Radio rhetoric is set apart from traditional rhetoric by the efficacy it commands. This study focuses on rhetorical perspective in radio communication, noting 10 identifiable aspects of radio rhetoric noteworthy in undertaking rhetorical criticism: (1) the pressures of federal regulations which require balanced presentation affect preparation; (2) time is strictly limited; (3) radio is an intimate medium, requiring conversational presentation; (4) there are special demands on both writing style and oral interpretation because the audience cannot see the speaker; (5) the speaker's voice assumes greater importance on radio than in traditional speech; (6) the speaker is required to make operational adaptations; (7) the speaker usually addresses one segment of a diverse audience; (8) radio precludes immediate, circular feedback from the listeners; (9) radio creates an efficacy of its own; and (10) radio further creates a sense of exigence and fulfillment. It is concluded that radio, when artfully used, can form opinion and guide action above all other forms of communication. (TS)