Diploma in Creative Radio Advertising.

Course Brief

Working in radio production or sales it is essential to know and understand the difference between radio and print advertising and having the ability to utilise radio to create more effective commercials. This course will provide you with the knowledge and skills you need to do just that. In this course we will show you:

  • How to guarantee your ideas win clients over and gets them to say YES.
  • How to create radio commercials that just beg to be listened to.
  • Why confusing radio commercials with press advertising kills business.
  • How to influence your listeners on a subliminal level (& unlock their subconscious).
  • Become a confident and persuasive speaker.
  • How to gain an industry awarded and industry endorsed qualification in creative radio advertising.

Course Content

The course consists of 8 modules which include extra video tutorials, live webinars, podcasts and peer support throughout your online learning. The modules that are included are as follows:

Module 1: Introduction to Creative Radio Advertising

  • Introduction to course and course outline
  • Using the Learner Management System
  • Understanding Radio Advertising
  • Skills required
  • Creativity


Module 2: Branding with Sound

  • Seducing the Subconcioous
  • Sonic Branding
  • SBT's
  • Straplines
  • Do's and Definite Don'ts!


Module 3: Creative Writing

  • The three key elements you need in everything you write
  • The C's - clarity, connection, communication
  • 'Personality' : Authentic, Real and Trustworthy
  • Empathy - tapping into the way people feel
  • The Customer Persona
  • Copy crashes : The real reasons even the 'best written' copy might not engage
  • Tapping into nightmares and sweet dreams.  Understanding the importance of a customer's dreams and fears
  • Remain authentic


Module 4: Production & Editing Techniques

  • Track laying
  • EQ
  • Compression
  • Send Effects
  • Contemporary Production Tools and Software


Module 5 : Creative Resources

  • Over 30 incredible resources to boost your copywriting
  • The best books and online help to support your radio advertising creation
  • Downloadable PDF's
  • Free audio resources
  • Aggregate : Radio + Social media : Real-life case studies


Module 6: Voice Production and Management

  • Sensible Rules
  • Vocal basics
  • Voice at work
  • Vocal warm ups
  • Vocal do's and don'ts
  • Directing Tips


Module 7: Briefing for Radio Creatives

  • Overview
  • Client Management
  • Sonic Mood Boards
  • Do's & Don'ts
  • Example Briefing Form


Module 8 : Pitching and Presenting to Clients

  • Selling with Sound
  • 10 Things about Me
  • The Steve Jobs Approach
  • The art of story
  • Presenting 101
  • Overcoming nervousness
  • Online resources


Training Method

Online training course with a series of workshops integrated into the programme over the duration of the programme.


Target Trainee Profile

Those working in Commercial Production across the Independent Commercial Radio Sector in Ireland



"The Diploma in Creative Radio Advertising course was brilliant. It exceeded my expectations in every way. I'm thinking about radio in a totally different way. I'm writing better ads & making better sales pitches. I would highly recommend this course. Many thanks to Peter and his team at Go Create Academy and Learning Waves for making this course possible", Iris Kelleher, Beat 102-103, Diploma in Creative Radio Advertising, January 2021.

Assessment & Certification

Diploma in Creative Radio Advertising from London School of Music

Trainers - GoCreate Academy UK

Eugene Ruane

Eugene is an award-winning Senior Copywriter, Creative Director, Group-head and Author. He began working at Saatchi & Saatchi London in 1980. In his 17 years there he went from junior copywriter to senior writer, group-head and a director of the company. In the same period, the agency went from medium-sized British agency to the biggest and most successful agency in the world. He went on to work around the world for McCann Erickson satellite, Amster Yard in New York, Saatchis in New Zealand, Publicis in Dublin (where in his head of copy role they became Ireland’s most awarded creative agency). Eugene now works for GoCreateAcademy, is an author and a board director with the international advertising and creative festival, the Kinsale Sharks - www.kinsalesharks.com

Peter Stone

Peter is a co-founder of GoCreateAcademy. He was a concert pianist, won two Lloyd Webber Piano Awards and was the youngest ever examiner of the London College of Music. He worked for Roland (the electronic music manufacturer) and toured the world working with such luminaries as Madonna, Kenny Rogers, Leo Sayer and many others. He became head of production at Capital Radio Group, before setting up his own creative agency - delivering advertising campaigns & projects for companies like Samsung, Unilever, Coca-Cola and Vue Cinemas. He combines his musical, technological, research and scientific understanding as a global platform speaker and is a passionate philanthropist about online learning.

Susan Hickey

Susan Hickey is an award-winning media presenter, producer, author & entrepreneur. She’s worked across TV, Radio and online as a presenter
& interviewer around the world, including UK’s Channel4, Spain’s MobuzzTV and Ireland’s RTE - covering diverse subject matters from technology to finance. She is currently the host of GCTV Live. Susan is a pioneering entrepreneur, recently recognised by the Irish Government where President Michael D Higgins invited Susan to the Presidential House to receive an award as one of Ireland’s top female business leaders. She is the co-author and presenter of the world’s first academic qualification in Vlogging and is a platform speaker at media and educational events as far afield as Singapore & KL.

Richard Liggins

Richard is a highly experienced audio engineer, producer and technical facilities designer, lecturer and academic manager, Richard has worked in proaudio since 1988 as an expert-level audio recording, editing and mixing engineer. He has worked on several interntional high-profile complex audio projects with the likes of Vue Cinemas, Shell, Capital Radio, Sony and many Soho Mixing houses on international films and documentaries.

Richard Link

Richard is an award winning composer for film, video, television, and dance. He is a gifted educator who has taught, directed, and coached thousands of performers. He has held roles such as University Lecturer, Music Director, Director of Vocal Programme, Vocal & Performance Coach over the last 25 years and overseen hundreds of workshops. Richard has developed a unique ability to coach performers to break through their limitations and excel beyond their expectations. Richard's credits include La Bella Vita Arts, Tuscan Musical Theatre Project, Italy; Acting Intensive with Jude Alderson in France; The Actor's Centre Covent Garden; Actors Re-choired Covent Garden; Pineapple Studios, Covent Garden; Anna Fiorentini Theatre and Film School; Grant MacEwan College, Canada; Saint Paulus Lutheran Church San Francisco; Shari Carlson Studio, San Francisco State University etc.

Updated Description - February 2022