I admit to being totally biased when it comes to the use of the voice. I think it is a wonderful tool. It is under used by many individuals and organisations and needs to be properly exploited. The medium of radio is a wonderful way to use the voice, and with the advent of podcasting the door of opportunity to use the voice is even wider.

Radio is accessible. It is not a technically cumbersome medium. You could be 'on air' within seconds of phoning up and convincing the reporter or interviewer of the worth of your information/story. And given the emergence of podcasting you could similarly be 'on the net' within seconds without having to convince anyone!

Radio is fast. To match the speed of radio you will need to be able to respond immediately. Quick responses will convey authority.

Radio is time organised - so you will need to present your comments and ideas logically and briefly in easy to understand language. Develop an ability to hear yourself as others hear you. Ask a colleague to help with this.

Radio is transient. Many people listen to the radio while doing other tasks, your words will need to grab and hold their attention. Radio is transient, within seconds of your precious interview the listener's attention is being drawn to something else.

Radio is a personal medium. You are talking to someone sat next to you. Use your voice to convey such emotions as warmth and sincerity, humour and compassion. Radio brings the world to those who cannot read and helps maintain contact for those who cannot see.

Radio creates images. Through simple 'concrete' words tremendous images can be created in the mind of the listener. This is of great potential when it comes to using radio as a means of persuasion.

Radio lacks space. The selection and shaping of the spoken materials has to be tighter and more logical. Hence the need to stick to two points!

QUESTION Which audiences or segments could I reach by using radio?