Integrating audio with other content
Using audio for advocacy case study: Radialistas (Peru)
The organisation Radialistas Apasionadas y Apasionados is a not-for-profit NGO based in Lima, Peru. They use radio to promote communication through democratic, free, accessible content concerned with human rights, race and sexuality.
Radialistas is an audio production centre with services targeted to radio professionals around the world, but with a focus on Latin America and the Caribbean.
The online audio in Spanish and Portuguese can be downloaded for podcast or rebroadcasting.
One of the best aspects of audio programming is that it can be used to supplement and support other media and communications outputs. In your campaigning strategy you may have print products — ad space in newspapers, or flyers and brochures — and events, such as a public meeting. Audio can support and amplify all these outputs — it can repeat and reinforce your print content, it can be a feature at an event, or can extend the event by recording it and making this recording a feature of another media output.
Multiple platforms
The term that new media strategists use to describe this is ‘multiple platforms’ — this refers to the ability to put your message or content out via as many routes as possible at the same time, online and offline: playing a recording via local and even national broadcasters can be augmented by also making the recording available online as a podcast download, as a streaming web file, as a transcript, and even with video and photo clips, all linked with easy-to-navigate web links.
All these platforms mutually reinforce and benefit each other — they literally amplify your message. In on-air radio programming, mixing audience participation with audio recordings is also a powerful way to engage and involve people in your campaign or advocacy programme. Your target audience can be encouraged to call in to a live programme and have their say — and if well-planned, this format can complement pre-recorded and in-studio content.
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