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The spot lacks a local angle

  • The tone of the spot does not "blend" with the station's format.

  • The tapes submitted are not up to the standards of technical qual­ity required by the station.

    • The All-Important Opening

    You must be cautioned against load­ing the opening sentence of a radio spot with specific names, facts, or figures. That's because radio listeners get the "index" for an item from the opening sentence. That is, they find out what the topic is, and they get the sense of why the story is important, and to whom. Then, with their attention raised, they are ready to absorb specific data. The print release might open with an information-packed lead.

    Make sure to read your releases out loud, with feeling. If they are ver­bose and flat, rewrite until you feel comfortable reading the words with enthusiasm.