There are two types of promoters in the field of radio promotions. One option is to promote new recordings by artists by collaborating with radio stations to generate interest and airplay for the new recordings. Another type of radio promoter works for the station and tries to secure advertising from local businesses as well as increase the station’s visibility in its market.
The primary goal of a radio promoter who works with recording artists is to get airplay for the artist’s most recent release. This is usually accomplished by contacting primary and secondary radio stations in each market, ensuring that they have a copy of the release and encouraging them to play the recording for local listeners. Competent radio promoters develop relationships with station managers, deejays, and others involved in the decision of which songs to play or not play over time.
A radio promoter may work with a variety of musical genres, which means he or she will need to develop a long-term relationship with radio stations that cater to different types of listeners. To that end, the promoter may collaborate with the radio station to schedule interviews with the performing artist or to provide free copies of the new album for station-sponsored contests.
Not everyone is cut out to be a radio promoter of this caliber. Successful promoters are usually outgoing people who have no trouble connecting with people from all walks of life. In order to secure airplay for his or her client, the promoter must also be able to anticipate and overcome potential objections from DJs. Finally, the radio promoter must be well-organized, as reaching hundreds of radio stations quickly and efficiently is critical for a successful and profitable promotion effort.
A radio promoter who works for a radio station is frequently tasked with bringing in revenue through radio advertising. The promoter seeks out and secures business from local businesses and organizations, demonstrating to each client how airing radio ads on his or her station will help them gain a stronger presence in the community. To be successful at this type of radio promotion, the promoter must have a strong understanding of sales and marketing strategies, a thorough understanding of the local market, and the ability to communicate effectively with clients.
Both types of radio promoters frequently have support staff to assist them in their efforts. The sheer effort required to cover large markets and make contacts is a full-time job in and of itself. On the back end, assistants can often assist with keeping paperwork organized, making phone calls to gain entry for the radio promoter, and handling questions and concerns from clients.