We talk about social media a lot these days but when it comes to traditional media, radio remains the most powerful, yet the cheapest, mass medium for reaching large numbers of people in this country. From the kid in Nairobi plugged in on his mobile phone, to his shosho upcountry glued to her transistor, everyone is listening to radio.
Well, nearly everyone. A 2013 IPSOS Synovate study found 9 out of 10 Kenyans over the age of 15 listen to the radio on a weekly basis.
By contrast, less than half (45 per cent) watch TV weekly.
Here’s the really great news. As a former manager of a commercial radio station, I can tell you that getting your message out on radio is easier than on any other traditional media platform. I’m not talking about buying radio advertising spots. I’m talking about free coverage. There are over 100 radio stations in Kenya, and radio producers are always looking for interesting and knowledgeable voices to fill the airwaves. If your organization is doing something you think the world should know about, be proactive and call your local radio station. There is a good chance that they will be willing to put you on air.
There are a few things to consider before you go on air however. Find out as much as you can about the radio station, and ask the following questions:
- How/where will you be interviewed? In the studio or by phone?
- Who will be listening? Who is the station’s target audience?
- What language will the interview be in?
- How long is the interview?
- Who will be interviewing you?
- What show will you be appearing on?
- Will it be a recorded interview or a live broadcast?
The interview
Suppose a radio station contacts you first for an interview. What do you do? Well, the first thing is don’t panic. Ask questions before agreeing to participate. What is the story? What would the station like from you? Generally speaking the media will call to speak to you for three reasons:
- Your organisation is promoting something and the media wants more information.
- Something is in the news and you or your organisation is expected to have a view on it.
- Your organisation has been criticised for something and the media want you to explain or defend your position.
On the rare chance that the third reason applies and you get caught in one of those “busted”-type ambushes where the presenter puts you on air without any warning, do not say the first thing that comes to mind. Instead, calmly ask the presenter to repeat him/herself. If it’s a question you can answer easily on the spot, do so. If not, do not lie, guess or speculate. If you do not know the answer to a question, offer to get back to the reporter with the required information. If the interviewer tries to talk about something that you are unsure about, tell him/her politely that you are not the best person to speak to on that issue. Do not try to bluff. And never say “no comment.” It makes you look guilty even when you aren’t.
To be continued in the next post…
Promote Your Cause! 
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