Steps to Producing a Radio Spot
When producing a radio spot, it’s not as easy as just writing a script, recording the spot and then trafficking it to the radio station. A lot of steps, that include everyone from the account team to the creative team to the client, are required prior to even talking to the studio that will be producing the spot.
Last week, we completed the production of a radio spot for our client in Mission Valley, Hazard Center. We have a specific process that we follow here in order to ensure the best quality work while being as efficient as possible. The steps we took to producing this spot are as follows:
Step 1 – Determine when you want your spots to run and on what stations. Based on your budget, this will determine if you can produce a :15 or :30 spot, how many spots you can run and if you have enough to negotiate a promotional tie-in.
Step 2 – The account team then writes a creative brief. This brief includes all necessary information on the client: who we are talking to, what we’re trying to convey in this spot, what station(s) we are running on and if there are any mandatories. Pretty much, it is the road map for the creative team to follow.
Step 3 – Obtain approval from the client on the creative brief. This is crucial. You must ensure the client is on the same page as your team prior to beginning any project.
Step 4 – The creative team, usually an art director/creative director and a copywriter, concept and write 2-3 scripts. If a sound effect or music is needed within the script, they will write a brief description of what it should sound like. For example: SFX: Louder growl
Step 5 – Internal review. The creative team reviews the scripts with the account team. This is the time for the account team to ensure all mandatories are met and the scripts follow the provided creative brief.
Step 6 – Client presentation. The account team reviews the creative brief with the client to bring them back up to speed on what we are trying to accomplish with the spot(s). The creative team then discusses the rationale behind each concept and reads the script to the client. Our senior copywriter, Rich Parubrub, does an excellent job impersonating the sound effects.
Step 7 - Client approval. This is when the client selects which script they would like to proceed with. This is also their opportunity to provide feedback on any revisions or additions they would like.
Step 8 - The account team discusses the spot, budget and timing with the recording studio that will be producing the spot.
Step 9 - The creative team reviews the approved script with the studio. This is where the type of talent they are envisioning and sound effects are discussed.
Step 10 - The studio has 2-3 days to compile their recommendations and send to the creative team to review. The creative team makes their selection based on these. If none of them work, they go back and compile second recommendations.
Step 11 - The studio then books the talent and sends them the script in advance for review.
Step 12 - Recording day. You always start with the voice recording. You want to get the talent’s part done first. Otherwise, you’ll have to pay them for the hour (which can range from around $150 – $500) that they are just sitting there while you pick out sound effects. You always need to make sure you have the client’s budget in mind. This is where the creative team gives direction to the talent on the type of voice, read and which words they want them to really pronounce when doing the read. The talent will do a couple reads of the entire script first to warm up.
Step 13 - Fine tuning. Once the voice talent is comfortable with the spot we begin recording in phases (usually line by line). The talent will read the line 3-4 times in a row, each time a little differently. We pick the one we like and move on to the next. We continue this process until the entire script has been read. We listen through the entire spot at least 15 times to make sure it all flows. Generally, you need to go back and have the talent re-do a few lines so the voice and speed is consistent throughout. I will say, I always thought you had to read the entire thing all the way through until you got it right. It’s amazing how technology allows you to cut and paste and have it sound like one fluid read.
Step 14 – Adding in sound effects. When needed, these are added in in between words or in the background, based on the creative team’s vision. Sound effects typically are the hardest part of producing a radio spot because you don’t want them to overpower the message you are trying to get together.
Step 15 – The studio puts the entire spot together and sends to the agency for review. It is crucial you have the spot nailed prior to leaving the 
studio. If you want changes after that, you have to pay for additional studio time.
Step 16 - Client final approval. Once the agency approves, we send the spot to the client to review and approve.
Final Step - Once it is final approved by the client, the account team traffics the spot to the station.
It might seem like a lot of steps, but all of them are necessary in order for a good, quality spot to be produced. In the end, Hazard Center’s spot went from a script written in a Word document to this.
