It's estimated that 94 percent of Americans above the age of twelve listen to radio each week
Radio copy is a script written to be read aloud and broadcast on one or more radio stations. Businesses use radio copy to convey information about the services they provide--this is a form of advertising used to enlighten listeners while promoting the company. Journalists, radio presenters, actors or members of the public provide the voices for radio copy. Radio copy can be pre-recorded in a studio or read live on air.
Instructions
1. Writing for radio is writing for the ear
Select the information you wish to convey in the announcement. Define the main idea and center all relevant details on this point. Veteran radio writer Colin Haydn Evans noted that "everything is done solely with the sound of words," when you are writing for radio. Words affect the listener and create images in her mind, these images can motivate responses. Use only clear, deliberate sounding words. Ensure that words sound harmonious together, eliminate awkward sounding or hard to pronounce words when you construct sentences. Sound test your copy by reading it aloud, pay close attention to the sound of each word. "Convey your message with the smallest possible number of words and facts," suggest public relations professor Dennis Wilcox and communication professor Glen Cameron. Write hard-hitting, concise sentences.
2. Time is money in the radio industry
Write your copy according to industry standards. Radio copy is all written in uppercase, double-spaced. The length of the announcement must be stated on the script, for example: BUSINESS SERVICE ANNOUNCEMENT FOR TOD'S PET GROOMING: 30. The "30" refers to the length of time needed to read the entire script. Announcements are typically 10, 15, 20, 30 or 60 seconds long. Radio time is measured down to the second so you must be aware of the time it takes to read all of the words in the script. Time yourself as you read your script aloud to get an accurate idea of its length. Line count is used to create a standard across the radio industry:
2 lines = 10 seconds (approximately 25 words)
5 lines = 20 seconds (approximately 45 words)
8 lines = 30 seconds (approximately 65 words)
16 lines = 60 seconds (approximately 125 words)
3. Writing radio copy calls for economy with words
Write in a conversational tone using simple words. Avoid slang and legal jargon. Use humor if it is appropriate to your message. You can also use music or special effects (SFX) if they enhance the quality of your message. Listeners have short attention spans so open the voice over (VO) with an attention-grabbing sentence and make sure your message is engaging. Place phone numbers, dates, physical and Internet addresses at the end of the message. Make sure you state these details more than once--repeating this important information allows listeners enough time to write down details. The last thing the listener hears in the announcement will be the first thing he remembers.
4. Your radio copy should be recorded at the correct sound levels
Choose a person with the best possible speaking voice to read your script--she should pronounce each word clearly, using a variety of tone and expression in her voice. An attractive or authoritative voice will engage listeners. You must maintain strict quality-control standards when recording your announcement. Dennis Wilcox and Glen Cameron say "Professional recording services have first-class equipment and skilled personnel." These services also provide script editing and studio production. Most radio stations will facilitate the recording of your announcement on the premises with their own equipment. Radio stations in larger markets typically have better quality studio equipment. Each radio station has specific advertising, sponsorship or underwriting rates that may include production fees and airtime charges.
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