Know Your Fake Radio News

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In its "PR Toolbox" section, PR Week answers the question, "What is the difference between a guaranteed-placement ANR (audio news release) and a traditional one?" According to Maury Tobin of Tobin Communications, "Research indicates that most radio stations do not use ANRs." PR Week explains, "Some vendors offer guaranteed-placement ANRs -- or Sponsored Radio Features (SRFs). ... Unlike a traditional ANR, a guaranteed-placement one is certain to air because advertising time is purchased." Tobin adds that his firm "includes an indentification of the organization sponsoring the piece," for guaranteed-placement ANRs. "This is clear: Guaranteed-placement ANRs or SRFs would not exist if radio stations really ran traditional ANRs."