Guide · Publicity & radio
What is an audio news release, and when does it make sense?
An audio news release (ANR) is a short, produced radio spot that tells your story to listeners. Here’s how ANRs work, when they make sense, and when to skip one.
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If you’ve ever heard a 60-second story on the radio about a health tip, a new study, or a seasonal safety warning, with a narrator and a quick quote from an expert, there’s a good chance you heard an audio news release.
Most organizations know what a press release is. Fewer know there’s a radio version, or when it’s worth doing one. Here’s how it works.
What an ANR is
An audio news release (ANR) is a short, produced audio spot, much like a radio ad, that tells your story and is distributed to radio stations. Instead of sending a newsroom a written release and hoping a reporter calls, you hand stations something they can put straight on the air.
A typical ANR includes:
- A professional narrator who sets up the story.
- A soundbite from your spokesperson, such as an executive, a doctor, a researcher, or a program director, recorded cleanly so it sounds like it belongs on the air.
- A clear takeaway or call to action, like a website, a phone number, or one thing listeners should do.
Most run 30 or 60 seconds. Sixty seconds is the workhorse because radio is built in one-minute blocks, so a :60 drops into a newscast, a feature slot, or a break without anyone having to re-time it. That’s tight. Industry guides put a 60-second script at roughly 155 to 180 words, so every word has to earn its spot.
How it gets on the air
There are two basic routes. Know which one you’re paying for.
- Earned placement. The ANR is offered to stations free, and newsrooms and programmers decide whether it’s useful to their listeners. Reach depends on how newsworthy and well-made it is.
- Guaranteed placement. Airtime is secured in advance, so you know it will run in the markets you choose. Because it’s paid, it’s treated like sponsored content, and FCC sponsorship identification rules apply on the air.
Either way, ask up front how you’ll know where it aired. A good campaign ends with a clear picture of which stations ran it, where, and when, so you can show your board or client what you got.
Good fit
When an ANR makes sense
ANRs work best when you have a real story, a broad audience, and someone who can explain it in their own words.
- Public awareness and education. Health reminders, safety campaigns, enrollment deadlines, consumer tips.
- A study, a survey, or a report. New findings are natural radio news, especially with a researcher explaining them in 15 seconds.
- Seasonal and timely hooks. Holidays, weather, back-to-school, tax season, a national awareness month.
- Reaching people outside the big metros. Radio is still how a lot of small-town and rural America hears its news.
- Backing up a bigger campaign. An ANR puts the same message in the car, at work, and in the kitchen.
Probably not
When it doesn’t
An ANR won’t fit every story. Skip it, or rethink it, when:
- There isn’t a story yet. If the honest headline is “Company Exists,” stations won’t play it.
- You really need an ad. If the goal is a hard sell, buy commercial time. ANRs that feel like commercials pretending to be news don’t get earned airplay.
- It’s one town and one big moment. Pitching a live interview to the local station is often better.
- The news is breaking fast. Reporters want to talk to people, not air a package recorded yesterday.
What makes a good one
Six things stations look for
What separates the ANRs stations actually use from the ones they skip.
1
Lead with the listener
Not the logo. Why should someone stuck in traffic care? Start there.
2
Write for the ear
Short sentences, everyday words, one idea at a time.
3
Pick the right voice
A spokesperson who’s comfortable and specific beats a title. Record them properly, not on a speakerphone.
4
Keep the branding light
Name your organization clearly once or twice. Let the story do the rest.
5
One easy call to action
One website or one step, said clearly.
6
Time it exactly
A :60 that runs 1:04 is a problem for every station that gets it, and passing is easier than trimming.
How we do it
We produce and distribute ANRs with our publicity partner. Together we shape the story, write the script, record the narration and your spokesperson, produce the spot, and get it out to radio stations. It’s the same broadcast standard we bring to our radio and podcast work: clean, on time, and built to fit the clock.
ANRs are one part of our audio news releases and publicity service, and we often pair them with podcasting or radio syndication when a story deserves more than a minute. If you’re an agency or PR firm, we can also work behind the scenes for your clients. See For agencies & PR firms.
Quick answers
Audio news release FAQ
How long is an audio news release?
Usually 30 or 60 seconds. Sixty is the most common.
Do I need a studio for the spokesperson soundbite?
No. A short remote recording session with a decent mic and a quiet room is usually enough, and we’ll walk your spokesperson through it.
Is an ANR the same as a radio ad?
It’s produced like one, but it’s built like a news story: a narrator, a real quote, and useful information. When placement is paid, it’s identified as sponsored on the air.
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