Radio marketing can be a crucial platform to reach your audience, which is no wonder why in 2020 £577-million was spent on radio advertising - and this is important for actors (and writers) to tap into. Back in February, I flew the flag for Reverse Cascade Theatre Company's debut production, Clutching at Straws, on local radio with University York Radio's (URY) Getting Through It chat show hosted by the lovely Emma Herritey. This was my first time on radio, and what a great time it was. This blog post will discuss the benefits of radio marketing and share my experiences on URY.
What is Radio Marketing and Why is it Good for Writers and Actors?
Radio marketing is the use of radio broadcasts—traditional AM/FM stations, satellite radio, or online radio shows—to promote a person, brand, or project. It remains a powerful tool for writers and actors due to its accessibility, wide audience reach, and cost-effectiveness. Unlike visual media, radio relies purely on audio, making it an excellent medium for storytelling, interviews, and thought leadership.
For actors, radio marketing offers a way to showcase their voice, personality, and expertise without needing expensive video production. Writers can leverage radio marketing to discuss their books, screenplays, or creative works, helping them connect with new audiences who enjoy spoken word content.
Radio gives the creative team behind a project the place to showcase their passion and relate to listeners on local, national, or even at an international level. The worst outcome when having worked ardently on a project - sinking hours and hours into it - is for no-one to come and watch, read, or listen. Radio marketing is a brilliant addition to the saturated approach taken by most artists in promoting their work, for it is personal, intimate, and allows your project to be associated with good vibes (as presented by that amazing playlist you will have created.)
Tips and Content Ideas for Actors, Producers, and Directors for Radio Marketing
Leverage Interviews – Whether promoting a new movie, TV show, or stage production, radio interviews provide a direct way to engage with audiences. This is exactly what we did at Reverse Cascade Theatre with URY's Getting Through It programme; we increased our outreach by utilising an already established audience.
Share Behind-the-Scenes Stories – People love hearing about the creative process, casting decisions, and interesting challenges faced during production.
Create Audio Dramas or Short Scripts – Actors and directors can collaborate to produce compelling radio content that showcases their talent.
Sponsor or Guest on Podcasts – Many radio stations now offer podcast formats where actors and filmmakers can share insights about their craft.
Announce Local Events – Promote upcoming screenings, book launches, or theatre performances through community radio stations.
Engage with Call-In Shows – Participate in live discussions where fans and listeners can interact with you directly.
Tips for Actors on Radio Talk-Shows
Use a Strong, Clear Voice – Since radio is an audio medium, enunciate well and use a dynamic tone.
Prepare Soundbites – Have key talking points ready to keep the conversation engaging and informative.
Tell Personal Stories – Audiences connect with authenticity; share personal experiences related to your craft - or just life in general: I mentioned being rejected by a Viking when flyering to promote Clutching at Straws, but you don't have to be as absurd as that.
Be Expressive – Use vocal inflections to convey enthusiasm and emotion.
Mention Where to Find You – Always end the segment with your social media handles, website, or upcoming projects.
An Example of a Good Radio Marketing Campaign
A great example of effective radio marketing is how a film director promoting an independent movie used a combination of live radio interviews, podcast guest appearances, and a short serialised radio drama featuring clips from the film. The campaign included:
Interviews on major film-centric radio stations discussing the movie’s inspiration and production process.
A mini audio drama adapted from the screenplay to tease the plot.
A contest where listeners could win free tickets by answering trivia questions about the film.
Social media integration, allowing listeners to engage further after the broadcast. This multi-faceted approach ensured that different audience segments were engaged through various radio channels.
My Experience of Radio: Getting Through It on URY
Firstly, what is Getting Through It? Well, here I have grabbed the logline from URY's website: Join me (Emma) and a few friends as we discuss the highs and lows of the week! But rest assured no matter how bad it seems we'll always see the bright side, celebrate the little wins and share the songs that are getting us through it!
This was my first radio gig, sat alongside my Clutching at Straws co-star, Joanna Szlendak, who played the energetic B. I was a little nervous at first, but a pre-conversation with Emma quenched those fears (as well as the soothing intervals where our hand-picked music played and we were reminded of what was next on the show's agenda.) I ensured that I drank plenty of water, conscious that a dry mouth would curse listeners with the dreadful smack and pop of parched lips. Definitely relax; treat the radio show as a conversation between you and a friend (that friend being the host that you met fifteen minutes before the show - it's exciting!)
Radio shows (from my narrow experience) are a strange balance of knowing that you are being listened to but not being able to see the audience (which, as an actor, feels very vulnerable, as you can usually gauge whether you're doing a good job or not from the audience's reactions - although, some people may prefer the judgement-less void.) Either way, you will find yourself performing for those invisible spectators - try and remind yourself to remain relaxed, natural, conversational. It can make you very self-consciousness, and you may even pamper your appearance despite knowing that no-one can see you.
Not with the aim of making you more self-conscious, but aim to vary your tone and sound engaging. People are listening to you for information, yes, but mostly to be entertained. You are competing for their attention; they could easily be watching TV or listening to Greg James at that moment - give them a reason to choose you. Show them the personality that has made such a terrific product. Showcase your brand (I shall make a post on an actor's brand in the future - stay tuned!)
Ultimately, be YOU!
You can listen to my radio appearance here - discover my escapade with a Viking, laugh about the equal absurdity of Clutching at Straws, and enjoy some fab tunes, from THe Doors to Billy Joel.
Conclusion
Radio marketing is a highly effective promotional tool for actors and writers. Whether through interviews, storytelling, or interactive segments, it provides a direct way to connect with audiences and build a personal brand. By leveraging creative content and engaging storytelling techniques, actors and writers can maximise their exposure and create lasting impressions on listeners.
Another reminder that you can listen my radio appearance here.
Happy listening!
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