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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?

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 advertisingcampaign? Or perhaps you're looking for the kind of credibilityadvertising can't buy. By conducting your own PR radio tour,you can win the publicity you need, generate millions of grossimpressions to promote your business and even establish yourself asan expert in your field. Just follow these six steps:

1. Set a PR goal. What do you want to achieve with yourradio tour? Suppose your firm specialized in diagnosing andtreating "sick buildings." Your goal would be to becomerecognized as a national expert on remedying indoor air pollution.Or imagine that you've created a child recovery program thathelps ensure the safe return of lost children. You could presentimportant safety tips on the radio with the goal of raisingawareness of your program among parents.

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