Syndicated radio interviews

What a syndicated interview campaign is

A syndicated campaign puts one spokesperson in front of many stations, one after another. In the trade it is called a radio day.

Each interview is a separate conversation with a separate presenter. The story stays the same, but every station gets its own local angle and asks its own questions.

It reaches radio audiences across the country in a single day, and nobody has to travel. Every interview is done remotely, from home or the office, over a studio-quality link.

Which stations take part

A campaign can mix four kinds of station, so you get both local depth and national reach.

• BBC local radio, such as BBC Radio London, BBC Radio Merseyside and BBC Radio Leeds.
• RAJAR-measured commercial stations, such as Heart, Greatest Hits Radio, Hits Radio, Capital and Smooth.
• National stations, such as BBC Radio 5 Live and Times Radio.
• News networks, such as Sky News Radio, which supply bulletins to stations around the UK.

Live or pre-recorded

Live interviews go out as they happen, often on the breakfast show or in the drive-time slot. They feel immediate and give the presenter room to explore.

Pre-recorded interviews are taped during the day and played out later. They suit stations that cannot fit you in live, and they can air more than once.

Most radio days include both. We build the schedule so your spokesperson moves from one interview to the next with a short breather in between.

How we pitch to producers

Producers and news editors are pitched constantly, so a press release alone rarely lands. We pick up the phone, because a short call tells us what they need and when their running order closes.

We lead with the angle for their listeners, not your brand. A BBC local producer wants to know why their audience should care today.

Our newsroom, IMN, already supplies content to UK radio. Producers know where our stories come from, which makes the sell-in faster.

What makes a good spokesperson

The best spokespeople sound like people, not press releases. Look for these qualities when you choose yours.

• Real authority: a chief executive, a specialist or someone with lived experience.
• A clear point of view they can explain in plain words.
• Stories and examples, not just statistics.
• Stamina, because the last interview has to sound as fresh as the first.

Two voices are often better than one

Army Benevolent Fund put veterans, serving soldiers and supporters on air for Remembrance Sunday 2025. Highlights included 13 BBC local stations, from BBC Radio York to BBC Radio Wiltshire. The campaign delivered 15 items, 1h 31m on air and a 16:1 return.

For World Heart Day 2025, Boston Scientific paired a marathon world record holder living with an arrhythmia with the founder of Arrhythmia Alliance. The campaign reached 4.2 million, including Sky News Radio and BBC Radio London.

Your coverage report

After the day, we send a coverage report. It lists every item of coverage, the combined audience reach, time on air, highlights and the value of the coverage.

We can also supply clips of the best interviews for your social channels to share on your social channels.