The aim of an ISDN Unit is to be crisper and cleaner making sure that for larger radio stations, you can meet the right audio quality standard required to make you sound professional.
Generally, radio stations (particularly radio stations like the BBC: Radio 4, Radio 5 etc.) normally seek spokespeople who can do an interview with ISDN quality. ISDN is a digital format of transferring data that, in terms of quality, is as twice as good as a normal phone call.
- It gives you the ability to take advantage of ad-hoc media requests.This will allow your marketing or PR team to receive the call from a radio station with radio quality standard instead of doing something on Skype or on the phone. You can be use the ISDN unit when the media need to seek out leading brands to comment on a particular story and suddenly you become eligible and professional in a technical way to be able to do the interview.
- It gives you the ability to react to breaking stories. Everyday stories break and quite often the media are looking to either find comments for that story or to evolve the story and take it in a different direction. Having an ISDN unit in your head office gives you the ability to react to the news agenda. You can do a broadcast release saying that as a result of the story your spokespeople are available for comment and if you say that you have the ability to do the interview with the quality of an ISDN line. Any journalist working in the broadcast news arena will see what differentiates you from anyone else: you are able to do quality radio interviews from your head office on whatever that story is. Thus, in addition to receiving ad-hoc media requests you can also react to the media agenda on your own initiative, allowing you to build contacts on your own merit.
- It gives you the ability to save time. Many of our clients can’t always get to Central London, where we have our studios, or to other studios in major cities across the UK like in Manchester, Edinburgh, Glasgow, or Cardiff. However, the spokespeople are quite often chief executives or highly knowledgeable people in a particular area or organisation. Time is a scarce resource and if they have to spend two or three hours travelling to one of our studios to prepare, sometimes it becomes prohibitive not from a cost perspective but from a time perspective. Having an ISDN outside broadcast unit in your office with people trained on how to use it means that some of our clients do not even need to come to our Central London studio to do interviews; they can actually do it from their own head office.
- It gives you the chance to become pre-eminent in your industry. Quite often the media want to go to a particular expert in an industry if a story breaks. Having an ISDN unit in your office enables a consistent person to be that voice for your industry on a regular basis, which would build your reputation and credibility.
- It gives you the ability to have multiple spokespeople. Any company needs to be able to have a backup spokesperson if their primary spokesperson isn’t available. What the GSGC5 does is to enable you to have a primary and secondary spokesperson no matter where they are. Many companies have different experts teamed with different spokespeople and a lead spokesperson who might also have different approaches on the topic (someone might be more keen on statistics and research and someone else on the theoretical background, for example). This allows you to have two benefits: the first is that it gives you the chance to be on air for a longer period of time and the second is that you have the chance to tell the same story from different perspectives thus making it more interesting and appealing to the audience. This will make it more likely that stations come to you for comment first.
- What is the best way to maximise its potential? If you already have an ISDN unit and you can’t remember the last time you used it, get in contact with us at The Relations Group and we will come out with a refresher course on how you can use your ISDN unit by training you on the technical aspects of set-up and maintenance, and also how to be confident when the time comes to be on air with an interview.
- What can you do if you have the technology but you are not getting many interviews? This usually happens because there is a lack of either relationships or know-how to communicate with the broadcast media to maximise the fact that you have the spokespeople and the technology to do a radio interview. Contact us so we can explain how to have a long term strategy to position yourself as a pre-eminent expert in your industry so that you become not only a sought-after spokesperson in your industry but also so that you can start to proactively forward plan campaigns around specific events to complement your marketing and PR strategy.
- You can simply go out and buy an ISDN Unit. If that is the case, I would recommend going to Glensound and purchasing a GSGC5 (get the DUAL codec option) - it costs just over £4,000.
- At Radio Relations we have 10 of these Broadcast Units and we can install them free of charge so that you can work with us on a regular basis without you having to pay or lease these units. Thus, if you are actually doing a lot of interviews it will make sense for you to keep it until you have your own.