Sirius looks to promote its non-Stern radio offerings

But despite the windfall of publicity, his soon-to-be network is taking steps to ensure it won't become known as Howard Stern Radio.

Ron Rodrigues, senior director of PR for Sirius, said, "Obviously Howard is a big part of [our PR efforts]," but was quick to point out steps the network is taking to promote its other shows in the face of Stern's all-out media assault.

Among those offerings are NFL Radio; rapper Eminem's radio station, Shade 45; and Elvis Radio.

For example, the network has tapped Dan Klores Communications, which helped organize and promote Stern's rally in New York's Union Square earlier this month, to publicize the Eminem channel, a lesser-known offering that has the potential to rival Stern in audience appeal.

"Sirius wants to make sure everyone knows they've got Howard Stern without affiliating themselves with him too strongly," said Matthew Felling, media director at the Center for Media and Public Affairs.

Meanwhile, XM Satellite Radio is welcoming Stern's outsize efforts on behalf of its biggest competitor.

Chance Patterson, corporate affairs VP for XM, said while the shock jock is slated to be Sirius' front man, his high visibility will benefit all players in the space.

"Howard Stern has created high awareness for satellite radio, and that's a good thing for both companies," he said. "We embrace the emerging awareness of satellite radio."

Patterson even questioned how effective Stern's latest stunt in New York's Union Square actually was, adding that fans of XM's The Opie & Anthony Show had their own rally across the street, which garnered its share of media attention.

This article was first published on PR Week USA

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