Radio is often regarded as an unfashionable and a second class medium, particularly when measured against television.
This view is ill informed and should not be taken seriously. Radio is a most immediate and well-dispersed form of communication and represents the easiest way to reach an audience.
Radio is also a voracious consumer of information because of the frequency of news bulletins and the popularity of talk shows and its news reporters are always looking for stories and updates.
Radio's ability to get a message across urgently is one of its great characteristics.
It can be vital in a difficult situation when you need to communicate urgently, or when you are trying to counter an argument by an opponent or when you are trying to correct false or misleading information.
You can hear the Government misrepresented on a live chat show, call the station immediately, explain your situation to the producer and be on air yourself within minutes.
Radio and newspapers work well in tandem. Depending upon the importance of a story, you can use one or more newspapers to make the first hit and then follow up through the day using morning, lunchtime and afternoon radio.