"Tune into the power of radio," writes Betsy Goldberg in Tactics, the Public Relations Society of America [3]'s newsletter. "Radio enables you to better target your audience and skip TV's high production costs." Her list of radio PR tools includes audio news releases [4] ("These 60-second stories feature your message, narration and a sound bite from your client or supportive third party [5] ... distributed to thousands of stations through networks such as the Associated Press"), interviews on airlines' in-flight audio ("a solid way to reach a business-oriented, higher-income audience. There are no surprises, because you script the questions"), and public service announcements [6] (limited to nonprofits, "but nonprofits often need corporate partners [7]"). Goldberg also touts "the potential of satellite radio." The two major satellite radio companies, with more than 5 million subscribers, "produce little original news or talk programming," she notes.