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 Sky Radio Network Frequently Asked Questions
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About Creating Your Segment
 What’s the first step?
I’ve never done this before, and I’m unfamiliar with the format. What exactly have I bought?
Is this advertising or an infomercial?
Is this an audio news release?
What should the content of my segment be?
What kinds of background materials should I provide?
Do I have a say in what the hook of my segment is?
What is the process?
How many questions do I get?
How many drafts of the questions will I receive?
Does my airtime include the time that the host speaks?
Should I wait until I receive a final draft of the questions to schedule recording time on my spokesperson’s calendar?
Will my contact information appear during the segment?
Should I script answers for my spokesperson?
How many spokespersons should I have?
My company’s public communications must meet strict regulatory guidelines. How can I make sure the segment complies?
Q: What’s the first step?
A: Schedule your interview. Please contact Dennis Michael or Lizzie Rosen via e-mail or by phone at 818.762.6800.
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Q: I’ve never done this before, and I’m unfamiliar with the format. What exactly have I bought?
A: Our program is similar to public radio talk programs. The easiest way to think of it is that you have purchased a news story with a positive spin.
The goal is to sound natural and spontaneous. We try to create an intimate feeling for the listener, as if they’re eavesdropping on a private conversation.
Our interview with Michael Dell is a good example.
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Q: Is this advertising or an infomercial?
A: No. Sky Radio provides a unique opportunity to speak one-on-one to a captive, high profile audience. They are looking for interesting content to keep them entertained and informed while traveling. Our duty is to deliver your message in a form that holds their attention.
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Q: Is this an audio news release?
A: No. It is a news story with a positive spin, not a press release.
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Q: What should the content of my segment be?
A: Each segment must have a strong hook that grabs the listener’s interest right away. If there’s nothing at stake for them, they’ll tune over to the country/western channel.
Sky Radio will review your Web site and any background materials you provide and select a hook that will best suit our listeners’ interests.
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Q: What kinds of background materials should I provide?
A: The most helpful items are previous stories from magazines, newsletters, newspapers, etc. White papers are also very helpful.
Press releases and brochures are great for an overview but are less helpful in trying to come up with a hook because they are so general. The hook must be specific.
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Q: Do I have a say in what the hook of my segment is?
A: Of course you do! The best way to do that is to send us the background materials described above. Also, feel free to send us your ideas on what makes your organization special.
The goal is to create a segment that sounds like a news story while fitting into your communications strategy. If the hook doesn’t suit that plan, then we’ll change it.
We do recommend, though, that you consult us when thinking about changing the hook. We’re very accomplished at sorting through ideas quickly and zeroing in on something that will pique our listeners’ curiosity.
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Q: What is the process?
A: The process is very simple:
1. SCHEDULE YOUR INTERVIEW. Please contact Dennis Michael or Lizzie Rosen via e-mail or by phone at 818.762.6800.
2. CONFIRM RECEIPT OF YOUR QUESTIONS. Approximately 10 business days after returning your insertion order, you will receive your questions and recording deadlines. If you’d like us to tweak them, please call or e-mail Dennis Michael at dcm@skyradioinc.com. Please contact us if you do not receive your script within this time frame.
3. RECORD YOUR SPOKESPERSON. We record your spokesperson. We need 15 - 30 minutes on the phone.
4. RECEIVE YOUR EDITED SEGMENT. We assemble the segment, convert it to Windows Media format, and e-mail it to you.
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Q: How many questions do I get?
A: The formula is one question per minute of airtime.
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Q: How many drafts of the questions will I receive?
A: You will receive up to two copies of your questions: One draft for your review, and a final draft if you have revisions.
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Q: Does my airtime include the time that the host speaks?
A: Yes. You have purchased a completed news story that focuses on your organization.
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Q: Should I wait until I receive a final draft of the questions to schedule recording time on my spokesperson’s calendar?
A: Certainly not. Getting time on a busy person’s calendar can be the most difficult part of the process. We advise doing this right away. Having a concrete recording date helps keep everyone on schedule.
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Q: Will my contact information appear during the segment?
A: Due to listener complaints, we no longer include contact information during the broadcast. Instead, we refer listeners to the inflight entertainment guide in the seat pocket where they’ll find your Web site address. We refer listeners at regular intervals during the broadcast.
The complaints were primarily because the broadcast sounded too much like an infomercial, although we did receive some complaints from listeners who couldn’t find a pen fast enough to write the information down.
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Q: Should I script answers for my spokesperson?
A: Absolutely not. We have a strict NO READING policy. In the past, we’ve received complaints from listeners about guests reading, which is counterproductive.
We do, however, encourage your spokesperson to prepare. You should forward the final draft of your questions to your spokesperson.
We suggest that your spokesperson jot down a few ideas underneath each question.
Since we edit your segment before broadcast, your spokesperson need not worry about giving perfect takes. We clean up "ums," "uhs," and stumbles. Your spokesperson is welcome to retake a sentence – or an entire interview – until he or she is satisfied with the results.
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Q: How many spokespersons should I have?
A: If your segment is 5 minutes or less, one spokesperson is best. If it’s 15 minutes or longer, another spokesperson from your company, a client, or a partner can add information and interest.
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Q: My company’s public communications must meet strict regulatory guidelines. How can I make sure the segment complies?
A: If you are in this situation, please let your line producer know immediately, and we will put your segment on the fast track. You should back time your guidelines by four weeks in order to allow time for your internal approval process. We are happy to help you through this.
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