Audio news releases and pre-recorded features

What an audio news release is

An audio news release is a short, ready-to-air radio package. It usually combines a scripted voice-over with clips from your spokesperson.

A pre-recorded feature is a longer version built for programmes rather than bulletins. Both are produced to broadcast standard, so a station can use them without further work.

We supply the full package and the separate clips. A newsroom can run the whole thing or cut its own version.

How stations use them

Stations use packaged audio in a few different ways, depending on the story and the slot.

• News bulletins: a short clip of your spokesperson inside a story read by the station's newsreader.
• Programmes: a longer feature played within a show, often in a consumer, health or money slot.
• News networks: services such as Sky News Radio and Radio News Hub supply bulletins to many stations at once.

Why distribution matters

News networks are what give audio its reach. One package placed with a network can be heard on many stations within the same hour.

That is very different from a live interview, which reaches one station's audience at a time. Audio trades depth for breadth.

When a feature beats a live interview

Packaged audio is the better choice in some situations.

• Breaking stories: when news moves fast, a package is ready before a spokesperson can be booked.
• Wide distribution: you want your story in bulletins across the country, not only in longer conversations.
• Busy spokespeople: one recording session replaces a full day of live slots.
• Data stories: a clear statistic with a short comment fits a bulletin well.

When live is still better

Live interviews win for depth and personality. If your story needs explaining, or your spokesperson is a natural talker, a radio day will usually do more.

Often the answer is both. The Money and Pensions Service combined them for National Financial Awareness Day 2026. Its MoneyView figures showed 49% of people in England struggling or falling behind on bills.

Audio distribution carried the national story, while regional managers gave interviews on stations such as Greatest Hits Radio South Wales and Hits Radio Kent. The campaign delivered 15 items reaching 2.1 million.

How we make them

IMN, our in-house newsroom, already supplies content to UK radio. Your package is built the way news editors expect: tight, factual and easy to slot in.

Your spokesperson records their clips remotely, from home or the office. We script the voice-over, agree the content with you, then distribute it to stations and news networks.

As with every campaign, you receive a coverage report showing items of coverage, reach, time on air and the value of the coverage.