Radio promotion is the division of a record company which is charged with placing songs on the radio

Radio

Radio is the transmission of signals through free space by modulation of electromagnetic waves with frequencies below those of visible light. Electromagnetic radiation travels by means of oscillating electromagnetic fields that pass through the air and the vacuum of space...

. They maintain relationships with program directors

Radio programming

Radio programming is the Broadcast programming of a Radio format or content that is organized for Commercial broadcasting and Public broadcasting radio stations....

 at radio stations and attempt to persuade them to play single

Single (music)

In music, a single or record single is a type of release, typically a recording of fewer tracks than an LP or a CD. This can be released for sale to the public in a variety of different formats. In most cases, the single is a song that is released separately from an album, but it can still appear...

s to promote the sale of recordings, such as CDs, sold by the record company. They may also pay a fee to a third party, known as an independent promoter, who has a financial relationship with the radio station or its parent company.