Radio is a powerful publicity tool. Most stations offer news and talk programming. Those shows are put together not necessarily by the voice you hear on air, but by people called producers.

Getting to know producers, and giving them reasons to showcase you on air, is a very doable for most people in most towns. How? The same way you’d contact a print reporter, which I discuss in my other articles for financial planners.

Getting on the radio is possible in huge markets like New York and L.A. too, but it’s not for the weak or the timid.

Radio stations love to team with community resources - like you - on promotional activities. Call your station’s promotion department and tell them you’d like to explore ideas. Need an idea or two? Don’t worry - tell the promotion folks what you do, and they’ll probably think of the rest. (Hint: yes, as a successful professional, you can do this with appropriate dignity. You might offer free screenings or consultations; you probably don’t want to sponsor a beer float at the big parade)

Always remember that radio’s two best words are “drive time - the morning and evening commutes. Try your best to get on radio during these peak listening times.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele’s MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit