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Riding the Airwaves

A radio tour can help you spread your message coast to coast without spending a fortune. So are you ready to take the mic?

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This story appears in the February 2006 issue of Entrepreneur. Subscribe »

Do you want to raise awareness of a product, service or issue, but lack the deep pockets required for a nationwide advertising campaign? Or perhaps you're looking for the kind of credibility advertising can't buy. By conducting your own PR radio tour, you can win the publicity you need, generate millions of gross impressions to promote your business and even establish yourself as an expert in your field. Just follow these six steps:

1. Set a PR goal. What do you want to achieve with your radio tour? Suppose your firm specialized in diagnosing and treating "sick buildings." Your goal would be to become recognized as a national expert on remedying indoor air pollution. Or imagine that you've created a child recovery program that helps ensure the safe return of lost children. You could present important safety tips on the radio with the goal of raising awareness of your program among parents.

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