No doubt about it, radio is still an integral part of daily life in the Caribbean.
Driving or walking, you can see people still gathered around a radio to hear lively discussions on politics and social ills. You are sure to spot someone still sporting a boom box on their shoulder as if it were the 1980s and hip hop was just making its appearance.
On Montserrat, after the Soufriere Hills Volcano roared back to life in 1995 and essential services were continuously being moved around, radio was the lifeline that kept everyone connected. It remains a critical part of daily communication for the island today. Now with the advent of the internet, displaced Montserratians scattered across the globe, log on to hear local music and catch up on what is happening in the community.
Radio should not be overlooked when you are developing your media strategy. It is very easy today to focus solely on social media such as Facebook. While the platform is popular in the region and across the age groups, there are many who are not connected to Facebook or not inclined to give up radio as their primary source for information.
Make use of morning talk shows for interviews, advertise at peak listening hours, sponsor a live event which will be transmitted or produce original scripted content.
Most stations are also willing to give you a copy of your interviews for your files. This can be re-purposed and transcribed for use on other platforms.