ABSTRACT
Radio is the world's oldest form of genuine mass communication - and the way some executives regard it you'd think it had already been pensioned off. Many people regard radio as simply television without the pictures - a second-rate medium that belongs in a bygone age. This chapter shows how the needs of radio producers and journalists differ from those of their TV and print colleagues, how to approach them to best effect, and what to expect in dealing with radio. British radio is some of the finest, most respected in the world and favourable publicity on it can do wonders for public image. Outside the news bulletins, radio offers many more types of programmes where one can get the message across. One of the biggest differences between radio stations is that between a national and a local broadcast. Radio producers are inventive and are constantly developing different types of programmes such as news bulletins, documentaries, and so on.
