Radio advertising (and all advertising for that matter) is based upon the idea that consumers buy wih emotion and justify with logic. Therefore, great commercials are able to tap in to the benefits and emotions of potential customers in a way that showcases the product (or service) making one’s life better by purchasing.
A press release does not do this.
Why then do we see radio commercial scripts that are nothing more than edited down press releases? Some even so blatant with words like FOR IMMEDIATE RELEASE or CONTACT INFO that includes someone’s specific name and phone number.
Press releases are a great marketing tool. They can communicate why something may be newsworthy to various media and can be great online for serach engine optimization. Radio advertising is no place for press releases.
Keep in mind, there is a big difference between communication of something newsworthy, and persuasion toward purchase. One is dry, logic oriented and fact filled, the other must be emotional, persuasive and build a desire to purchase.
Don’t confuse the two when it comes to radio advertising. Have a professional copywriter work from the press release and tailor a script to create passionate, emotion driven benefits to the consumer from the dry details (and any customer info available).