use a dedicated web page, phone number or promotional code for radio listeners where possible, and ask new customers how they heard about you. Request proof of broadcast to confirm adverts ran as booked. Treat results as evidence, not proof, as radio often works alongside other channels.
Our Women of Valour work included media outreach with JoyFM and StarrFM alongside television and social media.
Related reading: how to pitch music to radio presenters and DJs and how to set campaign objectives you can actually measure.
PR369's Marketing and Brand Strategy service includes integrated campaigns across radio, outdoor and digital. Email info@pr369.com with your campaign objective, audience and budget. We will begin with a strategy conversation.
